Audience Journey Maps
Research / Stakeholder Interviews / Creative Direction / Writing / Iteration/ Training
Our education nonprofit partner had plenty of research, persona work, decks about how they divined the personas, decks about how to get the personas to attend meetings, and all the associated materials that come with said decks. We’d seen some of it—including a presentation given by the research firm themselves. It was sound stuff, but it wasn’t being used.
How many marketing plans are just sitting in a file somewhere never to be seen again?
Don’t call it a funnel.
With a whole team of agencies working on their marketing, advocacy, and thought leadership projects, a unifying set of messages, goals, and paths would be a great step toward coordinating our efforts. But no one was starting from the same place and no one was taking the lead.
So, we took that unused deck and turned it into a tool they’d actually use: a set of maps everyone could use to get these audiences where they need to go.
Mapping it out.
The personas we started with were sketchy, with esoteric names, and no real relation to one another, let alone a way to put the information into action.
We worked with the client’s stakeholders, strategy directors, in-house thought leaders and subject matter experts, as well as the other agencies working with all of them to shift the focus from who these personas are, to what their relationship is with our client.
Being able to define their relative size, how far they are from the mission of our client, and what they need to understand to move closer helped everyone see where they could take action.
Strategy work is only worth it when it’s actually put into practice.
Making it work.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Moving it forward.
These journey maps will be updated regularly in order to stay current with how we use the various marketing platforms and channels.
More importantly, these will continue to serve as a the place to start for new campaigns, rethink approaches to previous efforts, and iterating on current owned and paid media.