TELLING YOUR STORY DON HART, PRESIDENT MOVE COMMUNICATIONS ANN ARBOR

Transcription

1 Deepen Engagement by TELLING YOUR STORY DON HART, PRESIDENT MOVE COMMUNICATIONS ANN ARBOR Introduction The stories being told about you ARE YOUR BRAND! Session Overview Lecture (15 minutes) Case Studies (15 minutes) Hands on Exercises and Discussion (30 minutes) 1

2 What is your BRAND? Your corporate logo? Your tag line? Your marketing brochures? The Power of STORY Stories possess a spark, a power: to comfort, connect, tear down, transform and even to heal The very act of telling your story possesses power. It is through the act of telling and hearing stories that we become inspired. We can envisage a better life for ourselves. The end result is, in fact, that we become courageous. Then, a curious thing happens. Our actions our individual act of courage are what lead to healing in the land, that is, the transformation of our world. Bobette Buster Do story: How to tell your story so the world listens The Power of STORY Stories stick. They produce chemicals in our brains and body that make us feel better. When we laugh, when we cry, when we, as Aristotle said, experience a catharsis, we are at peace with the world and are ready to have possibilities placed on our consideration list. Like come stay with us, buy this car, don t miss this sale, accept this to be true. 2

3 Advance your mission by telling YOUR STORY Shaping your brand story Delivering your stories Seeing the results Shaping your BRAND STORY Three steps to successful brand storytelling 1. Listen 2. Capture in words (hook, cool factor, emotion) 3. Create collateral Sharing your BRAND STORY Elements of your story Setting Characters Complication Plot or Action Resolution 3

4 Elements of YOUR STORY: Setting Customer s current environment (home, hospital, rehabilitation center, etc.) Your facility Elements of YOUR STORY: Characters Customer personas Employee personas Elements of YOUR STORY: Complication Some problem that your customer (persona) is facing that you can solve 4

5 Elements of your STORY: Action Your solution on behalf of the customer (persona) Elements of your STORY: Resolution Outcome Referral How STORIES do their work CONNECTION EMOTION REMEMBER 5

6 Brand Engagement Through STORYTELLING Gather the stories Shape the stories into digestible chunks Deliver the stories Measure the stories impact Brand Engagement Through STORYTELLING: Gather the STORIES From staff From clients From families Brand Engagement Through STORYTELLING: Shape the STORIES into Digestible Chunks Testimonials Case Studies 6

7 Brand Engagement Through STORYTELLING: Deliver the Stories IN PERSON Networking Community Trade shows Sales meetings ONLINE Website and blog Social media P.R. Advertising TRADITIONAL METHODS Print Radio TV Brand Engagement Through STORYTELLING: Measure the Effect Online Online traffic Click throughs E book downloads Opt In Leads Sales Testimonials (more Brand Stories!) Virtuous Circle: STORIES build your culture and brand COMPANY People STORIES Fix or Replace & Tell 7

8 Case Studies: BRAND Case Studies: PERSONAS Meet AKEISHA Akeisha looks after her mother who lives in a condominium community not too far from where Akeisha works. Her mom is not 100% happy with the place for long term and She is becoming a bit unsteady walking. Akeisha s biggest challenge is finding the right new community for her mom. She s searching for a place she feels is safe for her mom as she progresses through her journey. Trust is a key component for Akeisha. Finding a place that appreciates her mom (and her mom them) is a big goal. Services and convenience are important too as she works full time and raises a family. I m just now looking into services that can help Mom any time she wants I m not always available and I feel bad. LIFESTAGE AKEISHA Husband (Bill) Brother-in-law (William) Mother (Ruth) (In independent living facility) NEEDS Safe, dependable and trustworthy support Centralized coordination of services Case Studies: OUTREACH U of M Case Study Blog Transform Social 100/100 8

9 HANDS ON EXERCISES Thanks for coming! Stick around! I d love to hear YOUR STORY! Don Hart MOVE Communications 804 Phoenix Drive Ann Arbor, MI dhart@movecommunications.com movecommunications.com 9