by Ajinkya Chikte

This playbook is a step-by-step guide to create a strategic communication campaign that will help you tell your brand’s precise story to those specific people that matter the most to your brand right now. It breaks down how to identify your target audience segments, distill your messaging, choose the right channels and media, create great content, then launch, run, and optimize your campaigns. There are workshops and templates to run debriefs and evaluate your campaign performance and develop a deeper understanding of your audience segments and their needs.

1. Refine Target Segments

Goal: To identify the most critical target audience segments in the current business context

• Tasks & Responsibilities: The tasks to execute this section, people involved, deadlines, and other details
• Where is your brand in its Business Journey?
• Stakeholder Questionnaire: Key questions about the stakeholders/actors affecting your brand’s success
• Stakeholder Ecosystem Table: Answer the above questions to identify your critical audience segments and channels
• Brand Touchpoint Journey: Fill in your critical audience segments and the sequence in which they experience your brand touchpoints
• Segment Channel Dossier: Analyze your critical segments’ relevant content output across channels to understand their needs

2. Distill Narrative Hooks

Goal: To identify the needs of critical audience segments and come up with ideas to address these needs

• Tasks & Responsibilities: The tasks to execute this section, people involved, deadlines, and other details