Audience Workshop

This 4 to 6-hour interactive session will take a client or pitch team through a facilitated exercise to identify critical stakeholder audiences for campaigns; we will explore which audience groups are key for an initiative’s success, determine their important characteristics, workshop their current perceptions and necessary perception shifts, as well as discussing how to best reach them with campaign messages. Advance preparation will help to refine possible audience groups, and set the stage for the workshop with a landscape presentation. At the end of the session, the group will have agreed on the key audiences to target, what is important to them, and how to reach them. A follow-up memo will capture all of this in document form.

Message Workshop

The ideal strategic message architecture consists of a set of ideas that can be used to persuade a target to a particular POV or action. For messaging to be effective, it needs to be a carefully crafted combination of what the client has to say that is true and important, and what the target needs to hear to be persuaded. This interactive session will guide a team through an iterative process that starts with what the target audience’s needs and interests are, and where those intersect with the client’s assets, offerings or initiatives. From a broad group of concepts, we will narrow down on a handful that are at the intersection of client and target needs. We’ll brainstorm and workshop specific language choices and proof-points that deliver on those needs, and cluster them together by target or message group. The goal of the workshop isn’t to refine language; it’s to agree on the most persuasive ideas, the specifics and proof-points that make them true, and establish the tone and voice for a campaign. Once the session is finished, a follow-up deliverable in the form of a message architecture grid will turn the concepts into language to be used.

Strategy Workshop

The Strategy workshop combines the audience and message workshops into a single, full-day session that guides a team through a full analysis and facilitated discussion of an initiatives goals, critical audience groups, current perceptions and necessary perception shifts, persuasive message concepts, and optimal platforms for activation. The session will begin with a presentation of the strategic landscape in order to set the stage, and will then work through the stages of strategy development. It is a highly interactive session where the team’s creativity and knowledge, as well as communications expertise, will help to land on a winning campaign structure. A follow-up deliverable is a presentation that walks through each step in detail, ending in a single plan-on-a-page that is the agreed framework for all tactical activations.