22 yrs content creation - MORdirections€¦ · • identify and design personas for primary and...

Skills snapshot

Strategic development

Vision Promise

Internal External

2

How do we want to be

perceived and what is

our competitive

advantage?

How do we intend to

fulfill our commitment?

What actions will we

take?

What do we want

our brand

to become?

What is our

commitment to

our customers?

Delivery Positioning

[email protected] MORdirections //ca.linkedin.com/in/mordirections

Tactical motivation

Drivers

Emotional

Value

Awareness

Differential

Brand as an asset

Authentic connection to target

audience and stakeholders

Define an

inspiring experience

Deliver superior

market presence

3 [email protected] MORdirections //ca.linkedin.com/in/mordirections

Planning considerations

ANALYSIS STRATEGY DELIVERY INTERNAL AUDIT

• critique current brand promise, product,

and market position

• internal and external sw/lot and review

for alignment with values

• portfolio analysis for multiple brands

TARGET AUDIENCE

• identify and design personas for primary

and secondary audiences

• research common trends, needs, and

existing perceptions

• identify stakeholders and key influencers

COMPETITION FOR AUDIENCE AND

STAKEHOLDER ATTENTION

• review market position, brand identity,

history to identify strengths, weaknesses

• match values with target audiences and

stakeholders to identify common values

and points for collaboration

VALUE PROPOSITION

Identify functional and emotional touch

points

PLANNING

Determine brand identity, market position

and target audience profile to identify frame

of reference, point of differential, and

reasons to engage:

• How will the touch points evolve?

• What actions will renew distinctiveness?

• What are the most important opportunities

for enhancing value?

• What individuals or groups drive these

new ventures into reality?

Develop strategy and tactics to implement

METRICS

How is progress measured against desired

outcomes?

Report(s) for above

BRAND

How will the brand, marketing, publicity, and

communications strategies be executed

across the organization?

BRAND ARCHITECTURE

(brand portfolio)

BUILD BREAKTHROUGH PRESENCE

What and where are critical bottles necks?

Identify traditional and viral channels; when to

use which; factor in "word of mouth”

What role publicity plays:

• Which media organizations will best reach

and deliver key messages to target audience

and stakeholders?

• What is the dynamic interplay between

channel options?

Timing of internal and stakeholder

communications:

• Who needs to know what and when?

• How is progress monitored against key

objectives?

• How are these messages delivered?

Report(s) for above


Methodology snapshot

5

Project development

Project implementation


Project organization

6

Google

Docs #Slack

Cinecore


Government of Alberta - Culture and Tourism

7

Develop, write, and implement traditional public relations materials: communications plans and social media

campaigns, community engagement materials, cabinet reports, and inter-provincial presentations.


https://albertaculture.wordpress.com/2016/09/27/world-tourism-day-accessing-albertas-treasures/

https://www.flickr.com/photos/albertaculture/albums/72157671196275083

Association of Professional Engineers and Geoscientists of Alberta

8

Develop, write, and design public relations materials: print collateral, video scripts, and writing and style

guide; devise social media campaigns, monitor media, and assist with compliance under Canada's anti-spam

legislation (CASL) for this provincial regulator of professional engineers and geoscientists.


Araucanía Digital

Develop strategy to attract investment, earn trust, and leverage UNESCO relationship to support this three-

pronged transmedia incubator using culture, education, and technology as an economic entry point for the

indigenous people of Chile's Araucanía region.


Association of Film Commissioners Int’l University (AFCI-U)

10

Develop, write, and present new business practices for members of this professional association and educator:

Priming the Digital Economy

Sustaining Your Commission and Creative Community

Film Commissioners as Economic Developers (master class)


Vancouver Economic (Development) Commission (VEC)

11

Develop communications materials to lobby industry, academia, and government support for VEC’s

business development strategy and the Metro Vancouver 2010 Olympic business attraction program.


Campbell River Creative Industries Council (CRCIC)

Mentor Council to broker relationships with governments, industry, and post secondary institutions to support

using technology, design, and alternative energy to expand this region’s single sector economy.


British Columbia Innovation Council (BCIC)

Apply personal, in-depth knowledge of technology and content

creation to construct business case for strengthening the regional

economy by building capacity in specific creative sectors.

Achievements to date:

3 International companies relocate to Vancouver BC

1 Canadian Centre of Excellence

1 International Conference; 15,000 attendees*

$1.35+ million property tax**

$7.5+ million conference/tourism revenue***

** * SIGGRAPH conference repeated successes in Vancouver, August 2014, and

currently scheduled for Vancouver in 2018

* ** 300 new hires relocated to Vancouver paying avg. $1,500ea property tax 2009-11

*** 15,000 attendees paying avg. $500ea during 6 day period


BC 2010 Olympic Games Secretariat (BCOGS)

Blending iconic images with state-of-the-art technical

displays and unique collateral material to promote

British Columbia and Canada.

150+ media stories reaching over 200 countries

Interactive display enjoyed by 200,000+ visitors

Collateral material for 15 Government functions and

40+ business meetings equaling over $100 million

dollars in new business for BC companies

Preparations for 2008 Beijing Summer Olympic Games


Broadcast and Digital Media

Develop and apply skills to create, write, and produce audience-attracting content, enhance ability to discern

criteria, make decisions, and collaborate in deadline driven environments and implement practice of measure

and track activities to replicate future successes.


22 yrs content creation - MORdirections€¦ · • identify and design personas for primary and...

Documents

Transcript of 22 yrs content creation - MORdirections€¦ · • identify and design personas for primary and...