MASTERCLASS

community-based story canvas
 

What is it?

The digital revolution has impacted on us all and not only by way of digital applications. In a world where we are already dealing with ‘the day after tomorrow’ today, this workshop offers a daring new view of marketing, where technology is subordinate to strategic insight and is at the service of credible and powerful storytelling.

Consumers are no longer prepared to be pigeonholed on the basis of criteria such as age, geography, hobbies or passions. Instead, they surround themselves with like-minded people on the basis of a feeling of solidarity. While in the past we could appeal to yoga enthusiasts via the same channels and with one message, these days the spiritual yogi on the one hand and the sports yogi on the other will not only be in a different place, but will also identify with fundamentally different stories.

No, community marketing is not ‘the next thing’ after influencer or content marketing. Community marketing goes back to basics. Traditionally, companies do their utmost to convince consumers with a message that is ‘harder, better, faster, stronger’. Stephanie Duval and Nele Pieters demonstrate that if you place consumers and their communities centre stage, you penetrate far deeper to the core of the story. At every level of the company.

For whom is it?

Our masterclass ‘Community-based Story Canvas’ is aimed at business leaders and marketeers who feel intuitively that marketing needs to be made simple again. Managers who not only dare to question whether consumers are (still) interested in their message but who also want to take positive action to work out a new strategy based on a simple step-by-step plan.

Price: 750 euro excl. vat

Workshop 1

community thinking

Workshop 2

Storymaking

24 september 2018

27 september 2018

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19h00 - 21h30

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14h00 - 16h30

1 oktober 2018

4 oktober 2018

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19h00 - 21h30

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14h00 - 16h30

Most companies already adopt the principle of placing clients centre stage as the basis for their business management. Although customer centricity as a method is definitely the right strategy for every company, we dare to question whether the right clients are focused on. Companies still tend to place clients in general target groups based on criteria that do not lead to similar behaviour. The result is that the strategy is based on a heterogeneous group of people, each with their own needs.

During the first workshop, we look at consumers from a different point of view. By leaving aside the traditional characteristics on which target groups are based, together we go in search of communities with similar needs, ideas and preferences.

Our society has become hypertransparent and this is having a huge impact on communication. In the past, it was possible to circulate a message unilaterally, but today everyone in the organisation has to support this message.

During this workshop, we go in search of the big idea: the message that you want to convey as a brand in the long term and your basis for strategic choices in the short term.

 

Workshop 3

Communication planning

Workshop 4

Community-based Story Canvas

8 oktober 2018

11 oktober 2018

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19h00 - 21h30

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14h00 - 16h30

22 oktober 2018

25 oktober 2018

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19h00 - 21h30

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14h00 - 16h30

Banner blindness is a well-known phenomenon in our postdigital age. We know that messages are only picked up if they are passed on in the right context. And yet companies try to use even the channels that are perfectly suited to this to push messages.

In this final workshop, we bring the community together with the brand story and go in search of formats and ambassadors who make it possible to repeat the same message time and time again without sacrificing creativity.

After these first three workshops, you have acquired all the insights you need to get down to community marketing yourself. You have been given the exercises to build your own Community-based Story Canvas. The well-organised CbSC forms the ideal briefing to translate your long-term philosophy into short-term actions. You can do this yourself or call upon an agency for the task.

During this last workshop, all the participants present their case study and this is followed by a joint feedback session, so that everyone can take home a well-thought-out strategy and plan of approach.

Price: 750 euro excl. vat

the inspiration behind community marketing

Stephanie and Nele got to know one another from opposite ends of the marketing spectrum. As a journalist and content creator, Stephanie was firmly established in the world of storytelling and communication while Nele, first as a marketing manager and later as a consultant, stood on the business side.

They both sensed that there was a big gap between their two disciplines, that all too often, strategy led to nothing and storytelling was just empty talk. Together they have set up several firms over the past three years as a sort of laboratory to test their theories and develop their own methodology. The result is ‘Community Marketing’, a concept that is summed up in a book of the same name.

Stephanie Duval

Stephanie Duval

Nele Pieters

Nele Pieters