Hot issue 2016 - Trending Engagement Challenges

2016 Trending Engagement Challenges

HOT ISSUEVISION & STRATEGY

INTERNAL COMMUNICATION

DIGITAL STORYTELLING

INNOVATION

INSIGHT

IN 60 SECONDS... Hello. Every year here at

Make Believe we create ‘The Hot Issue’, a review of the most common

engagement challenges we’ve worked on recently. 2015 was a bumper year of fascinating insights, ideas and inspiration so we thought we’d share!

The rate of transformation continues to accelerate creating a range of engagement challenges both internally and externally, for most

clients. New product launches, brand strategy challenges and managing digital communication remain usual suspects. That said, clients are adopting more innovative approaches to identifying customer needs, making insights more impactful, developing innovation and driving cultural change.

We’ve summarised your BIG5 Hot Issues in this document, we’re sure some if not all will be familiar.

TOP5 ISSUESHow do you create head and heart engagement

Winning the internal war for scarce resources

How to create and manage engaging content

Too many brainstorms but not enough ideas that cut through

Millions spent on data and research but true insight is rare

7 / 8

9 / 1 2

1 3 / 1 4

1 5 / 1 8

1 9 / 2 2

2016 Trending Engagement Challenges

HOT ISSUE

VISION & STRATEGY


DIGITAL STORYTELLING

INNOVATION

INSIGHT

ENGAGING BEYOND LOGIC

WHAT WE DID /

InsightAnalogous World Immersions StrategyVision StorytellingInternal FilmsLaunch eventOngoing service audits

NOVARTIS CUSTOMER ENGAGEMENT Delivering Extraordinary Care to patients and physicians

Learning from, and working directly with, service leaders like Southwest Airlines, we helped develop a new Customer Engagement model for a business unit of Novartis. We launched the initiative with a bold vision story at its national sales meeting and followed up throughout the year with communications and initiatives to reinforce the company’s commitment to delivering extraordinary service to patients and physicians.

REAL WORLD STORY

VISION &STRATEGY How do we move

beyond vision statements and strategy charts to

deliver full engagement? The ambition for more clients is to engage people ‘head and heart’ - providing a story with engaging roles for people to step into. Beyond PowerPoint, beyond selling, beyond logic.

Some recent fascinating client challenges:

Launch a new franchise from information to inspiration– Delivering customer engagement from delivering ordinary to extra-ordinary service– Revolutionise cancer care from current solutions to future possibilities

“ TO BE SUCCESSFUL, YOU HAVE TO HAVE YOUR HEART IN YOUR BUSINESS, AND YOUR BUSINESS IN YOUR HEART ”Thomas Watson Sr

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HOT ISSUE 1VISION & STRATEGY

“ C O M M U N I C A T I O N

I S T H E R E A L W O R K O F L E A D E R S H I P

”Nitin Nohria


Enrol support for a new approach to business planning from theory based to reality based –Help people see the opportunities in eco-system innovation from followers to leaders– Work with a cross functional team to craft our new brand story from passive to active roles

StorySelling


Internal engagement and alignment is becoming mission critical for those tasked with driving significant shifts in strategy

through a wider team. Winning in the ‘internal marketplace’ to secure mind space and limited resources as well as strengthening partnerships underpin success before the external battle begins.

5

HOT ISSUE 2INTERNAL COMMUNICATIONS

JOHN THEURER CANCER CENTREEngaging Staff and the Cancer Community

Engaging staff around a bold vision and educating a nationwide audience about their world class faculty and patient-centered approach to cancer care was the challenge faced by JTCC.

We worked with leadership to develop a compelling story around delivering the “Next Generation” of care and produced a series of documentary films to bring the vision to life.

InsightBrand StrategyBrand StorytellingLaunch Documentary Films

WHAT WE DID / REAL WORLD STORY

HOT ISSUE 2REAL WORLD STORY

The obsession with digital continues and rightly so. But how to manage digital initiatives so they build brand

and fit with overall communication objectives? As the world changes so do our clients methods for managing brand stories that have gone LIVE.


What’s our planning model from one way to two way content management–Engage patients in their own care from feeling empty to feeling empowered–Help us build relationships with advocacy groups from isolated working to integrated care

Brand Story LIVE

MAKE BELIEVENew digital storytelling model

At the request of many of our clients we’ve developed a proprietary tool called the Story Tree model to help clients manage their brand and content strategy. In essence the brand story is the trunk that remains constant, campaigns are solid branches and content the seasonal fruit. A simple, yet practical tool for ensuring things grow in harmony whilst limiting ‘bad fruit’!

Insight mapStory ideas mapContent creationContent management

WHAT WE DID / DIGITAL STORYTELLING

“Content marketing is not about what

you sell.

It ’s about what you stand for.

”Joe Puluzzi

7

HOT ISSUE 3DIGITAL STORYTELLING

“S T O R I E S

A R E E Q U I P M E N T F O R L I V I N G

”

Kenneth Burke

Ever sat in a brainstorm surrounded by ideas but feeling

that something is missing? That the ideas feel off target or half baked? Increasingly we’re helping clients with ‘emotional innovation’ i.e. identifying the emotional angle/story that engages people as the start point for innovation (not just tagging this on to product innovation). This makes idea generation more efficient, exciting and on brand. Ideas are cheap, great stories are rare.


Help us accelerate adoption of innovation from wait and see to leaders of change– How do we incorporate innovation into planning from re-active to pro-active ideation– Create interactive tools that promote positive health choices from self hate to self love

Story-led Innovation

HOT ISSUE 4INNOVATION

WHAT WE DID / VOLARI COPD APPReady when you are

There are thousands of health apps available but what is helping the Volari COPD App to become one of the fastest growing in the markets is has launched so far in 2015? The ‘Ready when you are’ emotional storyline invites people to make positive health changes at their pace on their terms. No preaching, just on demand smart tools people love.

REAL WORLD STORY

Story craftingCopywriting Design briefAward winner

9


Millions spent on information, data and research yet genuine insight remains elusive for many. We’ve been helping

clients deploy innovative story–led insight techniques such as role analysis, empathy mapping and ethnographic journals to get deeper ‘under the skin’ of people - revealing true insight that creates true innovation.


Why do doctors say one thing and do anotherfrom formal research to informal insight– How do we motivate someone who is dying from selfish to selfless motivations– Help us translate research into meaningful stories for internal stakeholdersfrom insight team to storytellers

Malco lm Forbes

“ T H E B E S T V I S I O N I S I N S I G H T ”

[ Deeply Human Insight ]

I N S I G H T HOT ISSUE 5INSIGHT

BEXSERODramatizing Risk

Challenged to help launch the vaccine for the rare but potentially fatal condition Meningitis B (following an accelerated approval due to college outbreaks), we uncovered that physicians, parents and students were compelled to act if we emphasised the random (“it could be you”) vs rare nature of the disease (“it’s over there”). This helped drive rapid uptake in the targeted college market.

InsightBrand StrategyBrand StorytellingMessage ArchitectureInternal Launch Film & Comms

WHAT WE DID /

REAL WORLD STORY

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THANK YOU

Paul Wilson +44 7813 796499

[email protected]

Brent McCallum +1 862 579 7701

[email protected]

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Hot issue 2016 - Trending Engagement Challenges