Un Canvas utile per declinare una strategia di Marketing in modo operativo e strutturato. Grazie alla mappatura iniziale delle Personas (ricollegandosi a Customer Segment e Value Proposition del Business Model Canvas), si lavora per enfatizzare quali siano i canali da utilizzare, il tone of voice e, successivamente, declinare il tutto operativamente su task interni ed esterni. Canvas progettato e realizzato da Fabio Donadoni.

1. MARKETINGFRAMECANVAS

2. © Daniele Radici / Innovation-LAB - tutti i diritti riservati
TRAINING OPEN-INNOVATION BUSINESSDESIGN LEGO® SERIOUSPLAY®

3. © Daniele Radici / Innovation-LAB - tutti i diritti riservati
DISCLAIMER
§ the present document has been realised by Daniele Radici and its intellectual property is possessed by
Daniele Radici
§ "Innovation-LAB" and ”daniele.radici” brands can only be used by Daniele Radici and their reproduction
is forbidden
§ the contents of the following document are not valuable without author’s verbal comment
§ the use, reproduction and disclosure of the following document may be permitted only by a Daniele
Radici’s written agreement.

4. © Daniele Radici / Innovation-LAB - tutti i diritti riservati
THECANVAS
Since today, Canvases have focused on different
aspects of a business at very different stages of
developement.
This whole new canvas represent the step following
Business Model Canvas and it is a framework that
examines in detail how to deliver your firm Value
Proposition.
Who is interested in your product/service?
How and what do you have to do to reach them?
Decomposing all the aspects of a marketing plan
will help to understand the needs that must be
fulfilled to achieve your goals in the most effective
way.

5. © Daniele Radici / Innovation-LAB - tutti i diritti riservati
WHAT
The Marketing Frame Canvas is a brand new
strategic tool specifically designed to develop a
marketing plan.
The framework includes and organise all the
principal aspects that should be taken into account
in order to develop a marketing strategy.
WHEN
The tool represents the step following the Business
Model Canvas and it focuses on the developement
of communication channels of a specific product or
value proposition.

6. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
RECAP
You shall place into each dedicated space the Customer
Segment and its own Value Propositions.

7. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
PERSONAS
Who are your Personas?
Split the Customer Segment you found in the BMC so that
a higher level of detail is reached.
If you desire to go deeper in the Personas Analysis, you
may also want to use the “User Personas Canvas”.

8. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
CHANNELS
How are you going to reach every Persona?
Both physical and digital, distributive and communicative
Channels in order to reach every Personas.

9. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
TONEOFVOICE
What is the register you should use to
communicate to each Persona?
You should choose the right tone to use
with every and each Persona.

10. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
What do you need to do internally in order
to make the Channel work successfully?
List every internal activity necessary to
create and maintain all the Channels.
INTERNALTASKS

11. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Which resources do you need to get
Internal Tasks done?
They may be physical, financial, intellectual
or human resources.
RESOURCES

12. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
EXTERNALTASKS
What do you need to get
done externally in order to
make the Channel work
successfully?
List every external activity
necessary to create and
maintain and manage all
the Channels.

13. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
PARTNERS/SUPPLIERS
Which partner do you need
to get External Tasks done?
List the Partners or
Suppliers that will do or
help doing External Tasks.

14. MARKETINGFRAMECANVAS
PERSONASCHANNELS
Project name: _______________________________ Data & Rev.: ______________________ © Daniele Radici - tutti i diritti riservati
DESIGNED BY: Fabio Donadoni // This work is licensed under the Creative Commons Licence “Attribution-ShareAlike 4.0 International” (CC BY-SA 4.0) - To view a copy of
this license, visit: http://creativecommons.org/licenses/by-sa/4.0/. You can copy and redistribute the material in any medium or format but: you must give appropriate credit,
provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you may not distribute the modified material.
RESOURCES INTERNAL TASKS
INSIDE THE FIRM
EXTERNAL TASKS
OUTSIDE THE FIRM
PARTNERS/SUPPLIERS
TONE OF VOICE
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition
Customer
Segment
Value
Proposition

15. © Daniele Radici / Innovation-LAB - tutti i diritti riservati
POST-IT®
1 POST-IT, 1 CONCEPT
SUMMARY (MANDATORY)
MOVABLE
COLOURED

16. © Daniele Radici / Innovation-LAB - tutti i diritti riservati
As a Visual Management instrument, Marketing
Frame Canvas helps to visualise concepts quickly
and smartly.
It provides a framework complete of all informations
needed to develop a marketing plan.
• DURATION: 1 hour
• PARTICIPANTS: 3÷7 people
• FREQUENCY: every 6 months
ADVANTAGES
IDENTIKIT

17. © Daniele Radici / Innovation-LAB - tutti i diritti riservati
DANIELERADICI
daniele@danieleradici.com
+39.349.4143.581
THANKYOU! FABIODONADONI
www.innovation-lab.it
Via Masone, 2
24121 - Bergamo
fabio@innovation-lab.it
+39.345.2225.822