Project Name: Date: Version Number: Purpose Key Messages Audience Why do you want to tell a story? Key Messages What are your core messages? Audience Story What is supposed to happen in your story? Call to Action How shall your audience interact with you? Look and Feel What ambience do you want to create? Style and Tone What kind of tone suits your story? People and Places What is the setting of your story? Campaign Which channels do you want to distribute your story with? Goals What are your big dreams you want to become true? Objectives In what kinds of little tasks can you break down your goals? Who is your target group?

Project Name: Date: Version Number: Purpose Key Messages Audience What do you want to achieve with your story? Key Messages What core message(s) do you want to get through? Audience Your target audience Who do you want to reach out to? Remember that the audience is the most important factor! Story What kind of story do you want to tell? What is supposed to happen? What kind of journey is the hero going through? Put your audience into the role of the hero! Call to Action How do you want your audience to interact with you? Look and Feel Describe the sort of ambience you want to convey What emotions do you want your audience to feel? Style and Tone Closely connected to “Look & Feel” Specify the design and pitch What tone suits your story? People and Places Determine the settings and scenery What’s your main demographic? Campaign Which channels do you use to spread your story? Consider the main channels your audience is using! Goals Note down your dreams you want to accomplish Think big! Objectives Break down your goals into small achievable steps Be more pragmatic

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