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WHO // Pure Story System 3a // Audience Design // The Consumer

Using a combination of research*, expertise and ideation we map the touch points of how your audience (potential investors / customers / users / fans as necessary) will come into contact with the brand universe (as defined in the previous phases).

We start by taking the character sketch created in the hero’s journey and begin to really flesh it out. Who is the star of your story? (Clue, it’s not you) What are their needs, their beliefs and aspirations? What are the larger social drivers that motivate them? We get to really know the key players in your narrative and in so doing precisely what we need to do to reach, activate and engage them.

By looking not only at who they are and what motivates them but also where they are and what media they like to consume, we can plot a very precise engagement map whereby we define on exactly what channels and platforms your audience can be found, what they care about and what they need to hear to make them actively part of your story.

We are then left in a perfect position to start generating story arcs and content paths to be released via these relevant channels.

*Using your existing research or activating the Pure Story Research division

Half day workshop ● profile users ● present & fine-tune ► Engagement Strategy

Aim: Defining who your audience is, where they are and what they care about.
What you need to bring: Any existing research or relevant data.
What we do: Workshop to generate audience profiles
Catch up, feedback and learnings from the previous session.
30 mins

Character portrait
Who they are, where they are and what they like. We create a detailed personality profile and really get inside the head of your target audiences.
2hrs

Break. Review, refresh and energise.
30mins

Character detail
Now we go into the fine detail, including specific Consumer Benefits (Rational, Emotional and Functional Benefits for each of the audience profiles), Social drivers (Key behaviors, needs and aspirations that form the drivers for consumption of your prospect),.
2hrs

Followed by write up presentation and fine tuning.

What you get: Audience profiles deck + Engagement map (Media platforms and channels)

WHAT // Pure Story System 3b // Communication Strategy // The Content

Here at the stage where your story is ready to meet the world, we apply the core brand story to a strategic targeted narrative designed to reach your specific audience(s) and have a specific, predetermined result – Be it engagement, awareness, sales or growth, the KPIs can be as diverse as your needs.

By calibrating your Character (Brand personality) and Setting (Brand Positioning) we define the brand voice in both visual and verbal language (as a tone / style guide) giving you the precise tools you need to speak to your audience in a way that is always consistent and aligned with your core brand values.

With these parameters in place we are then free to start generating specific content types based on the hierarchy of Emotion, Information, Association with proposed output ranging from custom created ‘hero’ content, to repurposed, owned ‘info’ content, to shared ‘found’ content all aligned with brand message.

Using these assets we then go on to craft a custom communication strategy – Content release plotted on a timeline that relates to your prospect’s production calendar and audience related events with scheduled execution as specific output on specific channels and platforms at specific times.

You are left with a definitive action plan that can be handed over to any internal or external PR or marketing specialist or talk to us about our production packages.

Half Day Workshop ● Plan Content ● Present & Fine-Tune ► Campaign Strategy

Aim: Applying the brand story to a coherent albeit diverse communication strategy – a step by step guide to bring your story to the world.

What you need to bring: KPIs, Production / events calendar etc

What we do – In-depth planning sessions, follow up engagements as necessary
Catch up, feedback and learnings from the previous session.
30 mins

Set targets as related to specific needs (KPIs, calendar etc)
30 mins

Character (Brand personality) and Setting (Brand Positioning)
Looking at the brand characteristics in terms of, ‘if they were a person…’ then shifting to plot the brand position in therms of the competitive landscape.
2hrs

Break. Review, refresh and energise.
30mins

Story arcs and Content paths
Content creation scrum whereby ideas and story lines are generated to populate the 3 major content silos, Hero, Info, Found.
2hrs

Followed by write up presentation and fine tuning.
What you get: Detailed strategy and content, Campaign Deck (Including general brand positioning and tone of voice as well as specific engagement plan for Audience types as defined above) + Story arcs – Content plan outlining future output for a defined time period.

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