Project overview

• Project name:
• Client name:
• Date:

Target audience

• Primary audience:
  • Demographic profile
  • Pain points
  • Motivations
  • Content preferences
• Secondary audience:
  • Demographic profile
  • Pain points
  • Motivations
  • Content preferences

Value proposition

• Unique selling points:
  • Key benefits of the product/service
  • Differentiators from competitors
• Elevator pitch:
  • Concise statement summarizing the value proposition

Key messages

• Brand mission:
  • Statement outlining the company's purpose and goals
• Brand values:
  • Core principles that guide the company's actions
• Brand personality:
  • Adjectives describing the brand's tone and voice
• Unique selling points:
  • Specific features or benefits that set the product/service apart

Messaging framework

• Awareness stage:
  • Messaging to attract attention and create interest
  • Examples: social media posts, blog posts, infographics
• Consideration stage:
  • Messaging to educate and build trust
  • Examples: case studies, whitepapers, webinars
• Decision stage:
  • Messaging to drive conversion and loyalty
  • Examples: product demos, free trials, testimonials