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STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY STORY
Sto r y THE
CAMPAIGN
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Th e S t o ry Campaig n TELL A STORY. CREATE AN EXPERIENCE.
Why story? We are all drowning in advertising/marketing efforts/notifications/updates/messages…. No one wants to see more marketing. We can’t even process all the marketing we already see every day. What we do want and what we can connect with is a story. A story that resonates with who we are and who we want to be. Our brains are wired for stories - it’s how we make sense of our world. Stories jump out past the noise and get lodged in our minds. Stories get past our mental filters and connect with our emotions. Stories are what connect people and move them to action. Why a campaign? Business owners often find themselves only nurturing the customers they already have or only marketing to potential customers, but struggle to do both consistently. A campaign does both - it nurtures past and current customers, inviting them to go deeper and connect more with your business and products. And a campaign also reaches out to potential customers to draw them into the experience you are creating. The story campaign is how you create a meaningful, engaging experience for your current and potential customers.
1 . S U CC E SS 2. S TO RY 3 . S TAT S 4 . S TR ATEGY 5 . S YS T E MS 6 . S C H ED U LE 7. S C A L E
1
Success Start with the end in mind. Let’s first define what success looks like, and then we can work our way backward to what we need to do over the next weeks and months to arrive at your goal. Before we set any numerical goals for the future, we’re going to look backwards at your Why (the reason you started this) and look at the present (situational analysis). Then we will be ready to create a stretch goal for the future.


WHAT IS YOUR WHY? ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________
? Why did you start this business? What do you hope to accomplish beyond financial goals? What keeps you going in the hard times?
___________________________________________________ ___________________________________________________ ___________________________________________________
WHERE ARE YOU AT NOW? ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________
? Customers Financials Team Products Email List Social Engagement
B R A IN D UMP
d
WHAT ARE YOUR GOALS?
_________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________
For the next… 5 years? 1 year? 6 months? 3 months?
_________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________
STRETCH Goal: a goal that seems just out of reach, slightly impossible.


S E L ECT PRIMARY GOAL FOR THIS CAMPAIGN: You can only choose one! Having two primary goals will divide your focus, resources and energy.
LIST 2 - 3 SUPPORTING GOALS: These are secondary goals that support your main goal.
1. 2. 3.
2 Story
Your story will be bigger than your business - it’s not about you, it’s about the idea you stand for.
Let’s decide on the story that your business will tell through this campaign. This is the core of your campaign. This is the message. This is the ‘big idea.’ This is the center of the story we will create.
The structure of your story should include setting, characters, conflict and resolution (your products/services).
This story needs to connect with the minds and hearts of your ideal customer.
Your brand experience should inform the story we tell and how we tell it.
Your messaging and the experiences you create will all revolve around this story.
We will boil your story down to a phrase or sentence. This will be your rally cry/hashtag.
B R A IN D UMP WHAT STORY DO YOU WANT TO TELL? ___________________________________________________ ___________________________________________________ ___________________________________________________
THINK THROUGH…
___________________________________________________ ___________________________________________________ ___________________________________________________
CHARACTERS?
___________________________________________________ ___________________________________________________
SETTING?
___________________________________________________
___________________________________________________
CONFLICT?
___________________________________________________
GUIDE?
___________________________________________________
GIFT?
___________________________________________________
RESOLUTION?
___________________________________________________
___________________________________________________
___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________
THE STORY
HERO
(your ideal customer, target audience)
CONFLICT
(hero’s struggle that they desire to overcome)
RESOLUTION
(how does your business solve their need/desire?)
SUPPORTING CHARACTERS (your business, partners, competition, etc.)
SETTING
(where does your story live? feeling, mood, locations, etc.)
THE P LOT
OF YOUR STORY
On the Hero’s journey to satisfy __________________ (desire/conflict) we as the mentor provide a gift of ________________ (product/service) that magically ______________________________ (value proposition/resolution) thereby creating a journey that __________________ (experience benefit)
YOUR PLOT ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
3
Stats Over the course of this campaign, we are going to track several metrics. But first we need to decide on the metrics, or ‘Stats’, that are the most critical. These are the stats that you feel are the most important to focus on in order to hit your Success Goal.
First we will brain dump all the relevant stats that we could track. Then we will select the top 3 - 5 that we will focus on for this campaign. When choosing your stats, think through….
• Which stats are the ‘lead dominos’ and which are ‘downstream’ stats? • Which stats are most closely tied to our Success Goal? • Which stats are vanity or pride stats?


________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________
B R AIN S TORM
________________________________________________________________________________ ________________________________________________________________________________
WHAT METRICS ________________________________________________________________________________ ________________________________________________________________________________ WILL ________________________________________________________________________________ GUARANTEE ________________________________________________________________________________ ________________________________________________________________________________ YOU ________________________________________________________________________________ HIT ________________________________________________________________________________ YOUR ________________________________________________________________________________ ________________________________________________________________________________ GOAL? ________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________


SELECT 3 - 5 STATS TO TRACK
STAT
TARGET & DATE
 
Write your top 3 - 5 Stats in the upper boxes and write the target number you want to reach and the date you want to reach it by in the bottom boxes.
 
4
Strategy We have a Goal and we have the Stats to track as we move towards that Goal. Now, we need the Strategies that we will use to reach the Goal! These are the strategies that we will use to hit the Stats we set.
There are a hundred strategies we could try. But instead of spreading our focus and resources thin over many strategies and doing them poorly, we are going to focus on just a handful and do them really well.
B R A IN S TO RM
STRATEGIES TO REACH STATS ______________________________ ___________________________________________ _____________________________________________________
___________________________________________________________ ________________________________________________________________ ____________________________________________________________________ ______________________________________________________________________ ________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ _______________________________________________________________________ ____________________________________________________________________ ________________________________________________________________ ___________________________________________________________ ___________________________________________________ _________________________________________ ___________________________
• WHAT HAS WORKED IN THE PAST? • WHAT IS THE COMPETITION DOING?
• WHAT WOULD BE EASY TO TRY AND TEST? • WHAT WOULD BE CRAZY AND OUT OF THE BOX?


S E L ECT
3 - 5 STRATEGIES TO FOCUS ON
SUCCESS GOAL:
STRATEGY
**If Social Media and Email Marketing are on your strategy list, check out the Social Media template and Email Journey template in the back.
5
Systems We have a Success Goal. We have the Stats to track. We have the Strategies to hit those Stats. Now we need the Systems that will ensure those Strategies get executed! Creating a plan is great, but without systems in place it’s easy for tasks to go undone or be done inconsistently. This is the crucial part where we put our campaign into tangible action!
B R A IN S TO RM 

SYSTEMS FOR OUR STRATEGIES:
STRATEGIES:
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
D EFI NE
THE SYSTEMS FOR EACH STRATEGY
STRATEGY & STAT
SYSTEM WHAT: WHEN: WHO:
STRATEGY & STAT
SYSTEM WHAT: WHEN: WHO:
STRATEGY & STAT
SYSTEM
WHAT: WHEN: WHO:
STRATEGY & STAT
SYSTEM WHAT: WHEN: WHO:
STRATEGY & STAT
SYSTEM WHAT: WHEN: WHO:
6
Schedule If it’s not on the calendar, it’s not gonna happen. Let’s take everything we’ve created and planned and put the entire campaign on the calendar! This will be the main section you reference for the next month because this is your action plan to make the campaign happen.


L IS T SYST E MS/ TASK S: DAILY:
WEEKLY:
MONTHLY:
ONE-TIME:
OTHER:


DAILY TO-DOS:
30 DAY SUNDAY
MONDAY
TUESDAY
PL ANNER 

WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
7
Scale T
It’s been 30 days! How are things going? Let’s look at what has worked and what hasn’t worked as well as we hoped. Then we can decide what to scale up, what to tweak and what to stop doing altogether.
T T T
T E S W E A T E S W E A T E S W E A T E S W E A
T K T K T K T K


30 DAY CH ECKIN
STRATEGY
STAT
Target/Actual
SYSTEM
Scale/Tweak/Delete


DAILY TO-DOS:
30 DAY SUNDAY
MONDAY
TUESDAY
PL ANNER 

WEDNESDAY
THURSDAY
FRIDAY
SATURDAY


60 DAY
Gut Ch e ck
__________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________


6 0 DAY CHEC KIN
STRATEGY
STAT
Target/Actual
SYSTEM
Scale/Tweak/Delete


DAILY TO-DOS:
30 DAY SUNDAY
MONDAY
TUESDAY
PL ANNER 

WEDNESDAY
THURSDAY
FRIDAY
SATURDAY


90 DAY
Gut Ch e ck
__________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________


9 0 DAY CHEC KIN
STRATEGY
STAT
Target/Actual
SYSTEM
Scale/Tweak/Delete


DAILY TO-DOS:
30 DAY SUNDAY
MONDAY
TUESDAY
PL ANNER 

WEDNESDAY
THURSDAY
FRIDAY
SATURDAY