31. @LAURENTTEAGUE
THE AUDIENCE
connect
+ forces chronological and funnel-
based planning
+ tests assumptions about skipping
steps
+ aligns team to needs, not wants
+ sets up audience for future enhanced
marketing
37. @LAURENTTEAGUEcontext
+ written from audience’s POV
+ names key stages to observe and
reward in the journey
+ aligns marketing with sales
+ identifies key actions and how to
measure them at each stage
MINDSET
38. @LAURENTTEAGUE
document key stages and actions of the journey an individual takes to reach the goal
how are we serving audience X at mindset Y?
39. @LAURENTTEAGUE
Audience:
single adult, pet-
less
Awareness Consideration Purchase Loyalty
Mindset Curious - Thorough - Apprehensive Enlightened - Skeptical - Hopeful Invigorated Empowered
Questions
• Do I want a pet?
• What kind of pet would I want?
• Where would I get a new pet?
• Is it better to adopt or buy a pet?
• What do I need to buy for a pet?
• How do I choose a pet?
• How will pet-ownership change my
daily routine?
• Do I have enough time for a pet?
• Can I afford a pet?
• What are the steps of pet
adoption?
• Where are nearby adoption
centers?
• What kinds of cats are at the
center now?
• Do all of these cats have up to
date vaccinations?
• What else can you tell me about
Sassy?
• Can I pick up Sassy this
weekend?
• How can I help Sassy
acclimate to my
home?
• What are Sassy’s
favorite treats?
• Who can I call if I have
questions?
• Where do I send my
friends to adopt
cats, too?
• How can I support
the adoption
center?
Key Action
Views and engages with
social media campaign
Visits website and requests
more information
Adopts adult cat
Rates center and
donates money
#grownassadult
40. @LAURENTTEAGUEclarity
+ drives the brand to support the
audience at each stage
+ identifies response, message and
content for audience X at stage Y
+ informs most relevant content
opportunities
+ sets the stage for content audit
IDEAL RESPONSE
42. @LAURENTTEAGUE
Awareness Consideration Purchase Loyalty
Our Reponse Acknowledge - Educate - Affirm Invite - Explain - Enable Onboard Support
Most Important
Message
Adopting adult pets is a
worthwhile option that can also
save a life
Adult pets are available every
day at local APA adoption
centers
You and your pet are not
alone. We’re here to
support you.
Help APA continue to
save older pets’ lives
through financial or
volunteer support
Delivery
Social media campaign and
print ads
PR outreach, pet stories on
website, events at center
Going home care
package; Day 2 call
post-adoption email
nurture
#grownassadult
45. journey mapping
provides a clear path for finding
the exact message that
resonates at each step of the
journey
46. @LAURENTTEAGUE
+ use the tags from journey maps in
content audits and future creative briefs
+ start with existing content to identify
what works and needs work
+ audit content in all channels and all
forms
+ identify gaps in content and create a
priority list for production
+ atomize existing content with a slight
spin to fill gaps on social media
NEXT: AUDITING