A Process-Centered Approach to Marketing
In this course, we'll talk about the process and workflows of telling your story in the marketplace. We'll begin to take the goals and budget that we've set and flesh out the pieces of information that we want to share. In this course, we'll not only begin to identify the channels where your brand story unfolds, we'll start to talk about how that story is framed by focusing on your customer. We'll introduce a concept called 'The Hero's Journey' which is used in countless movies, stories, and advertising campaigns. Before you begin, you can actually check out some great inspirational examples of Hero Journey marketing such as Coke's commercial that was made entirely from user-generated content, the University of Phoenix ad that shares the relatable story of a working mother, or Caterpillar's video focused on 'Let's Do the Work'. In each of these stories, the brand tells their story from the perspective of their target audience. For small businesses who are accustomed to always feeling pressure to push push push their messages and promote their products or services, this is a major mind shift.