Understanding Your Audience to Create Winning Brand Plans (BC1)


Description
Knowing your audience is key to creating a winning brand plan. If you don't know who you are talking to, how do you set the tone and methods of communication?

This module will explain how to improve your audience insights and then how to use this to test your plans. In it we will cover:

Why understanding an audience is important
How to deep dive into who your audience is
How to create pen portraits to share who they are
How to test using your audience
How to use your audience in your brand plan
How others can help you and you can help others

Make sure you have the workbook ready as you start the course which you can download from the 'files' section at the bottom of this screen.

Once you've completed your module we'll set up your feedback and development session with Fiona, CEO of Brand Champion, so look out for your invite.

Good luck and enjoy!
Content
  • Fiona's Introduction
  • Introduction from the Brand Champions CEO
  • Objectives
  • Objectives of the course
  • What is an audience?
  • What is an audience?
  • What is an audience activity
  • Where can you find insight?
  • Where do you find insight?
  • Where can you find insight activity
  • Reactive and Proactive data
  • Proactive and reactive insight
  • Reactive and proactive data activity
  • How do you get good audience data?
  • Collecting data
  • How do you get good audience data activity
  • How else is there to research your audience?
  • Other ways to find data
  • Other ways to find data activity
  • Using Ethnography
  • Using Ethnography
  • Sourcing your data summary
  • Sourcing Your data activity
  • Who can help you with getting this data?
  • Who can help you get this data?
  • Who can help you get this data exercise
  • What do you do with all this data?
  • What do you do with the data?
  • What do you do with all this data activity
  • Creating pen portraits
  • Introduction to pen portraits
  • Understanding pen portraits activity
  • How do you create a pen portrait?
  • How do you create a pen portrait
  • Michael's Pen Portrait
  • How Do You Create a Pen Portrait Activity
  • How do you test with your audience?
  • How do you test using your audience
  • How do you test with your audience activity
  • Using your audience in your brand plan
  • Using your audience in your brand plan
  • Using Roger’s Theory
  • Rogers Diffusion Model
  • Rogers Diffusion Model activity
  • The user vs the buyer
  • The users vs the buyer
  • The users vs the buyer activity
  • How can others help you with your audience
  • How can others help you?
  • How can others help you?
  • Sharing your audience information
  • Sharing your audience information
  • Sharing your audience activity
  • Understanding your Audience summary
  • End of Module Summary
  • Understanding your Audience Final Activity
  • Module Feedback
Completion rules
  • All units must be completed
  • Leads to a certification with a duration: Forever