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@MACKFOGELSON
focused
#WISTIAFEST 2015
WORKSHOP with Mack Fogelson
establishing
marketing goals
WHAT ARE YOUR VIDEOS
g
h
HELPING YOU ACCOMPLISH?
@MACKFOGELSON
@MACKFOGELSON
Oliver Emberton
The more directions you’re being
pulled in, the less you’ll travel.
“ “
time to get focused
SO THAT YOU CAN PRODUCE GREAT VIDEOS
@MACKFOGELSON
that will help your company accomplish big things.
https://download.unsplash.com/photo-1421986527537-888d998adb74
@MACKFOGELSON
AND ALSO SO THAT YOU CAN ALIGN YOUR TEAMS
and work toward the same overarching goals.
https://download.unsplash.com/photo-1415889678233-eb900aeee9e1
THE FOCUS CANVAS
g
h
TO HELP YOU FOCUS AND STUFF
@MACKFOGELSON
@MACKFOGELSON
Your 

Focus Canvas
THERE ARE 8 PARTS
g
h
TO THE FOCUS CANVAS
@MACKFOGELSON
YOUR FOCUS CANVAS TIMEFRAME
@MACKFOGELSON
Refresh your Focus Canvas every three to four months.1
YOUR MEANING BEYOND MONEY
@MACKFOGELSON
Why your company exists beyond making a profit.2
WHY YOU’RE DIFFERENT
@MACKFOGELSON
These characteristics inform your value.
3
THE VALUE YOUR COMPANY PROVIDES
@MACKFOGELSON
Your value must be unique to your company.4
WHAT YOU’RE TRYING TO ACCOMPLISH
@MACKFOGELSON
The business & brand goals that are part of the overarching vision.
5
WHO YOUR CUSTOMERS ARE
@MACKFOGELSON
The people you’re providing value to and connecting with.
6
HOW YOU’RE HELPING YOUR CUSTOMERS
@MACKFOGELSON
The questions you’re answering and the value you’re delivering.
7
WHAT’S IMPORTANT NOW
@MACKFOGELSON
What you’re focusing on in the short-term to accomplish goals.
8
TODAY WE WILL FOCUS
g
h
IN-DEPTH ON 3 PIECES OF THE CANVAS
@MACKFOGELSON
@MACKFOGELSON
YOUR MEANING BEYOND MONEY
WHAT YOU’RE GOING TO ACCOMPLISH
WHAT’S IMPORTANT NOW
2
5
8
THE ORANGE SLIDE
g
h
MEANS APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
OK KIDS
g
h
LET’S GET THIS PARTY STARTED
@MACKFOGELSON
YOUR FOCUS CANVAS TIMEFRAME
@MACKFOGELSON
Refresh your Focus Canvas every three to four months.1
YOUR MEANING BEYOND MONEY
@MACKFOGELSON
Why your company exists beyond making a profit.2
@MACKFOGELSON
Brian Solis
Companies with a higher purpose 

are more profitable than those 

that just think about the bottom line.
“ “
pho
@MACKFOGELSON
meaning
beyond
money
This is the stuff that earns a
community, makes for happier
employees, and provides a
strategic advantage over your
competition.
https://download.unsplash.com/photo-1431391284046-6951bdb680c9
PATAGONIA’S MEANING BEYOND MONEY
@MACKFOGELSON
is working to be a responsible company: both socially and environmentally.
OK, kids
g
h
LET’S WATCH A VIDEO
@MACKFOGELSON
https://www.youtube.com/watch?v=7muOgpX8vaQ
@MACKFOGELSON
GOLDIEBLOX’S MEANING BEYOND MONEY
@MACKFOGELSON
is helping girls develop an affinity for science, technology, and engineering.
OK, kids
g
h
LET’S WATCH ANOTHER VIDEO
@MACKFOGELSON
https://vimeo.com/104670437
TRAVELING VINEYARD’S MEANING BEYOND MONEY
@MACKFOGELSON
is helping people find more satisfaction in their lives.
OK, kids
g
h
LET’S WATCH ONE MORE VIDEO
@MACKFOGELSON
https://travelingvineyard.wistia.com/medias/0qqitox1ov
YOUR MEANING
g
h
DOESN’T HAVE TO BE A WORLDLY CAUSE
@MACKFOGELSON
MEANING RESOURCES
http://mackwebsolutions.com/2015/04/lead-meaning-marketing/
@MACKFOGELSON
http://mackwebsolutions.com/2015/03/using-focus-build-long-term-momentum-responsive-companies/
WHY YOU’RE DIFFERENT
@MACKFOGELSON
These characteristics inform your value.
3
THE VALUE YOUR COMPANY PROVIDES
@MACKFOGELSON
Your value must be unique to your company.4
VALUE & USP RESOURCES
https://strategyzer.com/value-proposition-design
@MACKFOGELSON
http://www.forbes.com/sites/theyec/2015/04/22/how-to-craft-the-ultimate-60-second-startup-pitch/
http://conversionxl.com/value-proposition-examples-how-to-create/
http://www.helpscout.net/blog/value-proposition/
NOW iT’S YOUR TURN
g
h
TO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
OK KIDS
g
h
LET’S KEEP THIS PARTY GOING
@MACKFOGELSON
WHAT YOU’RE TRYING TO ACCOMPLISH
@MACKFOGELSON
The business & brand goals that are part of the overarching vision.
5
THIS IS EXACTLY
g
h
WHY GOALS ARE SO IMPORTANT
@MACKFOGELSON
CORE
MEANING
DRIVES
MARKETING
GOALS
@MACKFOGELSON
GOALS
DETERMINE
STRATEGY 

THAT DRIVES
TACTICS
CORE
MEANING
DRIVES
MARKETING
GOALS
@MACKFOGELSON
TACTICS
WORK TOWARD
THE COMPANY
YOU WANT 

TO BECOME
GOALS
DETERMINE
STRATEGY 

THAT DRIVES
TACTICS
CORE
MEANING
DRIVES
MARKETING
GOALS
@MACKFOGELSON
THERE ARE 3
g
h
TYPES OF GOALS YOU NEED TO IDENTIFY
@MACKFOGELSON
VISIONARY GOAL
WHAT IS THE VISIONARY GOAL OF YOUR COMPANY?
@MACKFOGELSON
What does your company want to accomplish over the next 2-3 years?
BUSINESS GOALS
WHAT ARE YOUR COMPANY’S REVENUE GOALS?
@MACKFOGELSON
What are the quantitative benchmarks your team must reach?
BRAND GOALS
WHO IS THE COMPANY YOU WANT TO BECOME?
@MACKFOGELSON
What are the qualitative benchmarks for which you’re held accountable?
exercise time
LET’S WORK THROUGH SOME STUFF
@MACKFOGELSON
so that you can identify goals for your team.
pho
@MACKFOGELSON
WHERE
ARE you
TODAY?
pho
@MACKFOGELSON
WHERE
ARE you
GOING?
pho
@MACKFOGELSON
HOW
WILL 

YOU GET
THERE?
NOW iT’S YOUR TURN
g
h
TO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
WHO YOUR CUSTOMERS ARE
@MACKFOGELSON
The people you’re providing value to and connecting with.
6
PERSONA RESOURCES
http://www.amazon.com/The-Essential-Persona-Lifecycle-Building/dp/0123814189
@MACKFOGELSON
https://moz.com/blog/personas-understanding-the-person-behind-the-visit
HOW YOU’RE HELPING YOUR CUSTOMERS
@MACKFOGELSON
The questions you’re answering and the value you’re delivering.
7
TOUCHPOINT RESOURCES
http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
@MACKFOGELSON
https://docs.google.com/spreadsheets/d/16JyunaF9CzTUVzXTZEMfmoFcvKVJ8v3bybJE6J8bOtM/edit#gid=702829276
WHAT’S IMPORTANT NOW
@MACKFOGELSON
What you’re focusing on in the short-term to accomplish goals.
8
exercise time
LET’S WORK THROUGH SOME LISTS
@MACKFOGELSON
so that you can identify challenges and opportunities for your team.
@MACKFOGELSON
HOW THE HECK
g
h
DO I PICK WHAT’S IMPORTANT NOW?
@MACKFOGELSON
BEWARE OF SHINY THINGS
@MACKFOGELSON
http://www.gratisography.com/
NOW iT’S YOUR TURN
g
h
TO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
@MACKFOGELSON
Your 

Focus Canvas
AS YOU LEAVE
g
h
BE SURE TO REMEMBER THIS STUFF
@MACKFOGELSON
pho
@MACKFOGELSON
IT TAKES
WORK TO
FOCUS
https://download.unsplash.com/photo-1426927308491-6380b6a9936f
pho
@MACKFOGELSON
STAY
ALIGNED
WITH
GOALS
https://download.unsplash.com/uploads/14127101912749510b8ed/82743738
pho
@MACKFOGELSON
START
FROM
MEANING
http://jimlindlauf.areavoices.com/files/2013/03/Starting-Line.jpg
@MACKFOGELSON
http://mackwebsolutions.com/connect
CONNECT WITH US
http://mackwebsolutions.com/wistiafest2015
GET THE LINK BUNDLE

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