From a live event - a tournament luncheon - we created a transmedia marketing campaign involving a story, an e-blast and a social media platform. The story: sportsmanship.

1. REAL EVENT

2. What is transmedia communications?
Taking your brand, developing a story
with it
across multiple platforms - so that your
audience can participate.
BUILDING RELATIONSHIPS

3. Who is your audience?
What do they care about?
Need a POSTIVE emotional
connection
Go deeper than “saving money”

4. Story Bible: Story World
EVOKE POSTIVE EMOTION
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•
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Date of Event(s) – MICRO/MACRO
Date of content release - TIMING
What are the things your audience cares about?
Do they have to overcome
conflict/drama/adversity?
• What goals do they want to achieve?
• How does your product/service help?

5. LIVE
EVENT
Dogwood
League
matches
EMAIL
Weekly
Tournament
Reports
Tennis
Apparel
LANDING PAGE
Facebook
FIAT online
salesperson’s
page

6. What happens next?
What’s the most compelling story for this audience?
What do they care about most (back to story Bible)?
• Grand Slam? NO
• The Game? NO
• Team Spirit NO
• History/Heroic Players NO
• Coaches/Pros NO
• Charity – giving back? YES
• Looking good (apparel)? YES
Create our weekly email reports to focus on the charity component and
apparel.
How does this sell cars?
FIAT is sponsoring the e-blasts that their audience CARES about.

7. Measure
Know Your Audience
Analytics confirm what
compels our audience to keep moving
across channels and what doesn’t.
• Constant Contact – Click Throughs (not opens)
• Facebook Insights
• Google Analytics on landing pages

8. What happens next?
Contribute to branded entertainment
and not the fractured noise.
Start your “Story Bible” &
Flow Chart Now