www.ENACTagency.com    

Strategy  and  Execu-on  

For  an  ENACTed  World  

the  Need  

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Espoused  

ENACTed  

History  will  divide  companies  into  two  camps;  those  who  ENACT  their  brand  promise,  and  those  who  simply  espouse  it.    

Espoused  brands  communicate  messages  at  consumers,  hoping  they  will  pick  up  on  the  brand  promise  through  sheer  force  of  volume.    

ENACTed  brands  add  value  to  people’s  lives,  treat  them  as  parEcipants  and  engage  them  in  ongoing  experiences  that  people  –  in  parEcular  Influencers  -­‐then  want  to  talk  about  and  evangelize.  

ENACTed  brands  listen  beLer,  think  harder  and  act  smarter  then  their  espoused  brethren.  In  turn,  ENACTed  brands  enter  popular  currency,  become  the  stuff  of  YouTube,  Facebook  and  MarkeEng  Conference  legend,  and  –  yes,  you  guessed  it  –  live  longer,  happier  lives.    

www.ENACTagency.com    

the  Difference  

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Communicate  VALUE   Add  VALUE  

Consist  of  MESSAGES   Develop  EXPERIENCES  

Talk  AT   Dialogue  WITH  

Target  the  MASS   Empower  INFLUENCERS  

Talk  about  CONSUMERS   Encourage  PARTICIPANTS  

Espoused   ENACTed  

the  Services  

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Strategy   ExecuEon  

ENACT  Strategy  

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ENACTed  MarkeEng  Workshops  •  Integrated  Program  ConstrucEon  •  ENACTed  Listening  •  ENACTed  Brainstorming  

ENACTed  Brand  PosiEoning  •  Brand  Essence  •  Core  Brand  Story  Development  

Influencer  Strategy  and  SegmentaEon  New  Business  Pitch  Story  Development  

www.ENACTagency.com    

ENACT  Strategy  Clients  

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Brands   Agencies  Media  

ENACT  Execu-on  

ENACTed  programs  –  WOM,  Social  Media,  Digital,  ExperienEal  –  Influencer  idenEficaEon  – Program  construcEon    – Program  execuEon  

– ReporEng  and  metrics  

www.ENACTagency.com    

Execu-on  Construct  

Involve   Invite  Insert  Influencer   Guerrilla   Experien-al  

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www.ENACTagency.com    

Involve  Influencers  and  their  friends  in  immersive,  ongoing  branded  

experiences  that  add    unique  value  to  their  lives  

Invite  Influencers  and  their  

friends  to  places  where  they  can  engage  with  the  brand  and  associated  

experiences  

Insert  the  brand  surprisingly,  but  relevantly  into  the  

places  where  Influencers  live,  work  and  play  at  the  right  Emes  and  contexts  

Execu-on  Construct  

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www.ENACTagency.com    

ENACT  Execu-on  Clients  

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www.ENACTagency.com    

ACE  Measurement  

What   Ac-ons   Conversa-ons   Effect  

AcEon   Measure   Plot   Measure  

Example  Metrics  

Impressions  Uniques  Engagements  Click-­‐thru’s  ALendees  Downloads  

Social  Media  Press  Buzz  

Awareness  Net  Promoter  Score  Image  Preference  Purchase  intent  Share  of  consumpEon  

How   Proprietary  technology  Third  party  ad  serving  plaeorms  

Facebook  PR  Monitoring  Buzzmetrics  

U&A  studies  NPS  Consumer  Interviews  

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www.ENACTagency.com    

Strategy  and  Execu-on  

For  an  ENACTed  World  

Contact  Julian  Aldridge  +1  415  572  5533          Julian@ENACTagency.com