Masterclass conducted for participants at a growth hackathon that provides a platform for youths to showcase their abilities as well as industry networking. *** Organised by *SCAPE and supported by Isentia for the 2nd run, we hope to inspire more youths to creatively think out-of-the-box for business solutions in this new normal and address key challenges faced in the below focal areas evolving around sustainability. Focal Areas Food Security Reduced Pressure on Livestock Zero Wastage Clean Tech Sustainable Urban Planning and Mobility https://www.scape.sg/scapeentrepreneurship/hacking-the-new-normal-sustainability/

1. Hacking the new normal
Communicating your innovative ideas to address
sustainability challenges today.
16.03.2021

2. THE BRIEF / OBJECTIVES
- Participants are to hack creative business solutions for the new normal
- Address key challenges faced in the below focal areas evolving around
sustainability.
- Focal Areas
- Food Security
- Reduced Pressure on Livestock
- Zero Wastage
- Clean Tech
- Sustainable Urban Planning and Mobility

3. The narrative of your comms should be based on
needs.
And needs is a state of mind.
Once your solution is framed, you will need to
complete the following tasks:
- Who is your addressable market? (there is no
such thing as everywhere)
- Who is the target audience (TA)? (again,
‘everyone’ is not a feasible target)
- What is the TA’s needs? What are their
reasons to believe (RTB)?
- Applying Catch/Connect/Close
- Apply the RTBs to your content
YOUR COMMUNCATIVE
BRIEF

4. SUSTAINABILITY’S SIREN CALL FOR BEAUTY

5. SUSTAINABILITY = +SOCIAL PURPOSE Exercise:
PAUSE and
DISCUSS

6. ASIAPAC HAS POOR SCORES RE: SUSTAINABILITY

7. The narrative of your comms should be based on
needs.
And needs is a state of mind.
Once your solution is framed, you will need to
complete the following tasks:
- Who is your addressable market? (there is no
such thing as everywhere)
- Who is the target audience (TA)? (again,
‘everyone’ is not a feasible target)
- What is the TA’s needs? What are their
reasons to believe (RTB)?
- Applying Catch/Connect/Close
- Apply the RTBs to your content
YOUR COMMUNCATIVE
BRIEF

8. MILLENENIALS + GENZ AT VANGUARD

9. HIGH USE = HIGH SUS ON SUSTAINABILITY

10. PREMIUM & DIGITAL PREFERS ETHICS

11. The narrative of your comms should be based on
needs.
And needs is a state of mind.
Once your solution is framed, you will need to
complete the following tasks:
- Who is your addressable market? (there is no
such thing as everywhere)
- Who is the target audience (TA)? (again,
‘everyone’ is not a feasible target)
- What is the TA’s needs? What are their
reasons to believe (RTB)?
- Applying Catch/Connect/Close
- Apply the RTBs to your content
YOUR COMMUNCATIVE
BRIEF

12. TA’S MOVE FROM CLEAN -> GREEN -> CONCIOUS

13. TA’S PANDEMIC-TRIGGERED VALUES

14. EXAMPLES: CONCIOUSABLE CONSUMPTION

15. The narrative of your comms should be based on
needs.
And needs is a state of mind.
Once your solution is framed, you will need to
complete the following tasks:
- Who is your addressable market? (there is no
such thing as everywhere)
- Who is the target audience (TA)? (again,
‘everyone’ is not a feasible target)
- What is the TA’s needs? What are their
reasons to believe (RTB)?
- Applying Catch/Connect/Close
- Apply the RTBs to your content
YOUR COMMUNCATIVE
BRIEF

16. CATCH >>> CONNECT >> CLOSE
CATCH CONNECT CLOSE
Discover the TA’s motivations and
platform used most often.
Fit product/service USPs to
constructed narrative.
Figure out the KPIs with direct
delivery to the bottomline.
Use your <If I'm looking for [???]... I
will go here.> statement.
A/B test content pillars and
calendar around the statement.
Find the best content distribution
model for best returns.
Make purchase seamless and
minimise dropoff.
Apply a lifecycle layer to help the
customer repurchase.
Consider using a referral model to
connect with their network.

17. The narrative of your comms should be based on
needs.
And needs is a state of mind.
Once your solution is framed, you will need to
complete the following tasks:
- Who is your addressable market? (there is no
such thing as everywhere)
- Who is the target audience (TA)? (again,
‘everyone’ is not a feasible target)
- What is the TA’s needs? What are their
reasons to believe (RTB)?
- Applying Catch/Connect/Close
- Apply the RTBs to your content
YOUR COMMUNCATIVE
BRIEF

18. WHAT IS RELAVANCE?
Ultimately content relevance is being able to perform a
service for the user.
Example
You are selling a bio-degradable detergent.
Match the sample topic to the circle:
a. Singapore’s landfills will be at maximum capacity by
2025
b. Every time someone uses a bottle of our detergent,
landfill volume in Singapore is reduced by 0.01%
c. Join us in helping Singapore reduce its landfill volume by
20% by 2025
Circle of
Concern
Circle of
Interest
Circle of
Utility
Exercise:
PAUSE and
DISCUSS

19. INEFFECTIVENESS OF BANALITY
Narcissistic behaviour is rarely beloved.
We call this the one-way path to doomed mediocrity.
Exercise:
PAUSE and
DISCUSS

20. Irrelevance Banality Relevance Focused Banality
The
Chasm
Pointless
Low quality content that has no
relevance to the brand. No original
content. Heavily comprises links to
other sources
Crossing the Chasm
The ah-ha moment when content
resonates with TA. Signs of this include
shares, engagement and clicks.
Populism
Content has gained the brand great favor with TA. Large increases in
Shares, Likes, Comments and fan growth. Content has to be crafted with
TA and P2P in mind to generate high engagement scores
Narcissist
Low quality content that simply echoes
the brand USP or self promotes without
creative thoughts given to creating
alignment with TA P2P
CONTENT ENGAGEMENT CURVE
Effectiveness measured

21. Knowing why TA who wants to support
sustainability in consumption, do you know where
your content will lie on the chart?
What would best convince them you are the
solution they can stand behind?
CRAFTING YOUR POPULISM CONTENT
Mass
Niche
Something they
need
Something they
support
Exercise:
PAUSE and
DISCUSS

22. CATCH >>> CONNECT >> CLOSE
CATCH CONNECT CLOSE
DISCOVERY INSPIRATION
REALISE THE
DREAM
What is out there? What are the options? Let’s do it!
Exercise:
PAUSE and
DISCUSS

23. If I'm looking for [???]... I will go to you.
Exercise:
PAUSE and
DISCUSS

24. WHAT IS RELAVANCE IN DISTRIBUTION?
Relevance is not a fixed point. It is something that changes
from moment to moment and from person to person.
TV stations used to be limited in channels and
mass-appeal in nature. So there are overlaps in interest
amongst the viewers. You are more likely to have watch
the same show as your neighbour.
But today, mass appeal is a fail. Niches, and therefore,
relevance is a win. It also means you have to be
ultra-targeted in who you are messaging.
Think about it.
How did a science channel beat out NYT in terms of video
views?
Exercise:
PAUSE and
DISCUSS

25. CONTENT DISTRIBUTION ACROSS TIME

26. DOES SOCIAL MEDIA IMPROVE DISTRO?
Think of each social media network as a
supermarket. Each platform offers unparalleled
access to a roving horde of TAs. Pick a shelf to
place your product and off you go.
Except it is really not.
Each brand has an equitable chance of
distribution.
To be the first amongst equals, you pay your way to
be top of shelf (mind).
So if you had to buy toothpaste today. What would
you reach for? And why?
Exercise:
PAUSE and
DISCUSS

27. The narrative of your comms should be based on
needs.
And needs is a state of mind.
Once your solution is framed, you will need to
complete the following tasks:
- Who is your addressable market? (there is no
such thing as everywhere)
- Who is the target audience (TA)? (again,
‘everyone’ is not a feasible target)
- What is the TA’s needs? What are their
reasons to believe (RTB)?
- Applying Catch/Connect/Close
- Apply the RTBs to your content
#AMA TIME! 😆

28. We are hiring 😏
https://edvar.cl/dns12021
Book my time ⏰
https://edvar.cl/bookmytime
Linkedin
https://edvar.cl/li

29. ARIGATOU!