Communication
For an eDream to be viable, it needs effective communication of the solution to the beneficiaries and other people that may influence the successful enablement.
Communication Insight helps to determines whether an eDream is a good idea based on understanding how the communications of solution to the beneficiaries and to people that may influence the successful enablement. Angela Ahrendts was able to develop communication to create human energy. The human energy created with beneficiaries (customers, employers, etc.) helped remake the 157 year old Burberry into a global luxury brand and grow the company by 300% in 7 years.
The elements of Communication include:
Communication is a component of the eDream.
Brand
Implied Promise
The implied promise of the brand is what the beneficiaries and other people can expect from the aspirer(s), the mission and the solution.
Trust
This is reason why the beneficiary can be comfortable that people associated with the brand implied promise are sincere and will do everything they can to deliver the implied promise. This is established by demonstrating past history of being trust worthy.
Competence
This is reason why the beneficiary can believe the people associated with the brand promise have the abilities and capabilities to deliver the implied promise. This is established by demonstrating credentials.
Competitive Positioning
What competes with the beneficiaries adopting the eDream? How is the eDream positioned versus the alternative competing solutions?
Message
Story
What is the 15-20 second story that communicates the message. What is the intended take away?
Inspiration
What will inspire people to take action?
Positive Energy
What will ignite passion? Create an positive feeling about the possibilities? Create buzz and energy?
Marketing Platform
Awareness
How do beneficiaries learn about the eDream?
Conversion
How easy is it convert beneficiaries to adopt the eDream? How much does it cost the aspirer and the beneficiary?
Channels
Advertising, social media, speaking engagement,conferences
Network/People
Brand Advocates
How do you create brand advocates that will help attract, engage and convert beneficiaries to change.
Conversion
How easy is it convert beneficiaries to adopt the eDream? How much does it cost the aspirer and the beneficiary?
Enrich/Expand
How do you enrich and grow your network? What direct contact is required to engage network/people in helping with communications or converting them to beneficiaries?
Dialog/Engagement
What two-way dialog is required to convert the beneficiaries? Is this done by the aspirer's, Brand Advocates, partners or others?
Social Media
What social media platforms are best suited for dialog? Facebook, Twitter, Meetup, Tumblr, etc.
Groups
What groups? Online (e.g., Huffington Post, Industry Blogs, etc.) Offline (e.g., Rotary Club, Church, etc.)
Individual
What individual people to engage direclty that may have network effect?
