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Come with me to the land of pure imagination….. Brand Target Audience Community Key Influencer Key Influencer Community Target Audience Audience Persona.

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Presentation on theme: "Come with me to the land of pure imagination….. Brand Target Audience Community Key Influencer Key Influencer Community Target Audience Audience Persona."— Presentation transcript:

1 Come with me to the land of pure imagination….

2 Brand Target Audience Community Key Influencer Key Influencer Community Target Audience Audience Persona Benefit Exchange Marketing Mix Message Strategy Creative Brief Key Influencer Strategy Community Mobilization Strategy “Modified” Creative Brief Your Marketing Strategy W2 W3

3 Target Audience Strategy Audience Persona Benefits Exchange Marketing Mix Message Strategy Creative Brief MT W H H

4 Results of Quantitative Research Stages of Behavior Change Target Audience Characterization Results of Qualitative Research

5 Audience Persona Benefits Exchange Marketing Mix Message Strategy Creative Brief

6 Target Audience Persona Photos Your heart and “gut” feel Your thoughts and memories

7 Benefits Exchange Audience Persona Benefits Exchange Marketing Mix Message Strategy Creative Brief

8 Benefits Exchange

9 Marketing Mix Audience Persona Benefits Exchange Marketing Mix Message Strategy Creative Brief

10 Marketing Mix 5 Ps

11 Message Strategy Audience Persona Benefits Exchange Marketing Mix Message Strategy Creative Brief 5 Ps

12 Messaging Strategy SMARTSMART 5 Ps

13 Creative Brief Audience Persona Benefits Exchange Marketing Mix Message Strategy Creative Brief 5 Ps

14 Creative Brief 1. Problem Statement (ToC narrative) 2. Audience Persona 3. Desired Action (Product) 4. Barriers to Change (Price) 5. Benefits Exchange (Positioning) 6. Support (Support Messages) 7. Image and Tone 8. Openings (Place) 9. Mandatories 10. Creative Materials (Promotion) 5 Ps Product Price 5 Ps Positioning Place Promotion TOC Narrative

15 Target Audience Plan Audience Persona Benefits Exchange Marketing Mix Message Strategy Creative Brief 5 Ps

16 Target Audience Community Key Influencer Key Influencer Community Target Audience Audience Persona Benefit Exchange Marketing Mix Message Strategy Creative Brief Key Influencer Plan Community Mobilization Plan “Modified” Creative Brief Brand

17 Target Audience Support Community Mobilization Purpose: Engage entire community to support behavior change of TA. Identification of who trying to reach Engagement strategies Modified creative brief Materials and Activity ideas Key Influencers Purpose: Enlisting support from those with high influence over TA. Identification of key influencers Engagement strategies Materials or Messages needed

18 J Brand

19 Target Audience Community Key Influencer Key Influencer Community Target Audience Audience Persona Benefit Exchange Marketing Mix Message Strategy Creative Brief Key Influencer Plan Community Mobilization Plan “Modified” Creative Brief Brand

20 Give these to your Creative Person Primary Documents: 1.Full Audience Persona 2.Creative Brief 3.Brand Mood Board Supporting Documents: 1.Marketing Mix 2.Messaging Strategy 3.Anything else they request

21 Creative Brief W4 & 6

22 Target Audience Plan Community Mobilization Key Influencers W6

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