The 3rd Intl. Workshop on NL-based Software Engineering
Ā
Messaging Camp: How to Craft a Message that Impacts and Grows Your Advocates
1.
2. Mike Farag Chief Strategist & CEO
@createfervor | createfervor.com
3. FERVOR IS FOR GOOD.
Fervor is more than just marketing, we make an
impact by helping those who are out to do big
things. We believe in doing things that matter.
4. ā FINAO Enterprises LLC DBA Fervor Marketing 2015
MESSAGE CAMP:
Crafting Your Key Message
to Grow Advocates
16. KEYWORDS
COMMUNICATION
VALUES
KEYINSIGHTS
ā FINAO Enterprises LLC DBA Fervor Marketing 2015
High Mid Low Low Mid High
Design Function
Less Data More Data
Modern Traditional
Narrative
For both herself and her children, Sue relies on Samuel U. Rodgers
for health care. Itās a place she can afford with people she can trust.
She faces instability every day, and with Samuel Rodgers, health
care is one less thing to worry about. She appreciates that Rodgers
accepts her Medicaid insurance. And the transportation options
make it possible for Sue and her kids to get there. As a working
mom, she has no time to spare, so having everything she needs on-
site (like the pharmacy and WIC resources) makes Rodgers
convenient. She wants the best care she can get for her children
and family.
Frustrations
ā¢ Sue is a busy mom with little support. Itās tough to take time
off from her hourly job, so clinic appointments are time-
sensitive; she just doesnāt have the time to wait.
ā¢ She doesnāt have reliable transportation, and uses the bus or
her older car.
ā¢ She wants to give her kids the best, but ļ¬nds it impossible to
make ends meet.
ā¢ She worries about getting good health care resources
because she knows that she canāt pay for the next doctor
appointment, for her kids or for herself.
Medicaid
WIC providers
pediatric care
low-cost health care
Women Infant
Children
location-based
Age 22-29
Role Working Mom with 2+ kids
Education High school or GED
Entry In the neighborhood
Needs
ā¢ Sue needs health care for herself and for her kids that she can
access and afford.
ā¢ The setting needs to be convenient, and the care needs to be fast.
She needs WIC, OB/GYN and pediatric services all in one place,
so all her familyās medical needs can be met.
ā¢ She needs staff and doctors she likes and trusts, who connect
with her on her level and speak her language.
Sue (Patient)
āMy mother took me to Samuel Rodgers for
pediatrics and Iāve never switched.ā
āGrowing up, there were doctors there who
I enjoyed. We enjoyed going there because
of the doctor.ā
28. ā FINAO Enterprises LLC DBA Fervor Marketing 2015
Positive
Story
A story that illustrates results and showcases
how you shine when working with clients.
Challenge
Story
A story that explains a challenging
situation you overcame.
Hip Pocket
Story
A fun, energizing story that
demonstrates what itās like āØ
to work with you.
Brand StoryGridā¢
29. 5 FOUNDATIONS OF GREAT MESSAGES
Identify & Deļ¬ne: Why, How and What
Why do you exist and how are you changing things?
1
ā FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
30. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Identify & Deļ¬ne: Why, How and What
Why do you exist and how are you changing things?
1
2
ā FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
31. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Identify & Deļ¬ne: Why, How and What
Why do you exist and how are you changing things?
1
2
3
ā FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
Brand Pillars
Every organization stands for something. What makes you, you?!
32. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Reļ¬ne Messaging Platform
Words to use and avoid, 30 second story, one-liners help set the tone.
Identify & Deļ¬ne: Why, How and What
Why do you exist and how are you changing things?
1
2
3
4
ā FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
Brand Pillars
Every organization stands for something. What makes you, you?!
33. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Reļ¬ne Messaging Platform
Words to use and avoid, 30 second story, one-liners help set the tone.
Identify & Deļ¬ne: Why, How and What
Why do you exist and how are you changing things?
1
2
3
4
5
ā FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
Brand StoryGridā¢
Every advocate and employee needs to own the message.
Brand Pillars
Every organization stands for something. What makes you, you?!
34. ā FINAO Enterprises LLC DBA Fervor Marketing 2015
MESSAGE CAMP:
Crafting Your Key Message
to Grow Advocates
35. Mike Farag Chief Strategist & CEO
@createfervor | createfervor.com