The COI Model
Community of Interest
Community of interest – A group of people connected to each other by a need to solve
common problems, develop skills and share common practices. Each proponent's
lifelong-learning center will be its community of interest. A community of interest may
contain smaller subsets of people sharing information within their respective communities
* As defined by google
What is in “Community of Interest”
• The people for whom we communicate should be
involved with our brand, what it stands for ?
• Change their perception from they to us .
• add value via our means of communication
approach to their life.
Some basic questions That COI
• Is a bigger billboard at a key ,strategic junction
creating enough talk or just noise ?
• Do we need to move ahead of billboards and get
into dual strategy communication vehicles (
communicate and serve a purpose).
• Do we need to involve our audience from mere
spectators/passerby ( OTS) to interested
What is in “Community of Interest” for
• The people for whom we communicate should be involved with our
brand, what it stands for.
• Change their perception from “them” to us .
• Add value via our means of communication approach to their life.
• Get away from clutter of eye hurting visibility
• The effort is to create a Communication Zone and not just branding ,
where in we maintain and control the environment and offer it to the
city as Your contribution to make this city/Community a better place,
but keeping our communication and visibility needs in sight.
More than just branding
• It would give Your Brand a Community
leadership position, shift it from They to us
• We might be able to set up example for
corporate sponsored branding projects.
• The PR value that it would generate and
has potential of generating.
What matters to clients and their
Visibility engagement Soulworks
Soulworks – what we do
• We understand your consumer and design our
program around them.
• We define visibility ( where when and how the
brand /product/service) needs to be visible and
engagement ( where, when and how the
brand/product / service) needs to Engage.
• Mass /Class/ Alas. Retail, smart media, engaging
OOH, Content creation and delivery. Hands on
• Network of experts across all fields.
It starts with consumer
The Vision – Consumer Delight
• Stylos don’t work because a consumer sees 1 vision,1 brand , 1
• Creative agency, PR agency, Digital Agency, Media Agency,
Activation agency, OOH agency and the client. But who owns the
brand ? Are the owners, real owners ? Do they have control ?
• We wish to create conversations around brands, tell consumers the
real stories, help brands being more active listeners and being seen
• We also want to partner and not isolate the newage consumer (
and not just youth)
• We wish to be the friendship bridge which brings friends together (
the brand and the consumer)
• Internal consumers . Any one ????