Valverde & Stiles provide content strategy and video production services. Their approach focuses on telling clear brand stories through video and other agile, modular content that can be reused across channels. They emphasize understanding the audience and goals through discovery, then developing a content guide and production plan to effectively convey the brand's message as a story. Their process focuses on continual iteration and optimization of content assets for maximum impact and performance.

1. • Content Clarity for the
Organization
• Story-based Messaging for the
Brand
• Agile, Video-First Content at
Scale for the Audience
Valverde & Stiles Key Focus Areas

2. We believe 80% of all problems and
limitations in any organization can be tied
back to communication issues; a deficit of
content that clearly conveys the message in
modern ways that make viewers/readers
care enough to lean in, consume and retain
the information.
"We needed V&S to pave new ground
and a new approach to content for us,
and they came through with flying
colors. These people get the big picture
of content strategy and apply it to video
and other media assets they create.
Everything has a point and purpose."
Is the Strategy Behind Content
Production Clear in Your Business?

3. Humans organize our thoughts in story
form; we always have. Stories are the most
effective way for your business to deliver its
message. Audiences are 22x more likely
to retain info if presented as a story that
registers emotionally. That takes
entertainers and journalists. “V&S are stellar at getting to the core of
what makes your business unique. Then
taking those insights and turning them
into a steady stream of cross-channel
assets, experiences, and tools.”
Why The Big Emphasis on Story?

4. We don’t just “do a video.” We gather assets
that are then leveraged for multiple videos,
blogs, social posts, podcasts, etc. That
allows content volume at scale. Then we
re-edit content as needs change and based
on content performance. This way, content
isn’t locked down, it’s a living, flexible
asset. It’s never a wrap.
“V&S did a great job of capturing our
‘cause’ in the content. They guided a
very efficient discovery process to
capture our needs then turned around
amazing assets.”
I Don’t Hear My Agency Talk About
“Agile Content at Scale”

5. • Your content competes with anything else your target could pay attention to at any
moment; YouTube, Facebook, Netflix, etc.
• Many brands feel their audience is somehow obligated to consume, care about and act on
their content. That’s your need, not theirs.
• Making content with no strategy behind it wastes precious time and resources, and yields
disappointing results.
• The modern demand is that marketing and sales content achieve measurable objectives.
A Few Additional Points

6. Why Valverde & Stiles?
Why disconnect the content strategy and the
creation of that content? We’re hybrid
content strategists and producers. The
people making your content should fully
understand why it’s being made.

7. Phase 1: Discovery
• We learn your brand, personnel, audience,
messages, channels and goals. We listen.
• We assess the story you’re currently telling,
viewing existing content like a new prospect
would to see if there is a solid story being
told, to identify missing essential elements, to
see if the message and desired action are
clear, and to gauge if it’s likely to trigger a
feeling and thus, attention.
Our Process & Deliverables

8. Phase 2: Key Stakeholder Interviews
These get us to an agreed-upon story foundation of context, problem, solution, and
potential outcome being offered.
From this we deliver a Brand Story & Content Production Guide. This includes:
• Audience Profile, Challenges, Stakes and Best Outcomes
• Voice, Tone & Personality Summary
• The Experience & Key Messaging Themes
• Core Storyline (with Essential Elements Called Out)
• Initial Content Recommendations
Our Process & Deliverables

9. Some of Which Looks Like This

10. Audience Profile
• Director or C-level with power to
influence, communicate or justify the
business need and spend
• Mostly male, 45, married with 2 kids
• Upwardly mobile
• Likes to think team on hand can handle
all needs
• Interested in new tech, likes to know
what’s on the horizon
• Prefers to communicate via emails and
calls
• Actively seeks information, be that from
publications, social, or real world
network
Our IT influencer is open to new tech and solutions, but best case
for him is that his team can handle it, which the team usually
agrees with for job security. If there’s going to be change, it should
be framed as his idea. Favors forums and publications over social.
Always ready to say vendor approval is not their call.
Our business leader is in permanent “show me” mode. They’d
rather keep cash on hand, so the requirements and justification for
a vendor spend have to be a slam dunk involving no risk to their
status. But he has to keep quality and customer satisfaction high.
Likes being connected to peers.

11. Challenges of Prospect
• Must have confidence the right strategies
and platforms are in place
• Must clearly justify any spend
• Must balance quality and customer
satisfaction with minimal spend and stay
current via minimal spend
• Keep revenues at the maximum
• Keep lower level employees trained,
productive, and positive
• System down times
Our IT champion does not have the power to make vendor
decisions. All they can do is influence the business leader the
product is needed and help them make the case for it. The
process of new vendor approval is also long and cumbersome. It
is presupposed the funding is not there and they must continue to
Our business leader knows the company prefers to make no
capital outlays, and knows the need must be nearly undeniable
and the vendor fully vetted to land funding approval. Every time
they go to the well like this, they’re putting their own internal
reputations on the line. Saying “no” is always easier and safer.

12. Stakes for Prospect
• Job security
• Reputation with leaders and peers
• Opportunities for career advancement
• Financial rewards; raises, bonuses,
perks
• Reduced budget and/or responsibilities
• Health of their team
• Relationship capital within the
organization
Consider that both our IT champion and business leader have
risen to their current levels of responsibility through internal
conduct and politics that’s worked for them. With much already
successfully invested, the last thing they’ll risk is being the source
of a major, expensive, embarrassing mistake for the company.
Therefore, the change or expenditure has to be so clear and
obvious that even if it did go wrong, superiors couldn’t fault them
for the path chosen. Either that, or the risk and pain of not taking
action is equally clear to the organization.

13. Best Outcomes for Prospect
• High customer satisfaction, raving
fans
• High employee satisfaction, they see
the value of the change
• The new systems are performing to
their potential and delivering clear ROI
• They’re trusted internally and
becoming thought leaders externally
• Everything’s great at work, which
helps them enjoy their family time.
Customers are clearly being served better thanks to increases in
efficiency and quality, powered by systems that are reliable and
maximized thanks to thorough, ongoing communication with the
vendor. Employees are bought-in and the workflow improvement
helps attract and keep the best and brightest.
The vendor is truly a partner; highly responsive, and as customer-
centric as the prospect. The product is delivering as promised, so
much so that our stakeholders can easily and willingly publicly
speak to its benefits.

14. The Experience
• Our market-leading, proven workforce
optimization solutions now for mid-size contact
centers (500 or fewer named users at one site)
• Safe, reliable choice to meet the changing needs
of business
• Flexible, “start anywhere” modular capabilities
• Streamlined packages priced to compete
• Greater workforce and customer experience
insight than from disparate systems and
applications
• Leverage public cloud or own managed cloud
• White glove services and tools
The powerful, proven and industry-hailed contact center
management and insights tools now available to mid-market.
Workforce Optimization, Verint Quality Management, and
Workforce Management. Practical, modular configurations let orgs
start anywhere, then add features as needed.
Tap the power and scale of the cloud, again, with options that
work for your org. Fixed price implementation. An always-there,
supportive partnership of design and implementation support and
tools enable the complete buyer journey.

15. Brand Personality & Voice
Character/Persona:
Professional/Inspiring
Description:
The polished confidence we have
in our offerings motivates serious
consideration.
Do:
Know our stuff and come across
and comfortably
knowledgeable.
Don’t:
Use marketing jargon. Over-
hype capabilities or over-
promise.
Tone:
Direct/Honest
Focused, candid conversations
help everyone get to clarity
faster.
Language:
Energetic/Fun
The chance to help end users of
the product excites us and
drives our obvious enthusiasm.
Thorough knowledge gives
prospects the basis to eagerly
act on improving systems.
Purpose:
Motivate/Inform
Probe for unasked questions or
unspoken reservations. Say
what you’re not sure about.
Be human and personable,
showing you are energized by
what you do. Be likeable.
Clearly and concisely exhibit the
value to the business. Paint
vivid but realistic best-outcome
picture.
Waste prospects’ time with fluff
pieces that deliver no value and
answer no questions.
Engage in speed-talking.
Downplay the gravity of
systems to the business.
Dodge the hard questions. Give
answers based on wishful
thinking.

16. Initial Content Recommendations – Further in the Funnel
For Prospects and Resellers
Competitors Edit. Adding:
• Pricing - margin
• Quick, clear answers
• Quick quotes
• No fuss integrations with other key systems you sell
• Speech analytics - upsell - lead-in
• Reseller sales tools
• (Implied) no poaching, you get the closing, period
Extensive “How To” series for admins and employees
working in the system
Inaction Piece – what the world looks like sticking with as-
is and getting caught left behind by technology
What Your Region Solutions Engineer Has Been Thinking
About – news and opinion from the region solutions
engineers on the latest developments in the space and at
Verint

17. Initial Content Recommendations – Further in the Funnel
For Prospects and Resellers
“Focus On” – Deep Dive Pieces
• “Focus on” – the cloud mandate as applied to call
center systems
• “Focus on” – “start anywhere” modular configuration
lets you start at the lowest risk investment then build
on that success with add-ons at your pace and budget
• “Focus on” – Implementation…it’s not that scary
• “Focus on” – this isn’t going to be just a fling, our
support, tools, updates, education and advice will be
with you from this point forward
• “Focus on” – workforce and customer analytics are
going to give you a clearer picture
• “Focus on” - Workforce Optimization
• “Focus on” - Workforce Management
• “Focus on” - Quality Management

18. Phase 3: Follow-up Engagement
This results in editing/fine-tuning of the Brand Story
& Content Production Guide so we’re 100% in sync
with you, as well as prioritization of desired content
assets.
However now, with a Core Storyline established, all
content assets can be attached to and support the
central message as opposed to disconnected, ad-hoc,
blogs and posts.
Our Process & Deliverables

19. See the videos at www.valverdestiles.com
Our Process & Deliverables
Phase 4: Production

20. Our Process & Deliverables

21. We’d be honored to grow our partnership with you
and give you the confidence of a go-to resource for
clear content that matters to your audience and
achieves business objectives.
michael@valverdestiles.com
www.valverdestiles.com

22. Michael Valverde - Founding Partner
Michael is a multi-modal storyteller with
corporate, agency and entertainment
industry experience. His accomplishments
include building a successful ad agency,
launching startup brands acquired for over
$125M, and directing 3 feature films. In
the past 3 years alone, Michael has
produced more than 100 story-driven
videos to help great brands share their best
stories.
https://www.linkedin.com/in/michael-
valverde-3060771/
Mike Stiles – Founding Partner
Mike marries his background in news and
entertainment with professional experience
in social & digital marketing, leading content
that attracts, holds and converts. Author of
the 2010 ebook “Showtime: Brands as
Content Producers," Mike has run content for
the Oracle Social Cloud, and was Manager,
Enterprise Content Strategy for
InterContinental Hotels Group. He’s been
CMO/Board Chairman of a live sketch
comedy theatre company, Executive Producer
of a national radio network, a top-rated radio
host, and a TV news anchor/reporter.
https://www.linkedin.com/in/mikestiles/