**Fair Warning: Examples from Harry Potter, Star Wars, and Star Trek.** A good foundation is essential to building a brand that lasts. In this presentation, Andrea Goulet Ford will go over the essentials of Message Architecture, which is the first step in creating a sound Content Strategy.

1. EFFECTIVE
ENGINEERING
COMMUNICATIONS
Friday, August 16, 13

2. @YOURBRANDVOX@ANDREAGOULET
ANDREA
GOULET FORD TM
Friday, August 16, 13

3. PROBLEMS
Solving
1 2 3
INPUTS
Getting
EXAMPLES
Real World
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4. Solving
PROBLEMS
1
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5. Friday, August 16, 13

6. COMPETITION
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7. Friday, August 16, 13

8. BOTTLENECKS
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9. Friday, August 16, 13

10. HEALTHY GROWTH
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11. Getting
INPUTS
2
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12. Internal ExternalStrategyExecution
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13. CHARACTER
PROFILE
Internal ExternalStrategyExecution
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14. “It took me five years...I
came up with lots of
the characters... Loads
and loads of detail, but
not really the narrative.
During those five years
this mass of material
was generated, some of
which will never find its
way into the books.”
-J.K. Rowling
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15. CHARACTER
PROFILE
WRITING
GUIDE
Internal ExternalStrategyExecution
Friday, August 16, 13

16. BRAND
VOICE
HR/finance
operations
internal
customer
service
programs
digital
strategic
planning
fundraising
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17. VS
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18. CHARACTER
PROFILE
WRITING
GUIDE
AUDIENCE
SEGMENTATION
Internal ExternalStrategyExecution
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19. Friday, August 16, 13

20. PERSONAS AREN’T ENOUGH
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21. ARCHETYPES
ARE MORE POWERFUL
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22. CHARACTER
PROFILE
WRITING
GUIDE
AUDIENCE
SEGMENTATION
MARKETING
TACTICS
Internal ExternalStrategyExecution
Friday, August 16, 13

23. PERSONA #1 PERSONA #2 PERSONA #3 PERSONA #4
FUNDAMENTAL ARCHETYPE Innocent (79%) Sage (87%) Explorer (60%) Innocent (100%)
SUPPORTING ARCHETYPE 1 Citizen (63%) Explorer (78%) Sage (55%) Citizen (51%)
SUPPORTING ARCHETYPE 2 Explorer (59%) Seeker (66%) Caregiver (52%) Explorer (42%)
SUPPORTING ARCHETYPE 3 Idealist (47%) Detective (60%) Seeker (52%) Seeker (42%)
SUPPORTING ARCHETYPE 4 Caregiver (43%) Creator (44%) Citizen (49%) Everyman (41%)
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24. EXPLORERS:
CONTENT MARKETING
CITIZENS:
SOCIAL MEDIA
MOVEMENTS
SEEKER:
GUEST CONTENT
SAGES:
WHITE PAPERS
INNOCENTS:
CASE STORIES &
TESTIMONIALS
TOP PRIORITY
2ND PRIORITY
3RD PRIORITY
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25. Real World
EXAMPLES
3
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26. SHOE SHOWDOWN
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27. WRITING WRANGLE
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28. BUTTON UP BLOWOUT
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29. BATTLE OF THE BLADES
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