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Meet Esther Chae

3 Hearts Consulting

Korean Actress, Speaker and Consultant in Hollywood

 

She went from being another freelance actress and speaker in Hollywood, to becoming the go-to consultant for partnerships between Korean entertainment and Hollywood.

 

How Esther Went From being a Freelance Actress to Leading Partnerships between Korean Entertainment and Hollywood

Background:

Esther Chae is an award-winning actor, published playwright, TED speaker, and consultant for Korean entertainment in Hollywood. She has been covered by the New York Times, the Los Angeles Times, the Hollywood Reporter, and her life in Hollywood was the subject of a Korean Broadcasting Station (KBS) documentary.

As a talented artist, businesswoman, and mom, she was running an eclectic mash of high-profile projects. Additionally, her ambitiousness pushed her to want to make a serious impact in all of her projects simultaneously.

As a recent mom, she was extremely busy, but deeply driven to provide for and spend more time with her family on top of everything else.

Problem:

Esther was spread too thin. She wanted to prioritize all of her projects AND her responsibilities as a mother, which left her with very little time to do anything else.

She needed a way to optimize her current businesses, boost her acting career, and save time, so she could spend more time with her family.

She had multiple websites, all of which looked too old, weren’t getting her the results she wanted, and she could no longer manage them all simultaneously.

She wanted one central location that explained who she was and what she did, so that anyone could reach out to her based on their particular interest in one of the many projects she runs.


Esther’s Old Websites:


Our Approach:

Echo Studio was tasked with the following objectives:

  1. Define Esther Chae’s personal brand in a cohesive and concise manner that would capture her multifaceted talents, businesses, and projects.

  2. Define new targeted markets for her new business which connected and facilitated collaborations between Korean entertainment organizations and Hollywood

  3. Collect the biggest pain-points, problems, fears, obstacles, goals and desires of Korean entertainment organizations as it relates to collaborating with Hollywood’s entertainment industry.

  4. Systematise and refine Esther’s value proposition so that it would validate her as an expert in the space, and address the needs of the organizations most likely to work with her in the most effective and efficient way possible.

  5. Redesign a cutting-edge, mobile friendly, conversion driven and aesthetically pleasing website that encapsulates all of Esther’s projects while also streamlining and optimizing access to each one of her projects to save her time, so that she could spend more time with her family.

    We split Esther’s website into three separate indexes, so that it would guide visitors towards their desired aspect of Esther’s career:

    • Her main page introduced visitors to a brief overview of Esther’s career and her multifaceted talents and projects.

    • For visitors from the entertainment industry, we directed them to an “Acting” index that showed them what they needed to know before reaching out to Esther’s agents listed below.

    • For her new business, we directed potential clients towards a “Consulting” index which introduced them to Esther’s relevant experience, customized services that were tailored to them, and Esther’s personal contact information below.

  6. Audit different marketing channels to see which were most effective in reaching more of her ideal customers. Then craft marketing campaigns for the most effective marketing channel to drive more traffic to her website and:

    1. Land more opportunities to act professionally in hollywood

    2. Increase the exposure and growth for her solo performance play “So the Arrow Flies”

    3. Secure Korean entertainment and Hollywood organizations as clients for her new business

    4. And book more speaking gigs


Solution:

Echo Studio adopted an extremely agile approach to the project.

  1. First we interviewed Esther to outline the specific demographics and psychographics of her ideal customers, which turned out to be:

    • Casting directors that want a professional actress with a strong portfolio and understanding of the entertainment industry.

    • Hollywood entertainment organizations that want a bilingual interpreter who, as a Hollywood actress, is a good performer, has strong improvisation skills, needs to be a SAG-AFTRA member, understands production, how a set is run, and how to deal with talent.

    • Korean entertainment organizations like KOCCA that want an experienced bilingual consultant who understands how to pitch to hollywood producers in a second language. And, also want a comfortable, extroverted, bilingual host to MC their public events, which, as an actress and TED fellow, Esther fit perfectly.

  2. Having defined her new ideal target markets, we found several potential prospects that fit the description and interviewed them respectively about what they were looking for when vetting acting, hosting, or consulting talent. We collected this data word-for-word as we knew we would be using their words in the text copy we were going to place on Esther’s website.

  3. Having gathered that data, we consulted with Esther on how to best present herself to each type of targeted market. Then designed an effective acting portfolio and customized services she could price, package, and sell to her consulting clients. We ensured her business operations and services were more clear, efficient, and easy for new prospects to understand.

  4. With her new portfolio and services defined and ready for deployment, we touched base with Esther every day and actively iterated the design of her new website to reflect her acting talent, consulting talent, changing content, messaging, branding, and client demands that ultimately shaped Esther’s new business as a freelance consultant for Korean entertainment in Hollywood.

  5. In order to meet the ever shrinking 1-month timeline, the Echo Studio team proactively:

    1. acquired all the photography necessary for the website’s design in order to ensure that the full site would be prepared and tested in time for launch

    2. crafted the biographical text that explained her multifaceted expertise and shared her accolades to immediately instill trust with new visitors of the website on the Home Page

    3. designed the Acting Index with a crafted biography of her acting experience, accolades, and awards. Additionally we showcased her acting reels and photo galleries to exhibit Esther’s portfolio of work. And, we displayed the different ways to contact Esther’s agents.

    4. designed the Consulting Index with a crafted biography of her consulting experience, accolades, and awards. Exhibited her services along previous clients to instill further trust. And, displayed the different ways to contact Esther for consulting work.

  6. After a successful and timely launch, we focused on driving new visitors to Esther’s website by reaching out to her agents, casting directors, and both Korean and Hollywood entertainment organizations to test the site’s usability and user experience.


Result:

Echo Studio completely redefined and launched Esther’s personal brand, acting portfolio, and new business. She went from being an actress in Los Angeles, to being a professional speaker, and the most sought out business consultant for Korean entertainment in Hollywood:

  1. We helped Esther start a new business she’s uniquely positioned to lead by reevaluating how she could stand out as a Korean-American actress with speaking experience in Hollywood while also saving her time to spend with her family

  2. We ensured her new site spoke to each of her new target markets by interviewing actual prospective entertainment organizations that would be good candidates for working with Esther, and altered her services and presentation to cater to the needs of those organizations.

  3. We redesigned her personal brand, acting portfolio and website to reflect those needs and tailored the copy sitewide.

  4. After launching the website we exponentially increased exposure by researching and collecting the most relevant and highly visited hashtags, sharing her launch on all active social platforms, and launching an entirely new Instagram account specifically for Esther’s new consulting business. On the day of launch, she received 1079 pageviews on her completely new website.

  5. The relationship was so successful for Esther that she continues to use our service whenever she wants, to iterate additional site enhancements or explore new growth options, years after her initial launch.

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ESTHER’S STORY

 

What did your life or business look like before being introduced to Echo Studio?

Well, I was a freelance photographer. Being a photographer in New York City is tough. There are tons of people trying to make it in that world and it just wasn’t working out for me.

I was doing small gigs here and there. Some at the Lycée Français [local high school] and some at the Hampton Racquet [local tennis club]. Obviously I wasn’t deeply passionate about those projects, but they were what I had access to and I relied on them.

I was the friendly school photographer you know, and I wanted to be much more than that.

Then you came in, and just changed everything. We started with the rebrand. You told me about niche and how important it was to get specific. Asked me all the right questions. Helped me figure out what I really wanted to be doing instead, and I went from the New York City photographer mom no one knew to Saskia Keeley the humanitarian photojournalist & documentarian.

At first, I honestly didn’t think any of this would work. I thought you were just another consultant trying to sell me dreams. But, look how far we’ve come Adrien... It’s crazy!

I knew absolutely nothing about websites or social medias or anything like that. I didn’t grow up with any of that. And, I just realized how much was going on in that world that I knew nothing about.  Clearly, I was far behind and had some serious catching up to do. But I actually really liked that I didn’t have to do any of the catching up myself. You just did it all for me.

You made me a beautiful website, which I’m very very happy about and love sharing with my friends. You made my LinkedIn, Instagram, Facebook, and YouTube accounts. You reorganized and redesigned everything. Basically, you just upgraded me completely.

What motivated you to invest in Echo Studio services?

That first session we had. Where I realized you know what you’re talking about, I was never going to understand that world, and that this could work.

I was your very first client right? And, obviously, that was a bit scary at first, but you pulled through. You really showed me that this didn’t have to be some stupid dream I’d talk about at dinner parties anymore, and I’m really thankful for that Adrien.

How is it different from other services you may have been involved in the past?

It has absolutely nothing to do with any of the services I’ve used. You’re like a full-time business partner and they were more one-off services, which meant they weren’t really invested in my success for the long-term.

You’re different in almost every way because our incentives are aligned. If you do well, I do well. If I do well, you do well. I really like that because it makes us both accountable rather than a one-sided exchange of services that could go any which way.

You’ve written for me, you designed my books, my presentations, my social media profiles, my website! You’re more involved than anyone else.

What surprised you the most about Echo Studio?

Oh, the transformation was night and day. I mean I’m running a completely different “business” than I was before we started, so everything. Everything was surprising.

If I had to pick one thing it would be that people actually bought my products online. I didn’t know that was possible, and I told you from the beginning that I didn’t think that would work.

Yet, here we are. Proved me wrong again! [laughs].

How has Adrien impacted you and/or your business?

How have you not? There wouldn’t be a business without you. I’d still be working at the Lycée!

Maybe the most exciting change for me is the photo workshops. I really really like doing that work in the world. Your presentations do a really good job sharing that message and I’ve connected with some very serious people because of them. Not sure if I already told you but I’m going to be publishing a chapter in an academic journal on conflict resolution, and that was a direct result of presenting at John Jay [College of Criminal Justice].

[...]

Also that I don’t have to worry about social media or email campaigns. I never really liked that stuff and giving it to you makes my life SO much easier, not having to think about that.

Having successfully built your business online, where do you see yourself in 6-12 months from now?

Doing more workshops! We’ve been in the Congo, India, the West Bank and now here with Pico Union in Los Angeles!

You know ideally I want these workshops to spread globally and be applied in any areas of conflict. We’re already on that path, so I don’t know, we’re doing it!

It’d be nice to have a TED Talk and secure some even bigger grants [laughs].

If someone is skeptical about Echo Studio, or feels that the investment is a big stretch for them, what would you say to them?

I mean it depends for everyone right. Clearly people are going to have a different take. All I can say is this has worked wonders for me. I wouldn’t be where I am without it, and I’d strongly encourage anyone else to do the same.

Personally, I don’t think the investment is a big stretch. For everything that you do it’s beyond worth it. You’ve always been upfront about providing serious value before anything. Plus, don’t you offer like 2 weeks for free or something? That’s crazy! They have nothing to lose, so why would they be skeptical?

If you have any different thoughts or would like to add anything else, please feel free to add whatever you'd like.

If you’re over 50, don’t believe what you think about technology. We just can’t realize how quickly it’s evolving and you just shattered all of my skepticism within the first week! So yes, for the people listening to this I’d say, “Trust Adrien. He’s smart. He knows what he’s talking about. And he takes really good care of me, like all of his clients.”