Tell Your Story is a story marketing firm with the purpose of telling great stories so organizations can be successful and its people happy.

1. Our Story
2015

2. Story Marketers with a Purpose
Our purpose is to make things
happen through developing
and telling great stories so
organizations can be successful
and its people happy.

3. 3

4. 4

5. Who Works With Us?
You have a great story
to tell but you need
further development
and refinement. You want high-level expertise
and attention, but don’t have
the budget for a big ad
agency or PR firm.
You want to be
strategic, but be
efficient and nimble.
You want your brand
communications to be
compelling, emotional
and effective.

6. Clients

7. 7
Purpose

8. Purpose-Driven Messaging
When the ashes clear from the economic
Armageddon, the only organizations left
standing will be the ones that actually stand for
something. Without a purpose that improves
peoples’ lives, and contributes to the greater
good, organizations will struggle.
-- Roy M. Spence Jr.
Author of It’s Not What
You Sell, It’s What You
Stand For
“
“

9. The brands that will thrive in the
coming years are the ones that have
a purpose beyond profit.
-- Richard Branson
“ “
Purpose-Driven Messaging

10. Purpose-Driven Messaging
– Jim Collins and Jerry Porras,
Built to Last
Organizations driven by purpose
and values outperformed the
general market:
Outperformed
comparison
companies:
15:1 6:1

11. Purpose-Driven Messaging
Organizations that have cultures based on shared
values outperform companies that don’t:
Revenues
grew
4x
faster
Job
creation
was
7x
Stock prices
grew
12x
faster
– John Kotler and James Jasket,
Corporate Culture and Performance

12. Who is Driven by Purpose?

13. 13
Story
Development

14. Story Development & Sharing Process
Executive download
& brainstorm sessions
– Customer pain and your claim
discussion
– Personality / Culture exploration
– Internal perception of yourselves
vs the competition
– Sessions include members of
executive team, marketing, sales and
other groups
Purpose-driven creative brief
development
– Provides direction for all future
tactical planning and creative
exploration
1 External interviews
– Interviews with customers,
employees, prospects (5-10)
2
Research / research review
– Review existing primary research and
conduct secondary research
3 4

15. Story Development & Sharing Process
Creative Concepting
– Verbal and Visual creative exploration
to make your purpose come to life
Evaluate
– Evaluate, analyze and improve
5 Integrated tactical plan
development
– Tactical detail, budget, timing
6
Execute plan
– Tell your story by making it happen
through various tactical channels
7 8

16. Purpose-Driven Framework
What is your brand
purpose – the
difference you make
in the world?
Elegantly Simple, Crystal
Clear, Brutally Single-Minded,
Innately Inspirational, Evident
in Deeds as Well as Words
BRAND PURPOSE
SUPP
ORT
What
supports
your brand
purpose?
PROMISE
What is your
pledge to the
marketplace
as a
company?
VALUES
What is
your behavior
within the
marketplace as
a company?
VOICE
What is your
branding and
communications
voice?

17. Develop and Share Stories
Your Story
Stories in support
of your purpose
or message
Pains
Claims
Purpose
Competitive
Messaging
Audience
Pain-
Needs-
Habits
Internal
Expertise-
Your Claims Market
Perceptions of
You vs. Comp
Planning | Distribution | Engagement
GOALS ARE TO:
• Raise Awareness • Generate Leads
• Support Sales • Grow Revenue

18. 18
Story
Earned
Media
Paid
Media
Owned
Media
• Traditional PR
• Comments, Likes, Shares
• SEM
• Retargeting
• Targeted Social Ads
• Web Site
• Blog
• SEO
• Social Channels

19. 19
Story
Marketing
Purpose
Message
Development
Visual
Identity
Creative
Concepting
Paid
Advertising
Media
Relations
Search
Engine
Marketing
Search
Engine
Optimization
Trade
Show
Promotion
Social
Media
Community
Management
Content
Development
Sales
Support
Digital
Development
Internal
Communications
Video Writing
& Development
E-mail
Campaign
Development
& Execution
Event Creation
& Execution

20. 20
Story Cases

21. 21
Case Studies
Daymarck | The Story
Help homecare improve
healthcare. One code at a
time.
We launched this homecare coding
company with a purpose-driven message to
be part of the solution of the healthcare
problems in this country.

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Case Studies
Daymarck | The Results
Thought leadership, brand
awareness and leads through
consistent story development
& sharing.
Helped grow this start up healthcare
company to several million in revenue. It
was ultimately aquired by an industry
consulting leader.

23. 23
Case Studies
OnRamp | The Story
We want truckers to be more
independent, successful,
fulfilled.
We launched this division of C.R. England
to help decrease turnover of independent
truckers with services that would help
truckers not feel so all alone in this tough
industry.

24. 24
Case Studies
OnRamp | The Results
Purpose Development.
Launch Campaign. Social
Testing. Put on Map.
In six months, we increased brand
awareness, established them with the trade
press, developed content as top referrer to
web site, and helped in lead generation.

25. 25
Case Studies
SVM | The Story
Driving positive behaviors with
rewards people want and
need.
We helped transform a reseller of branded
gift cards into a provider of solutions that
help reward and motivate customers and
employees.

26. 26
Case Studies
SVM | The Results
Internally & externally
recharged the company.
Over a 10 month period, developed and
launched an integrated story program that
delivered 200 leads with potential revenue
value of $5 million.

27. Thank You.
George Rafeedie, Founder
847.921.3925
grafeedie@tellyourstoryinc.com
@grafeedie
@tellyourstorybc
/tellyourstoryinc
tellyourstoryinc.com