Engineering Effective Communications
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Transcript of Engineering Effective Communications
EFFECTIVEENGINEERING
COMMUNICATIONS
Friday, August 16, 13
@YOURBRANDVOX@ANDREAGOULET
ANDREA GOULET FORD
TM
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PROBLEMSSolving
1 2 3INPUTS
GettingEXAMPLES
Real World
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SolvingPROBLEMS
1
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COMPETITION
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BOTTLENECKS
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HEALTHY GROWTH
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GettingINPUTS
2
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Internal ExternalStr
ategy
Execu
tion
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CHARACTER PROFILE
Internal ExternalStr
ategy
Execu
tion
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“It took me five years...I came up with lots of the characters... Loads and loads of detail, but not really the narrative.
During those five years this mass of material was generated, some of which will never find its way into the books.”
-J.K. Rowling
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CHARACTER PROFILE
WRITING GUIDE
Internal ExternalStr
ategy
Execu
tion
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BRANDVOICE
H R / f i n a n c e
operat ions
internal
customerservice
programs
digita l
strategicplanning
fundrais ing
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VS
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CHARACTER PROFILE
WRITING GUIDE
AUDIENCE SEGMENTATION
Internal ExternalStr
ategy
Execu
tion
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PERSONAS AREN’T ENOUGH
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ARCHETYPESARE MORE POWERFUL
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CHARACTER PROFILE
WRITING GUIDE
AUDIENCE SEGMENTATION
MARKETING TACTICS
Internal ExternalStr
ategy
Execu
tion
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PERSONA #1 PERSONA #2 PERSONA #3 PERSONA #4
FUNDAMENTAL ARCHETYPE Innocent (79%) Sage (87%) Explorer (60%) Innocent (100%)
SUPPORTING ARCHETYPE 1 Citizen (63%) Explorer (78%) Sage (55%) Citizen (51%)
SUPPORTING ARCHETYPE 2 Explorer (59%) Seeker (66%) Caregiver (52%) Explorer (42%)
SUPPORTING ARCHETYPE 3 Idealist (47%) Detective (60%) Seeker (52%) Seeker (42%)
SUPPORTING ARCHETYPE 4 Caregiver (43%) Creator (44%) Citizen (49%) Everyman (41%)
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EXPLORERS:CONTENT MARKETING
CITIZENS:SOCIAL MEDIA MOVEMENTS
SEEKER:GUEST CONTENT
SAGES:WHITE PAPERS
INNOCENTS:CASE STORIES & TESTIMONIALS
TOP PRIORITY
2ND PRIORITY
3RD PRIORITY
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Real WorldEXAMPLES
3
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SHOE SHOWDOWN
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WRITING WRANGLE
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BUTTON UP BLOWOUT
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BATTLE OF THE BLADES
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