Our Story

2015

Story Marketers with a Purpose

Our purpose is to make things

happen through developing

and telling great stories so

organizations can be successful

and its people happy.

3

4

Who Works With Us?

You have a great story

to tell but you need

further development

and refinement. You want high-level expertise

and attention, but don’t have

the budget for a big ad

agency or PR firm.

You want to be

strategic, but be

efficient and nimble.You want your brand

communications to be

compelling, emotional

and effective.

Clients

7

Purpose

Purpose-Driven Messaging

When the ashes clear from the economic

Armageddon, the only organizations left

standing will be the ones that actually stand for

something. Without a purpose that improves

peoples’ lives, and contributes to the greater

good, organizations will struggle.

-- Roy M. Spence Jr.

Author of It’s Not What

You Sell, It’s What You

Stand For

“

“

The brands that will thrive in the

coming years are the ones that have

a purpose beyond profit.

-- Richard Branson

“ “

Purpose-Driven Messaging

Purpose-Driven Messaging

– Jim Collins and Jerry Porras,

Built to Last

Organizations driven by purpose

and values outperformed the

general market:

Outperformed

comparison

companies:

15:1 6:1

Purpose-Driven Messaging

Organizations that have cultures based on shared

values outperform companies that don’t:

Revenues grew

4x faster

Job creation

was

7x

Stock prices grew

12x faster

– John Kotler and James Jasket,

Corporate Culture and Performance

Who is Driven by Purpose?

13

Story Development

Story Development & Sharing Process

Executive download

& brainstorm sessions

– Customer pain and your claim

discussion

– Personality / Culture exploration

– Internal perception of yourselves

vs the competition

– Sessions include members of

executive team, marketing, sales and

other groups

Purpose-driven creative brief

development

– Provides direction for all future

tactical planning and creative

exploration

1 External interviews

– Interviews with customers,

employees, prospects (5-10)

2

Research / research review

– Review existing primary research and

conduct secondary research

3 4

Story Development & Sharing Process

Creative Concepting

– Verbal and Visual creative exploration

to make your purpose come to life

Evaluate

– Evaluate, analyze and improve

5 Integrated tactical plan

development

– Tactical detail, budget, timing

6

Execute plan

– Tell your story by making it happen

through various tactical channels

7 8

Purpose-Driven Framework

What is your brand purpose – the

difference you make in the world?

Elegantly Simple, Crystal Clear, Brutally Single-Minded, Innately Inspirational, Evident in Deeds as Well as Words

BRAND PURPOSE

SUPPORT

What supports

your brand purpose?

PROMISE

What is yourpledge to the marketplace

as a company?

VALUES

What is your behavior

within the marketplace as

a company?

VOICE

What is your branding and

communications voice?

Develop and Share Stories

Your StoryStories in support

of your purpose

or message

Pains

Claims

Purpose

CompetitiveMessaging

Audience

Pain-

Needs-Habits

Internal

Expertise-Your Claims Market

Perceptions of

You vs. Comp

Planning | Distribution | Engagement

GOALS ARE TO:• Raise Awareness • Generate Leads• Support Sales • Grow Revenue

18

Story

Earned Media

Paid Media

Owned Media

• Traditional PR

• Comments, Likes, Shares

• SEM

• Retargeting

• Targeted Social Ads

• Web Site

• Blog

• SEO

• Social Channels

19

Story Marketing

Purpose

Message

Development

Visual

Identity

Creative

ConceptingPaid

Advertising

Media

Relations

Search

Engine

Marketing

Search

Engine

Optimization

Trade

Show

Promotion

Social Media

CommunityManagement

Content

Development

Sales

Support

Digital

Development

Internal

Communications

Video Writing

& DevelopmentE-mail

Campaign Development & Execution

Event Creation

& Execution

20

Story Cases

21

Case Studies

Daymarck | The Story

Help homecare improve

healthcare. One code at a

time.

We launched this homecare coding

company with a purpose-driven message to

be part of the solution of the healthcare

problems in this country.

22

Case Studies

Daymarck | The Results

Thought leadership, brand

awareness and leads through

consistent story development

& sharing.

Helped grow this start up healthcare

company to several million in revenue. It

was ultimately aquired by an industry

consulting leader.

23

Case Studies

OnRamp | The Story

We want truckers to be more

independent, successful,

fulfilled.

We launched this division of C.R. England

to help decrease turnover of independent

truckers with services that would help

truckers not feel so all alone in this tough

industry.

24

Case Studies

OnRamp | The Results

Purpose Development.

Launch Campaign. Social

Testing. Put on Map.

In six months, we increased brand

awareness, established them with the trade

press, developed content as top referrer to

web site, and helped in lead generation.

25

Case Studies

SVM | The Story

Driving positive behaviors with

rewards people want and

need.

We helped transform a reseller of branded

gift cards into a provider of solutions that

help reward and motivate customers and

employees.

26

Case Studies

SVM | The Results

Internally & externally

recharged the company.

Over a 10 month period, developed and

launched an integrated story program that

delivered 200 leads with potential revenue

value of $5 million.

Thank You.

George Rafeedie, Founder

847.921.3925

grafeedie@tellyourstoryinc.com

@grafeedie

@tellyourstorybc

/tellyourstoryinc

tellyourstoryinc.com