2. Project Name: Date: Version Number: Purpose Key Messages Audience
Why do you want to tell a story?
Key Messages
What are your core messages?
Audience
Story
What is supposed to happen in your story?
Call to Action
How shall your audience interact with you?
Look and Feel
What ambience do you want to create?
Style and Tone
What kind of tone suits your story?
People and Places
What is the setting of your story?
Campaign
Which channels do you want to distribute your story with?
Goals
What are your big dreams you want to become true?
Objectives
In what kinds of little tasks can you break down your goals?
Who is your target group?

3. Project Name: Date: Version Number: Purpose Key Messages Audience
What do you want to achieve with your story?
Key Messages
What core message(s) do you want to get through?
Audience
Your target audience
Who do you want to reach out to?
Remember that the audience is the most important factor!
Story
What kind of story do you want to tell?
What is supposed to happen?
What kind of journey is the hero going through?
Put your audience into the role of the hero!
Call to Action
How do you want your audience to interact with you?
Look and Feel
Describe the sort of ambience you want to convey
What emotions do you want your audience to feel?
Style and Tone
Closely connected to “Look & Feel”
Specify the design and pitch
What tone suits your story?
People and Places
Determine the settings and scenery
What’s your main demographic?
Campaign
Which channels do you use to spread your story?
Consider the main channels your audience is using!
Goals
Note down your dreams you want to accomplish
Think big!
Objectives
Break down your goals into small achievable steps
Be more pragmatic

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