Brand messaging upgrade strategy

PRESENTATION OVERVIEW

Understand parents needs

Identify branding issues

Identify the solution and strategy to eliminate branding issues

Review brand messaging options

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The observation that has been discovered is that Note Taking for parents is considered a latent need. A latent need is a visible, but unknown need to the parent. Note taking is not a significant pain point but a factor that relates to the primary pain points of parents.

IDENTIFYING CUSTOMER NEEDS

LATENT NEED

Parents are primarily concerned with their Inherent needs. An inherent needs are current, critical and requires immediate attention. Birdhouse must identify how to convince parents that Note taking is a critical component to help solve their Inherent needs.

INHERENT NEED

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IDENTIFYING PARENTS PRIMARY PAINPOINTS

Lack effective support during each stage of Autism

Lack adequate understanding and proper guidance during Autism stages

Endure Emotion, Mental, Physical, Social and Financial stresses

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BRAND MESSAGING OBSERVATION

Website does not to feature the BENEFITS that parents receive from taking notes

Brand messaging does not explain why parents should take notes of their child's behavior

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Brand only emphasizes the Birdhouse application as oppose to address the primary pain points of Parents and how the application can eliminate pain points

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How do we make parents aware of the benefits of tracking their child's behavior and convert that awareness to motivation so that they will download the app?

INDENTIFYING BRANDING ISSUES

ISSUE #1

How do we effectively influence current users to officially purchase the application?

ISSUE #2

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SOLUTION AND STRATEGY SOLUTION

•  Educate parents on the importance and benefits of tacking their child's behavior •  Develop content and informational resources that empowers parents •  Answer the Who, What, When, Where and How for Parents concerning the app •  Implement for new users a 90-day trial in order to motivate them to purchase

STRATEGY Z Leverage the immediate pain points of parents as an opportunity to provide resources that positions Birdhouse app as the painpoint solution.

CONTENT MARKETING SOLUTIONS

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Top 10 Writing

Effective Diet plans

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VIDEOS   E-­‐BOOKS   BLOG  

CONTENT MARKETING BENEFITS

Empowering content will create brand

awareness, provide value to parents and

motivate target market to utilize application

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CONTENT MARKETING SOLUTION EXAMPLE

DIET i

DIETING    TIPS  /  

SUGGESTION  

NEGATIVE  TRIGGERS  

TRACK    PLAN  

DIETING    INFORMATION  &  EDUCATION  

HOW  TO  TRACK  

Birdhouse provide parents tools of empowerment that allows them to effectively track their child’s behavior in order to find solutions and relief.

BRAND MESSAGING UPGRADE

? MISSION STATEMENT

NOTE TAKING •  Reference •  Passive

TRACKING •  Engaged •  Active

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B VALUES •  Empower Parents •  Provide Hope •  Give Strength

TEAM DISCUSSION

QUESTIONS, COMMENTS AND SUGGESTIONS