EFFECTIVEENGINEERING

COMMUNICATIONS

Friday, August 16, 13

@YOURBRANDVOX@ANDREAGOULET

ANDREA GOULET FORD

TM

Friday, August 16, 13

PROBLEMSSolving

1 2 3INPUTS

GettingEXAMPLES

Real World

Friday, August 16, 13

SolvingPROBLEMS

1

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Friday, August 16, 13

COMPETITION

Friday, August 16, 13

Friday, August 16, 13

BOTTLENECKS

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Friday, August 16, 13

HEALTHY GROWTH

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GettingINPUTS

2

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Internal ExternalStr

ategy

Execu

tion

Friday, August 16, 13

CHARACTER PROFILE

Internal ExternalStr

ategy

Execu

tion

Friday, August 16, 13

“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

Friday, August 16, 13

CHARACTER PROFILE

WRITING GUIDE

Internal ExternalStr

ategy

Execu

tion

Friday, August 16, 13

BRANDVOICE

H R / f i n a n c e

operat ions

internal

customerservice

programs

digita l

strategicplanning

fundrais ing

Friday, August 16, 13

VS

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CHARACTER PROFILE

WRITING GUIDE

AUDIENCE SEGMENTATION

Internal ExternalStr

ategy

Execu

tion

Friday, August 16, 13

Friday, August 16, 13

PERSONAS AREN’T ENOUGH

Friday, August 16, 13

ARCHETYPESARE MORE POWERFUL

Friday, August 16, 13

CHARACTER PROFILE

WRITING GUIDE

AUDIENCE SEGMENTATION

MARKETING TACTICS

Internal ExternalStr

ategy

Execu

tion

Friday, August 16, 13

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

Friday, August 16, 13

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

Friday, August 16, 13