Discovery/ Strategy/ Expression/ Execution/
Defining the overall approach/theme driven by your audience’s insights.
Outcomes
Defining:
territories (single-minded ideas that galvanises the project) capturing the essence of the message.
the user and customer experiences.
the positioning that will change the audience’s perceptions and behaviours?
overall tone, feel and message platforms.
content examples and project plan
technology/platform requirements.
rapid prototype key executions to demonstrate the idea.
Deliverables
Strategic Direction:
3 or 4 territories.
Brand
Positioning
Architecture
Tone of voice.
Naming.
Marketing and communications programmes.
Messaging matrix and hierarchy.
Medium and channel planning.
Digital
user journeys
information architecture
content strategy
idea testing/prototyping
social marketing planning.
content matrix (high-level).
Launch strategy (internal and external).
Updated scope, deliverables and budget.