PROPOSAL  FOR  SERVICES  

What  we  heard  

Based  on  our  limited  /me  together,  we  understand  the  following  to  be  things  you’re  challenged  with,  and  things  you’d  like  us  to  help  you  be  be;er  at.  

  You  want  to  increase  the  number  of  middle  school  kids  in  the  program  (feeding  the  future)  

  You  want  to  connect  more  closely  with  conference  par/cipants  

  You  want  to  extend  the  value  you  deliver  to  sponsors    You  don’t  have  a  marke/ng  team,  and  need  help  with  

innova/ve  ways  to  connect    

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Our  approach  to  problem  solving  

There  is  no  canned  solu/on  to  your  challenges.  However,  we’ve  done  this  long  enough  to  know  that  every  client  shares  one  thing  in  common  –  a  desire  to  be  more  effec/ve  at  engaging  with  their  exis/ng  cons/tuents,  and  a;rac/ng  new  ones.    

  We  bring  a  proven  approach  to  problem  solving  that  allows  us  to  quickly  get  to  the  right  answer.  It’s  a  methodology  focused  on  craJing  closer  connec/ons  between  you  and  your  audience,  and  it  is  rooted  in  the  art  of  experience  design  

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Defining  Experience  Design  

Good  Experience  Design  is  about  crea/ng  persuasive  branded  customer  experiences.  

  In  today’s  mul/-­‐channel  world,  Experience  Design  has  evolved  into  the  art  of  persuasion,  designing  for  emo/on  and  trust  to  create  new  levels  of  customer  engagement  and  commitment  across  a  wide  variety  of  digital  and  physical  experiences.    

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  We  are  “Architects  of  Persuasion”  We  design  and  deliver  game  changing  customer  experiences  across  a  wide  variety  of  

plaQorms,  turning  complex  into  compelling.    

  Grounded  in  a  clear  understanding  of  consumer  needs  

  Balanced  against  business  goals  and  brand  aspira/ons  

  Powered  by  technology,  considerate  of  it’s  environment  

  Tethered  to  a  rigorous  methodology  

Business

Brand Technology

Consumer Experience

CraEing  Great  Experiences  

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1 Design 3 Deploy 4 Discover

Assess Competitive Landscape

Conduct User Research Identify

Business Needs

Create Connection

Strategy

Explore Execution Concepts

Create Personas

& Scenarios

Create Engagement

Strategy

Create Wireframes & Functional

Specs

Create Hi-res Comps & Style

Guide

Assemble Content

Identify Voice & Tone Guidelines

Explore the Brand

Conduct User Testing

3-­‐4  weeks   6-­‐12  weeks   Variable  

Build Screens

Measure & Track Results

Integrate Back-end

Continuously Collect User Feedback

2 Define

3-­‐4  weeks  

The  experience  design  process  

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Discover  phase  overview  Purpose    Ar/culate  the  vision,  goals  and  objec/ves  

for  the  ini/a/ve  

  Create  a  common  understanding  across  the  team  on  the  high-­‐level  objec/ves  

  Define  scope  and  requirements  

  Iden/fy  best  prac/ces  in  the  space  

  Understand  specific  audience  needs  &  behaviors  

  Understand  needs  of  each  target  audience  

  Explore  brand  messaging  

1 Discover

Assess Competitive Landscape

Identify Business Needs

• Business Analyst • Experience Lead • Information Architect

• Experience Researcher • Experience Lead

• Information Architect

Create Personas & Scenarios

• Experience Researcher • Experience Lead

Explore the Brand

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But  without  something  specific  to  focus  on,  or  a  specific  goal  to  address,  the  phased  approach  solves  nothing.  

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So  let’s  start  with  the  basics  

Prior  to  being  able  to  focus  on  a  set  of  problems  to  solve,  we  need  to  get  a  be;er  understanding  of  the  marke/ng  savvy  of  your  organiza/on,  to  help  us  understand  your  appe/te  for  innova/on,  and  to  help  us  be  clear  on  your  goal(s).    

We  propose  an  ini/al  “Immersion  Workshop”  to  help  us  all  align  on  some  fundamental  pieces  of  your  business.    

  This  Immersion  Workshop  will  be  an  intensive  5  day  engagement  which  consists  of  both  individual  and  group  mee/ngs,  and  culminates  in  a  clearly  defined  vision  for  our  engagement,  based  on  the  things  your  team  has  defined  as  cri/cal  to  their  success.  

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Things  to  explore  together  

We’d  be  interested  in  geang  a  be;er  understanding  of  your  posi/on  or  strategies  around  some  of  the  following  Marke/ng  pillars:  

  Brand  Iden/ty  &  Posi/oning  

  Audience  Segmenta/on  

  Engagement  Strategy    Connec/ons  Planning  

  Communica/on  Strategy  

  Campaign  Strategy  

  Media  Strategy  

  CRM  Strategy  

  Iden/ty  Management    Product  Strategy  

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Focus  on  the  foundaTon  

We’d  like  to  spend  some  /me  with  the  mission  cri/cal  people  within  your  organiza/on  to  get  a  be;er  grasp  of  some  of  the  following  things:  

  Which  aspects  of  “marke/ng  services”  are  you  struggling  with?  

  Who  are  the  core  audiences  you  want  to  connect  with?  

  Who  else  is  part  of  the  chain  of  influence,  and  what  do  they  want  out  of  this  rela/onship?  

  What  have  you  done  well  in  terms  of  connec/ng  with  your  audiences  over  the  past  few  years?  

  What  have  you  not  done  so  well?  

  Are  you  achieving  or  exceeding  all  of  the  goals  you’ve  set?  

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Outputs  from  the  workshop    

Our  goal  from  this  workshop  will  be  to  come  away  with  a  clear  understanding  of  the  goals,  capabili/es  and  makeup  of  the  S.T.E.M.  organiza/on,  and  to  build  alignment  with  stakeholders  on  the  highest  priority  objec/ves  for  the  coming  1-­‐2  years.    

We  will  achieve  alignment  on  the  following  items:  

  A  vision  for  the  way  we  connect  with  others  moving  forward  

  Goals  and  factors  for  success  

  Capability  areas  to  focus  efforts  against  

  Priori/zed  list  of  objec/ves  

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Proposed  cost  for  services  

Immersion  Workshop:  

The  immersion  workshop  will  serve  as  the  foundaTon  of  the  overall  

partnership,  and  will  act  as  the  primer  for  the  Discover  Phase  

engagement.    

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