Start-up Chile Marketing & Advertising Tribe - Session 3

3. CREATE A
COMMUNICATION
STRATEGY
Advertising &
Marketing Tribe

EVERY SECOND TUESDAY
2.30PM, CMI
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

A short presentation on the need for brand models and a hands on
workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium
TIME AND MEETING POINT
Liane
&
Rob

David

Liane
&
Rob

Pedro
&
Liane

Rob

Tbd.

Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to
get traﬃc and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build
a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get
creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy.
After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on
great Social Media practice.
OUR SCHEDULE:

WHY DO I NEED A
COMMUNICATION
STRATEGY?

YOU JUST LAUNCHED
OR ARE ABOUT TO

WHAT YOU WANT:

HOW YOU THINK
YOU GET THERE:

THE REALITY…

A THOUGHT THROUGH
COMMUNICATION STATEGY
=
DETAILED PLAN THAT HELPS YOU
GET NOTICED & TEST TRACTION

THERE IS NO ONE
FITS ALL SOLUTION.

BUT 6 ESSENTIAL
QUESTIONS THAT
WILL GUIDE YOU.

1.  WHERE DO WE COME FROM?
2.  WHERE DO WE WANT TO GO?
3.  WHO ARE WE TALKING TO?
4.  WHAT DO WE HAVE TO TELL THEM?
5.  HOW DO WE TELL THEM THAT?
6.  WHERE DO WE TELL THEM THAT?

30 MINUTES
EXPLANATION
30 MINUTES
DO IT YOURSELF

1. WHERE DO WE
COME FROM?

Definition
Example
Sources
Mewe is a new Volunteer Travel Search. It enables you to easily find, book & rate your ideal volunteer trip.
The brand just has soft-launched its site. The problem: Nobody really knows the brand and traffic is low.
1. WHERE DO WE COME FROM?
Status-Quo of your Start-up: Why does it exist, what problem does it solve, at which stage you are and
the biggest problem you are facing. (Start-ups: low brand awareness & consideration)
Problem definition along the Purchase Funnel:
-  The customer journey to online purchase, Google
-  Traditional vs. modern Purchase Funnel, McKinsey

SOURCES

2. WHERE DO WE
WANT TO GO?

Definition
Example
Sources
Mewe‘s main goal is to boost brand awareness and generate traffic to the website. In numbers: from 40
to 150 sustainable quality website visits per day, positive feedback from users & category professionals,
positive coverage in blogs & PR. Our budget: $5000, Campaign timing: Month of August.
2. WHERE DO WE WANT TO GO?
The “SMART” goal you are trying to achieve. SMART= specific, measurable, actionable, realistic, timely.
The budget and preliminaries you have. (Start-ups: increase brand awareness & traffic, low to no budget)
Goal examples & brand cases:
-  How to measure Digital, Julian Cole, p.23 & 48
-  Warc Effectiveness Awards (Free Trial)
-  Benchmarks: Display Ads (Google), Website Traffic (Compete)

SOURCES: CHECK OUT HIS COURSE “DIGITAL STRATEGY” ON SKILLSHARE

3. WHO ARE WE
TALKING TO?

Deﬁnition
Example
Sources
We are talking to all purpose driven travellers between 18 and 35. While they work hard to climb up the
career ladder in the industry, they seek an experience with a greater sense in their free time. The major
barriers to book a volunteer trip: bad search sites, a lack of information availability & no trust indicators.
3. WHO ARE WE TALKING TO?
Your target group. Demographics (age, gender, net income, country), sociographics (hobbies, mindset,
etc.), insights (problems, dreams, truth, psychology), media behaviour (oﬄine vs. online, …).
-  Demographics: Statista, Keyword Tool, Market-Media Studies (publishing houses)
-  Sociographics: Studies, Google Customer Survey, Typologies
-  Insights: Facebook Comments, Twitter Advanced Search, Talk to people.
-  Studies: Category Associations, Boston Consulting Group, Pew Research.
-  More Examples: Mewe, Playground Sessions.

EXAMPLE

4. WHAT DO WE
HAVE TO TELL
THEM?

Definition
Example
Sources
Before: It’s a pain looking for a volunteer trip. I wish there was an easy way to compare. After: There is a new
site that makes finding a volunteer trip really easy. It is transparent and shows all relevant information.
Proposition: With Mewe you easily find, book and rate your perfect volunteer trip.
4. WHAT DO WE HAVE TO TELL THEM?
The one sentence elevator pitch or the proposition. Helpful: what your target group thinks before the
campaign vs. what they think after. (Start-ups: What you do – it should be new & convincing)
-  Testing with Google Adwords or Facebook Ads (same ads, different messages > clickrate?)
-  Try it out on a party, whats most convincing?

5. HOW DO WE
HAVE TO TELL
THEM THAT?

Deﬁnition
Example
Sources
While Mewe’s competitors are very real, serious and visually all over the place, we want to be simple,
witty, clever, warm-hearted and fun. On a meta level we want to bring across that volunteer travel is not
only “selﬂess”, but also a fun way to get to know a new culture.
5. HOW DO WE HAVE TO TELL THEM THAT?
Your brand personality. What is your character in comparison to your competitors (tonality, speech, visual
setting, design).
-  Tribe Session: create a simple brand model.
-  Skittles Brand Book.
-  Good Presentation on Branding (The Brand Gap)

6. WHERE DO WE
HAVE TO TELL
THEM THAT?

Definition
Example
Sources
Social media continues to be a dominant influence on Mewe’s target group’s travel decision. Google
Search, Facebook and YouTube have the highest reach and thus the biggest potential to create
awareness. Furthermore we use PR and creating unique content to get into magazines and blogs.
6. WHERE DO WE HAVE TO TELL THEM THAT?
Your target group’s customer journey, which media channels are most efficient, creative touchpoints.
(Start-ups: Social Media, PR, Newsletter, SEO & maybe Google Ads/FB Ads, creative touchpoints).
-  Media analysis: Google Consumer Barometer, Google Customer Journey
-  On PR: Ryan Holiday, Trust me I’m Lying & Skillshare Getting Press on a tight budget, Help a reporter.
-  Blogger Outreach program, Julian Cole.
-  Tricks: e.g. Wifi cards, backlinking with badges, endorsement of content, following relevant people.

NOW YOU
HAVE A PLAN.

before

MY COMMUNICATION STRATEGY
1. WHERE DO WE COME FROM?
2. WHERE DO WE WANT TO GO?
3. WHO ARE WE TALKING TO?
4. WHAT DO WE HAVE TO TELL THEM?
6. WHERE DO WE HAVE TO TELL THEM THAT?
a3er

THIS FORMS THE
BASE FOR UNIQUE &
EFFECTIVE CONTENT.

DIY CONTENT OR
BRIEF A
CREATIVE
TEAM.

PROPOSITION
VS.
CREATIVE IDEA.

“WE GIVE YOU THE DAILY TWIST”

GET INSPIRED BY SUCCES CASES

NOW IT’S
YOUR TURN.
30 MINUTES.

LAST BUT NOT LEAST:
COMMUNICATION
FRAMEWORK,
TIME PLAN & BUDGET.

A short presentation on the need for brand models and a hands on
workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium
TIME AND MEETING POINT
Liane
&
Rob

David

Liane
&
Rob

Pedro
&
Liane

Tbd.

Tbd.

Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to
get traﬃc and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build
a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get
creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy.
After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on
great Social Media practice.
OUR SCHEDULE:

Start-up Chile Marketing & Advertising Tribe - Session 3

Start-up Chile Marketing & Advertising Tribe - Session 3

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