face of the
CUSTOMER
the projects
>Racetrac t h e v i s u a l i z a t i on program t e s t s t o r e workbook s u s t a i n a b i l i t y initiatives s tp analysis >Curvique marketing strategy & logo design >HKS atlanta office relocation nghs women & children’s pavilion
The Neighbors
Negotiate between brand & community identity
The Public
Understand the stakeholder’s context
The Guest + Ops
Walk through stores as the guest
The Guest + Ops Create consistent experiences
The Guest + Ops
Offer the right products to the right people in the right way
The Guest + Ops Ask for feedback
Site Map
Evaluate the audience & relevant information
HOME PAGE
ABOUT US
REGION
MAP
MISSION
elec
FIRM
PERFORMANCE
DATA
led
utility
ems
acct
waste
location
irrigation
measure
PROJECTS
energy
project
SEARCH
solar
eqpm
horizon
month
water 30x3 WORD CLOUD TRENDS
INTERNAL EXTERNAL
waste natural gas
elec store type
water waste nat gas
Energy Dashboard
Broadcast your hidden value
Segment
Use heat maps to segment around utilities
seg
me
seg
nt 0
1
me
seg
nt 0
2
me
seg
nt 0
3
me
nt 0
seg 4
me
nt 0
5
Target
Evaluate areas of hi/lo need with value
NEED Time Health Interest Car Dependence Energy Prepared Meals Fuel Price Sensitivity Store Organization
LEVEL OF NEED Hi Lo Hi Hi Hi Med Med
Position
Craft a unique & relevant message
FACTOR Working life Education Gender mix Age Income Industry
DESCRIPTION Significant commute 50% w/ college Mostly male Mid-40s to Early 50s Moderate Construction Manufacturing
Symbolism
Teach women to re-imagine old stories
Place Matters
Reposition firm as a tier one design studio
Place for Women
Tailor solutions to a specific audience
form of
RELATIONSHIP
the projects
>Shipp Inc i d e a t i o n, strategy & design >Refugee Women Network s u r vey design & s t r a t e g y workshop >HKS design fellowship northeast georgia health system gwinett braves stadium
Be Authentic
Craft a real message YOU believe
Change
Adapt to the customer’s evolving needs
An Ecosystem
Design experiences in the customer’s mind
Identity
Evaluate areas of consensus & conflict
MARKETING CAPABILITIES
4
capacity
3.5 3 2.5 2 1.5 1 0.5 0 external alliances
competitive awareness
mean
median
share of voice
Speak Up
Measure word frequencies in open-ended answers
Fair Park
Understand the current situation
Fair Park
Compare & contrast the user & their value
Fair Park
Guide valuable users through a memorable experience
NGHS Campus
Satellite facilities should relate to masterbrand
Cool Ray Stadium
Create a WOW experience for families
HKS DF Atlanta
Design a coherent message
HKS DF Atlanta
Communciate a single message in many places
HKS DF Atlanta
Instill brand values in your talent
HKS DF Atlanta
Package stories in memorable objects
HKS DF Atlanta
Let branding guidelines transform into real objects
function of
DESIGN
the projects
>Racetrac d e s i g n calendar t h e ada survey
>HKS canstruction food campaign children’s healthcare of atlanta children’s birmingham emory university hospital
Communicate
Overcome email fatique with graphic messages
LACK OF DESIGN TIME LINE/PRIORITY
A/D/S HAS INTERNAL TIMELINES. WE DESIGN BASELINE FOR THE COORDINATE STAKEHOLDER IN-STORE ENVIRONMENT. PROCESSES. WE ARE KICKING OFF DESIGN.
CURRENT THINKING NEW THINKING/ACTION KEY MESSAGES D E L I V E R Y
LEADERSHIP
STAKEHOLDER GROUP
VISUAL EMAIL
TALK W/ PRIMARY COLLECT FEEDBACK IN TRACKER STAKEHOLDERS. INCLUDE IN FEEDBACK TRACKER. EMAIL IN 1 – 3 DAYS
METHOD FEEDBACK FOLLOW-UP
EMAIL IN 1-3 DAYS
DISCUSS RELEVANT MILESTONE
STAKEHOLDER MEETING
2 WKS PRE-KICK OFF
INITIAL/FREQ
LIASON & DIRECTOR
LIASON
MESSENGER
WE OFFER SOLUTIONS.
LACK OF DESIGN PROCESS
DECISION MAKERS
INITIATE CONVERSATION ABOUT PUBLICIZE DESIGN PIPELINE PROJECTED DATES
PURPOSE
2 N D C O M M U N I C AT I O N
1 S T C O M M U N I C AT I O N
C O M M U N I C AT I O N S PLAN
I
Measure
Use metrics to broadcast authenticity
NO 9% YES 91%
Excite
Design campaigns that matter to your customers
Inspire
Remind people their work matters
Engage
The workforce is a powerful source for feedback
Leverage
Sub-Brands share equity & risk
Heal
The institution values the well-being of the child & community.
Retain
Close the gap between perceived & actual value
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