Engineering Effective Communications

EFFECTIVEENGINEERING

COMMUNICATIONS

Friday, August 16, 13

http://www.COMPANYNAME.COM


@YOURBRANDVOX@ANDREAGOULET

ANDREA GOULET FORD

TM






PROBLEMSSolving

1 2 3INPUTS

GettingEXAMPLES

Real World




SolvingPROBLEMS

1


COMPETITION


BOTTLENECKS


HEALTHY GROWTH


GettingINPUTS

2


Internal ExternalStr

ategy

Execu

tion


CHARACTER PROFILE


ategy

Execu

tion


“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


CHARACTER PROFILE

WRITING GUIDE


ategy

Execu

tion


BRANDVOICE

H R / f i n a n c e

operat ions

internal

customerservice

programs

digita l

strategicplanning

fundrais ing


VS


CHARACTER PROFILE

WRITING GUIDE

AUDIENCE SEGMENTATION


ategy

Execu

tion


PERSONAS AREN’T ENOUGH


ARCHETYPESARE MORE POWERFUL


CHARACTER PROFILE

WRITING GUIDE

AUDIENCE SEGMENTATION

MARKETING TACTICS


ategy

Execu

tion


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%)


EXPLORERS:CONTENT MARKETING

CITIZENS:SOCIAL MEDIA MOVEMENTS

SEEKER:GUEST CONTENT

SAGES:WHITE PAPERS

INNOCENTS:CASE STORIES & TESTIMONIALS

TOP PRIORITY

2ND PRIORITY

3RD PRIORITY


Real WorldEXAMPLES

3


SHOE SHOWDOWN


WRITING WRANGLE


BUTTON UP BLOWOUT


BATTLE OF THE BLADES


Engineering Effective Communications

Business

Transcript of Engineering Effective Communications