Hello. Every year here at Make Believe we create ‘The Hot Issue’, a review of the most common engagement challenges we’ve worked on recently. 2015 was a bumper year of fascinating insights, ideas and inspiration so we thought we’d share! The rate of transformation continues to accelerate creating a range of engagement challenges both internally and externally, for most clients. New product launches, brand strategy challenges and managing digital communication remain usual suspects. That said, clients are adopting more innovative approaches to identifying customer needs, making insights more impactful, developing innovation and driving cultural change. We’ve summarised your BIG5 Hot Issues in this document, we’re sure some if not all will be familiar.

1. 2016
Trending
Engagement
Challenges
HOTISSUE
VISION & STRATEGY
INTERNAL COMMUNICATION
DIGITAL STORYTELLING
INNOVATION
INSIGHT
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2. IN60
SECONDS...
H
ello. Every year here at
Make Believe we create
‘The Hot Issue’, a review
of the most common
engagement challenges we’ve
worked on recently. 2015 was a
bumper year of fascinating insights,
ideas and inspiration so we thought
we’d share!
The rate of transformation continues
to accelerate creating a range
of engagement challenges both
internally and externally, for most
clients. New product launches,
brand strategy challenges and
managing digital communication
remain usual suspects. That
said, clients are adopting
more innovative approaches
to identifying customer needs,
making insights more impactful,
developing innovation and driving
cultural change.
We’ve summarised your BIG5
Hot Issues in this document,
we’re sure some if not all will
be familiar.
BACK TO CONTENTSBACK TO START

3. TOP5 ISSUES
How do you create head and heart engagement
Winning the internal war for scarce resources
How to create and manage engaging content
Too many brainstorms but not enough ideas that cut through
Millions spent on data and research but true insight is rare
7 / 8
9 / 1 2
1 3 / 1 4
1 5 / 1 8
1 9 / 2 2
2016
Trending
Engagement
Challenges
HOTISSUE
VISION & STRATEGY
INTERNAL COMMUNICATION
DIGITAL STORYTELLING
INNOVATION
INSIGHT
INSIGHT
INNOVATION
DIGITAL STORYTELLING
INTERNAL COMMUNICATION
VISION & STRATEGY
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4. ENGAGING
BEYOND
LOGIC
WHAT WE DID /
Insight
Analogous World Immersions
Strategy
Vision Storytelling
Internal Films
Launch event
Ongoing service audits
NOVARTIS CUSTOMER ENGAGEMENT
Delivering Extraordinary Care
to patients and physicians
Learning from, and working directly
with, service leaders like Southwest
Airlines, we helped develop a new
Customer Engagement model
for a business unit of Novartis.
We launched the initiative with
a bold vision story at its national
sales meeting and followed
up throughout the year with
communications and initiatives
to reinforce the company’s
commitment to delivering
extraordinary service to patients
and physicians.
REAL
WORLD
STORY
VISION&
STRATEGY
H
ow do we move
beyond vision
statements and
strategy charts to
deliver full engagement?
The ambition for more
clients is to engage people
‘head and heart’ - providing
a story with engaging roles
for people to step into.
Beyond PowerPoint, beyond
selling, beyond logic.
Some recent fascinating
client challenges:
Launch a new franchise
from information to
inspiration
–
Delivering customer
engagement
from delivering ordinary
to extra-ordinary service
–
Revolutionise cancer care
from current solutions to
future possibilities
“
TO BE SUCCESSFUL, YOU HAVE
TO HAVE YOUR HEART IN YOUR
BUSINESS, AND YOUR BUSINESS
IN YOUR HEART
”
Thomas Watson Sr
4
HOTISSUE 1
VISION & STRATEGY
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5. “
C O M M U N I C A T I O N
I S T H E R E A L W O R K
O F L E A D E R S H I P
”
Nitin Nohria
Some recent fascinating client
challenges:
Enrol support for a new approach
to business planning
from theory based to reality based
–
Help people see the opportunities
in eco-system innovation
from followers to leaders
–
Work with a cross functional team
to craft our new brand story
from passive to active roles
StorySelling
INTERNAL
COMMUNICATION
I
nternal engagement and
alignment is becoming mission
critical for those tasked with
driving significant shifts in strategy
through a wider team. Winning in
the ‘internal marketplace’ to secure
mind space and limited resources as
well as strengthening partnerships
underpin success before the
external battle begins.
5
HOTISSUE 2
INTERNAL COMMUNICATIONS
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6. JOHN THEURER
CANCER CENTRE
Engaging Staff and the
Cancer Community
Engaging staff around a
bold vision and educating a
nationwide audience about
their world class faculty and
patient-centered approach to
cancer care was the challenge
faced by JTCC.
We worked with leadership
to develop a compelling
story around delivering the
“Next Generation” of care
and produced a series of
documentary films to bring
the vision to life.
Insight
Brand Strategy
Brand Storytelling
Launch Documentary Films
WHAT WE DID /
REAL
WORLD
STORY
HOTISSUE 2
REAL WORLD STORY
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7. T
he obsession with digital
continues and rightly so.
But how to manage digital
initiatives so they build brand
and fit with overall communication
objectives? As the world changes so
do our clients methods for managing
brand stories that have gone LIVE.
Some recent fascinating
client challenges:
What’s our planning model
from one way to two way
content management
–
Engage patients in their own care
from feeling empty to feeling
empowered
–
Help us build relationships
with advocacy groups
from isolated working to
integrated care
Brand Story LIVE
MAKE BELIEVE
New digital storytelling model
At the request of many of
our clients we’ve developed
a proprietary tool called the
Story Tree model to help clients
manage their brand and content
strategy. In essence the brand
story is the trunk that remains
constant, campaigns are solid
branches and content the
seasonal fruit. A simple, yet
practical tool for ensuring things
grow in harmony whilst limiting
‘bad fruit’!
Insight map
Story ideas map
Content creation
Content management
WHAT WE DID /
DIGITAL
STORYTELLING
“
Content marketing
is not about what
you sell.
It’s about what you
stand for.
”
Joe Puluzzi
7
HOTISSUE 3
DIGITAL STORYTELLING
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8. “
S T O R I E S
A R E E Q U I P M E N T
F O R L I V I N G
”
Kenneth Burke
E
ver sat in a
brainstorm
surrounded by
ideas but feeling
that something is missing?
That the ideas feel off
target or half baked?
Increasingly we’re helping
clients with ‘emotional
innovation’ i.e. identifying
the emotional angle/
story that engages
people as the start point
for innovation (not just
tagging this on to product
innovation). This makes
idea generation more
efficient, exciting and on
brand. Ideas are cheap,
great stories are rare.
Some recent fascinating
client challenges:
Help us accelerate
adoption of innovation
from wait and see to
leaders of change
–
How do we incorporate
innovation into planning
from re-active to
pro-active ideation
–
Create interactive tools
that promote positive
health choices
from self hate to self love
Story-led Innovation
HOTISSUE 4
INNOVATION
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9. WHAT WE DID / VOLARI COPD APP
Ready when you are
There are thousands of
health apps available
but what is helping
the Volari COPD App
to become one of the
fastest growing in the
markets is has launched
so far in 2015? The
‘Ready when you are’
emotional storyline
invites people to make
positive health changes
at their pace on their
terms. No preaching,
just on demand smart
tools people love.
REAL
WORLD
STORY
Story crafting
Copywriting
Design brief
Award winner
9
HOTISSUE 4
REAL WORLD STORY
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10. M
illions spent on information, data and
research yet genuine insight remains
elusive for many. We’ve been helping
clients deploy innovative story–led insight
techniques such as role analysis, empathy
mapping and ethnographic journals to get
deeper ‘under the skin’ of people - revealing
true insight that creates true innovation.
Some recent fascinating
client challenges:
Why do doctors say one thing
and do another
from formal research to informal insight
–
How do we motivate someone
who is dying
from selfish to selfless motivations
–
Help us translate research into meaningful
stories for internal stakeholders
from insight team to storytellers
Malcolm Forbes
“THE BEST
VISION
IS
INSIGHT”
[ Deeply Human Insight ]
I N S I G H T
HOTISSUE 5
INSIGHT
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11. BEXSERO
Dramatizing Risk
Challenged to help launch the vaccine
for the rare but potentially fatal condition
Meningitis B (following an accelerated
approval due to college outbreaks), we
uncovered that physicians, parents and
students were compelled to act if we
emphasised the random (“it could be
you”) vs rare nature of the disease (“it’s
over there”). This helped drive rapid
uptake in the targeted college market.
Insight
Brand Strategy
Brand Storytelling
Message Architecture
Internal Launch Film Comms
WHAT WE DID /
REAL
WORLD
STORY
11
HOTISSUE 5
REAL WORLD STORY
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12. THANKYOU
Paul Wilson
+44 7813 796499
paul@makebelieveuk.com
Brent McCallum
+1 862 579 7701
brent@makebelieveny.com
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