Presented by A. Pia Abola, PhD, CURIO Marketing

1. A. PIA ABOLA, PhD.
CURIO Marketing
pia.abola@curio-marketing.com | (510) 329-6502 | curio-marketing.com
Strategic Communications
A very brief introduction
9 • 7 • 2016

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
The purpose of (business) communication is not to transfer
information, it’s to elicit a response...

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
The purpose of (business) communication is not to transfer
information, it’s to elicit a response...say what you need to say
to accomplish your goals and nothing more.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
The purpose of (business) communication is not to transfer
information, it’s to elicit a response...say what you need to say
to accomplish your goals and nothing more.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
The purpose of (business) communication is not to transfer
information, it’s to elicit a response...say what you need to say
to accomplish your goals and nothing more.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
The purpose of (business) communication is not to transfer
information, it’s to elicit a response...say what you need to say
to accomplish your goals and nothing more.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
hypothetical product
From ACME Scientific
The Screenerator System—a screening instrument that can
simultaneously measure multiple parameters in a single
cell in liquid culture. Measurements are fast—3 X 384 well
plates and 12 parameters, in one hour—making this an ideal
instrument for cell-based screening, especially for immuno-
oncology indications.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals What outcome?
EXAMPLE:
An investor to fund
conversion of the
prototype into a
commercially-viable
instrument
(Be specific)

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals Why?
To help decide what
information should be
included and make sure
it supports the desired
outcome

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
What action?
EXAMPLE:
See the data and talk
about investment
opportunities—set up a
call by emailing info@
acme-screeners.com
(Be specific)

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
Why?
To compel action and
remove any doubt in the
audience’s mind about
next steps

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
Goal Generalized
For most of you, the CTA
you will want will be
to set up a one-on-one
meeting, preferrably in
person.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
Who?
EXAMPLE:
Investors funding
early-stage companies
developing instruments
for immuno-oncology
drug discovery
(Be specific)

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
Why?
To help determine
level of technical/
scientific detail
and language, tone
(collegial, informational,
humorous), and channel
(how to reach these
people)

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
Need to really
understand the
audience
What motivates them?
What are they looking
for? What will grab their
attention?

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
Need to really
understand the
audience
What motivates them?
What are they looking
for? What will grab their
attention?
So you can stand out

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
Value proposition
- For [audience]
- Their need
- Your benefit
- What makes you
different
- Proof point(s)
- CTA

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
Value proposition
EXAMPLE:
We’re looking for early-stage
pharma and private investors who
are interested in funding screening
platforms for immune-oncology
therapeutics discovery. We’ve
developed a technology that can
accelerate drug discovery timelines—
thus reducing development costs—
by enabling cell-based screeners to
collect 13,000 data points reporting
on 12 cellular parameters in just
one hour. See the data for yourself
and learn more about investment
opportunities—email us at info@
acme-scientific.com to set up an
appointment.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
For
EXAMPLE:
We’re looking for early-stage
investors who are interested in
funding screening platforms for
immune-oncology therapeutics
discovery. We’ve developed a
technology that can accelerate drug
discovery timelines—thus reducing
development costs—by enabling cell-
based screeners to collect 13,000
data points reporting on 12 cellular
parameters in just one hour. See
the data for yourself and learn more
about investment opportunities—
email us at info@acme-scientific.com
to set up an appointment.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
Need
EXAMPLE:
We’re looking for early-stage pharma
and private investors who are
interested in funding screening
platforms for immune-oncology
therapeutics discovery. We’ve
developed a technology that can
accelerate drug discovery timelines—
thus reducing development costs—
by enabling cell-based screeners to
collect 13,000 data points reporting
on 12 cellular parameters in just
one hour. See the data for yourself
and learn more about investment
opportunities—email us at info@
acme-scientific.com to set up an
appointment.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
Benefit (differentiator)
EXAMPLE:
We’re looking for early-stage
pharma and private investors who
are interested in funding screening
platforms for immune-oncology
therapeutics discovery. We’ve
developed a technology that can
accelerate drug discovery timelines—
thus reducing development costs—
by enabling cell-based screeners to
collect 13,000 data points reporting
on 12 cellular parameters in just
one hour. See the data for yourself
and learn more about investment
opportunities—email us at info@
acme-scientific.com to set up an
appointment.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
Proof points
EXAMPLE:
We’re looking for early-stage
pharma and private investors who
are interested in funding screening
platforms for immune-oncology
therapeutics discovery. We’ve
developed a technology that can
accelerate drug discovery timelines—
thus reducing development costs—
by enabling cell-based screeners to
collect 13,000 data points reporting
on 12 cellular parameters in just
one hour. See the data for yourself
and learn more about investment
opportunities—email us at info@
acme-scientific.com to set up an
appointment.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
CTA
EXAMPLE:
We’re looking for early-stage
pharma and private investors who
are interested in funding screening
platforms for immune-oncology
therapeutics discovery. We’ve
developed a technology that can
accelerate drug discovery timelines—
thus reducing development costs—
by enabling cell-based screeners to
collect 13,000 data points reporting
on 12 cellular parameters in just
one hour. See the data for yourself
and learn more about investment
opportunities—email us at info@
acme-scientific.com to set up an
appointment.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
 Create the final piece

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Define your goals
 Define the call-to-action (CTA)
 Define the audience
 Craft the underlying message
 Create the final piece
Example 1
ELEVATOR PITCH:
We’ve developed a novel,
cell-based screening
technology for immuno-
oncology drug discovery
that can accelerate the
discovery phase and
reduce costs.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
message components
 Create the final piece
Example 2
WEBSITE PAGE:
Immuno-oncology is a rapidly growing and promising new approach to treating cancer,
but discovery times can be long and and the assays complex. Both investors and pharma
companies are looking for emerging technologies that can speed the discovery and
development process. At ACME Scientific, we are gearing up to meet this challenge with our
ACME Screenerator System. Faster than anything currently on the market, the Screenerator
System can rapidly make information-rich, cell-based measurements, collecting 13,000 data
points reporting on 12 cellular parameters in just one hour. The result is accelerated immuno-
oncology discovery and the accompanying cost-savings.
We are currently looking for investors ready to help us commercialize this system. To find out
more about our Screenerator development program and see the data for yourself, email us at
info@acme-scientific.com.

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A . P I A A B O L A , P h D . | C U R I O M a r k e t i n g
THANK YOU!
questions?