Goals
Define a marketing, digital or content strategy starting from the people you speak to, not from the channels. Learn the method by applying it to a real case, from understanding the audience to the ideas to develop.
Who it is for
Marketing, digital and content teams; strategists, account managers, creative directors; companies that want to build strategy together with their agency.
What we cover
- Insights and personas: who the people we speak to really are
- Journey mapping: moments and touchpoints, online and offline
- Pains and gains along the way: where things jam, where you can surprise
- Idea generation and criteria for choosing
- From ideas to strategy: priorities, KPIs, next steps
Format and duration
1 theory session of 3 hours, 1 on-site 4-hour workshop on a real case, 1 follow-up of 2 hours. Working groups of 3 to 5 people.
What the team keeps
Personas, a journey map with pains and gains, a shortlist of priority ideas with next steps.