1. Come with me to the land of pure imagination….

2. Your Marketing Strategy
Brand
Target
Audience
Community
Key
Influencer
Key Influencer
Target Audience
Audience Persona
Benefit Exchange
Marketing Mix
Message Strategy
Creative Brief
Strategy
Community Mobilization
“Modified” Creative Brief W3 W2 W3 W3

3. Target Audience Strategy
Audience Persona
Benefits Exchange
Marketing Mix
Message Strategy
Creative Brief M T W H H

4. Stages of Behavior Change
Results of Quantitative Research
Stages of Behavior Change
Target Audience Characterization
Results of Qualitative Research

5. Audience Persona Audience Persona Benefits Exchange Marketing Mix
Message Strategy
Creative Brief
Audience Persona

6. Your thoughts and memories
Photos
Your heart and “gut”
feel
Your thoughts and memories
Target Audience
Persona

7. Benefits Exchange Audience Persona Benefits Exchange Marketing Mix
Message Strategy
Creative Brief
Benefits Exchange

8. Benefits Exchange

9. Marketing Mix Audience Persona Benefits Exchange Marketing Mix
Message Strategy
Creative Brief
Marketing Mix

10. Marketing Mix
5 Ps

11. Message Strategy 5 Ps Audience Persona Benefits Exchange Marketing Mix
Creative Brief
5 Ps
Message Strategy

12. Messaging Strategy
SMART
5 Ps

13. Creative Brief 5 Ps Audience Persona Benefits Exchange Marketing Mix
Message Strategy
Creative Brief
5 Ps
Creative Brief

14. 1. Problem Statement (ToC narrative) 2. Audience Persona
Creative Brief
1. Problem Statement (ToC narrative)
2. Audience Persona
3. Desired Action (Product)
4. Barriers to Change (Price)
5. Benefits Exchange (Positioning)
6. Support (Support Messages)
7. Image and Tone
8. Openings (Place)
9. Mandatories
10. Creative Materials (Promotion)
TOC
Narrative
Product
5 Ps
Price
Positioning
Place
5 Ps
Promotion

15. Target Audience Plan 5 Ps Audience Persona Benefits Exchange
Marketing Mix
Message Strategy
Creative Brief
5 Ps
Target Audience Plan

16.  Brand Target Audience Target Audience Audience Persona
Community
Key
Influencer
Community
Target Audience
Audience Persona
Benefit Exchange
Marketing Mix
Message Strategy
Creative Brief 
Target
Audience
Key Influencer
Community
Key Influencer
Plan
Community Mobilization
Plan
“Modified” Creative Brief
Community

17. Target Audience Support
Community Mobilization
Key Influencers
Purpose: Engage entire community to support behavior change of TA.
Identification of who trying to reach
Engagement strategies
Modified creative brief
Materials and Activity ideas
Purpose: Enlisting support from those with high influence over TA.
Identification of key influencers
Engagement strategies
Materials or Messages needed

18. Brand J

19.     Brand Target Audience Target Audience Audience Persona
Community
Key
Influencer
Community
Target Audience
Audience Persona
Benefit Exchange
Marketing Mix
Message Strategy
Creative Brief 
Target
Audience 
Key Influencer
Community
Key Influencer
Plan
Community Mobilization
Plan
“Modified” Creative Brief 
Community

20. Give these to your Creative Person
Primary Documents:
Full Audience Persona
Creative Brief
Brand Mood Board
Supporting Documents:
Marketing Mix
Messaging Strategy
Anything else they request

21. Creative Brief
W4 & 6

22. Community Mobilization
Target Audience Plan
Community Mobilization
Key Influencers W6

23. This is a 2”x2”x2” block of wood
This is a 2”x2”x2” block of wood. In the next 10 minutes, I want you to give me 50 uses for this block of wood.