9. ‘What makes us different? What ‘Markets change and evolve, stopping to ‘A systematic approach, turning ‘It is an easy and fun exercise that forces
perception do we want to create? ensure your market proposition is subjective ideas into qualified and you to really consider your audience and
Message Mapping provided a pragmatic refined and well tuned to any market evidenced actions. Starting with three their requirements in the context of your
and effective framework by which these and legislation changes and accurately disparate groups, each with their own own agenda. Through its use we were
questions were asked, answered, aligned to customer/clients requirements ideas and prejudices, we successfully able to produce a highly effective,
challenged and a consensus on the way is essential. David Birt’s Message used the process to distil a common targeted communication to our
forward agreed that can underpin our Mapping process is one of the most messaging approach. Subjective ideas shareholders and employees.’
future communications strategy.’ effective ways of getting your teams were challenged and tested such that Nick Saunders
Dave Hirst
understanding of your organisation they became clearly evidenced facts. Head of Corporate Support
strategy aligned with how you Everyone bought into the resultant plan Yell Group plc
Marketing Director
Capgemini Consulting, UK communicate effectively to your target – and we delivered on it.’
audience.’ Geoff Chaplin
Business Manager
Oscar Vickerman
Fujitsu Defence and Security
Marketing Director
powerPerfector
10. ‘David's ability to bring a clear, ‘I am very happy to recommend you!’ ‘Message Mapping quickly brought out ‘Our work with David has provided us
structured and evidenced based Rees Aronson
the key issues in re-branding and with a wonderful foundation on which
approach to message mapping, creating Partner KPMG Audit enabled us to agree swiftly and with the to base our future communications. His
a powerful yet simple framework for us minimum of fuss. The brand is simple style, approach and message mapping
to use while listening to and but strong and lends itself to the many process has proven invaluable, giving us
accommodating all stakeholders has set different uses needed. I would happily highly effective results.’
an enduring standard for the quality we use this system again and recommend it Oscar Vickerman
now expect from our partners. Our to others.’ Head of Marketing
message mapping work has created British Energy
David Wells
tangible benefits for the organisation Development Director Scarborough
within a matter of weeks.’ Development Group plc
Michael Cauter
Commercial and Finance Director
Deputy Chief Executive (Corporate)
The United Kingdom Hydrographic Office
11. ‘David helped a diverse group of ‘Message Mapping brings an approach ‘David is a great creative thinker ‘I have known David for over 10 years
individuals from a wide range of to communication which builds the matching comms strategy with creative and over that time he has produced
organisations to focus in on those areas brand by linking key buying criteria to output. He truly believes that great some great work. He combines a really
where we could make the biggest impact relevant messages and communication design won't work unless the message is exceptional strategic insight coupled
and add the most value, then agree tools. This in turn delivers real bottom right and therfore spends time to ensure with an ability to think and visualise
what our key priorities and supporting line results. Many agencies are strong in the brief and the Message Map are creatively. His ability to get on with
messages were under the Science City parts of the communication cycle, but correct before the design is considered. people at all levels means he can get to
Bristol banner. The process was few have such a complete results In execution he has an incredible eye for the heart of an issue quickly and
challenging but has given the oriented approach.’ detail. And he's great fun to work translate that into possible solutions
partnership some renewed enthusiasm Jonathan Chevallier
with too.’ that the client can work with. He is a
and clarity of a shared vision.’ Director Sarah Smith
first class operator.’
WCI Consulting Head of Marketing Comunications
Ann O'Driscoll Debbie Standish
Xansa
Enterprise Manager Tetley Group/Change in action
South West of England RDA
12. Workshop Q&A
Who should participate? How long does it take? What does it cost?
The process requires a mix of Dependent upon complexity of brief. Dependent upon the brief please feel
contributing individuals, with executive Example: free to ask for an estimate.
responsibility covering policy making, Participants time up to 1 day
operational performance, sales and or two ½ days.
marketing. Results 1½ weeks.
How many participants? What does the output look like?
We suggest at least 5 to a maximum of Typically a written report with detailed
about 10 per group. message maps.
13. Outcome A fast rigorous and enjoyable process that
engages and aligns the best talent you have to
generate compelling messages capable of
connecting with your crucial audiences.
Building understanding, awareness, advocacy,
and revenue.
