Engineering Effective Communications

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**Fair Warning: Examples from Harry Potter, Star Wars, and Star Trek.** A good foundation is essential to building a brand that lasts. In this presentation, Andrea Goulet Ford will go over the essentials of Message Architecture, which is the first step in creating a sound Content Strategy.

Business

EFFECTIVE
ENGINEERING
COMMUNICATIONS
Friday, August 16, 13

@YOURBRANDVOX@ANDREAGOULET
ANDREA
GOULET FORD TM
Friday, August 16, 13

PROBLEMS
Solving
1 2 3
INPUTS
Getting
EXAMPLES
Real World
Friday, August 16, 13

Solving
PROBLEMS
1
Friday, August 16, 13

Internal ExternalStrategyExecution
Friday, August 16, 13

“It took me ﬁve years...I
came up with lots of
the characters... Loads
and loads of detail, but
not really the narrative.
During those ﬁve years
this mass of material
was generated, some of
which will never ﬁnd its
way into the books.”
-J.K. Rowling
Friday, August 16, 13

PERSONAS AREN’T ENOUGH
Friday, August 16, 13

ARCHETYPES
ARE MORE POWERFUL
Friday, August 16, 13

PERSONA #1 PERSONA #2 PERSONA #3 PERSONA #4
FUNDAMENTAL ARCHETYPE Innocent (79%) Sage (87%) Explorer (60%) Innocent (100%)
SUPPORTING ARCHETYPE 1 Citizen (63%) Explorer (78%) Sage (55%) Citizen (51%)
SUPPORTING ARCHETYPE 2 Explorer (59%) Seeker (66%) Caregiver (52%) Explorer (42%)
SUPPORTING ARCHETYPE 3 Idealist (47%) Detective (60%) Seeker (52%) Seeker (42%)
SUPPORTING ARCHETYPE 4 Caregiver (43%) Creator (44%) Citizen (49%) Everyman (41%)
Friday, August 16, 13

EXPLORERS:
CONTENT MARKETING
CITIZENS:
SOCIAL MEDIA
MOVEMENTS
SEEKER:
GUEST CONTENT
SAGES:
WHITE PAPERS
INNOCENTS:
CASE STORIES &
TESTIMONIALS
TOP PRIORITY
2ND PRIORITY
3RD PRIORITY
Friday, August 16, 13

Real World
EXAMPLES
3
Friday, August 16, 13

BATTLE OF THE BLADES
Friday, August 16, 13

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Engineering Effective Communications

1. EFFECTIVE ENGINEERING COMMUNICATIONS Friday, August 16, 13

2. @YOURBRANDVOX@ANDREAGOULET ANDREA GOULET FORD TM Friday, August 16, 13

3. PROBLEMS Solving 1 2 3 INPUTS Getting EXAMPLES Real World Friday, August 16, 13

4. Solving PROBLEMS 1 Friday, August 16, 13

5. Friday, August 16, 13

6. COMPETITION Friday, August 16, 13

7. Friday, August 16, 13

8. BOTTLENECKS Friday, August 16, 13

9. Friday, August 16, 13

10. HEALTHY GROWTH Friday, August 16, 13

11. Getting INPUTS 2 Friday, August 16, 13

12. Internal ExternalStrategyExecution Friday, August 16, 13

13. CHARACTER PROFILE Internal ExternalStrategyExecution Friday, August 16, 13

14. “It took me five years...I came up with lots of the characters... Loads and loads of detail, but not really the narrative. During those five years this mass of material was generated, some of which will never find its way into the books.” -J.K. Rowling Friday, August 16, 13

15. CHARACTER PROFILE WRITING GUIDE Internal ExternalStrategyExecution Friday, August 16, 13

16. BRAND VOICE HR/finance operations internal customer service programs digital strategic planning fundraising Friday, August 16, 13

17. VS Friday, August 16, 13

18. CHARACTER PROFILE WRITING GUIDE AUDIENCE SEGMENTATION Internal ExternalStrategyExecution Friday, August 16, 13

19. Friday, August 16, 13

20. PERSONAS AREN’T ENOUGH Friday, August 16, 13

21. ARCHETYPES ARE MORE POWERFUL Friday, August 16, 13

22. CHARACTER PROFILE WRITING GUIDE AUDIENCE SEGMENTATION MARKETING TACTICS Internal ExternalStrategyExecution Friday, August 16, 13

23. PERSONA #1 PERSONA #2 PERSONA #3 PERSONA #4 FUNDAMENTAL ARCHETYPE Innocent (79%) Sage (87%) Explorer (60%) Innocent (100%) SUPPORTING ARCHETYPE 1 Citizen (63%) Explorer (78%) Sage (55%) Citizen (51%) SUPPORTING ARCHETYPE 2 Explorer (59%) Seeker (66%) Caregiver (52%) Explorer (42%) SUPPORTING ARCHETYPE 3 Idealist (47%) Detective (60%) Seeker (52%) Seeker (42%) SUPPORTING ARCHETYPE 4 Caregiver (43%) Creator (44%) Citizen (49%) Everyman (41%) Friday, August 16, 13

24. EXPLORERS: CONTENT MARKETING CITIZENS: SOCIAL MEDIA MOVEMENTS SEEKER: GUEST CONTENT SAGES: WHITE PAPERS INNOCENTS: CASE STORIES & TESTIMONIALS TOP PRIORITY 2ND PRIORITY 3RD PRIORITY Friday, August 16, 13

25. Real World EXAMPLES 3 Friday, August 16, 13

26. SHOE SHOWDOWN Friday, August 16, 13

27. WRITING WRANGLE Friday, August 16, 13

28. BUTTON UP BLOWOUT Friday, August 16, 13

29. BATTLE OF THE BLADES Friday, August 16, 13

Engineering Effective Communications

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