Purpose Key Messages Audience Story Call to Action Look and Feel Style and Tone People and Places Campaign Goals Objectives

Purpose Key Messages Audience Story Call to Action Look and Feel 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? 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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