experience map - brand journey
TRANSCRIPT
Web
doing
Prospect
feeling
thinking
web data
Ongoing, non-linear
Non-linear, but time based
FOCUS Experience Map - A Journey with the BrandGuiding Principles
No Brand KnowledgeFirst Time Donor Baby Boomer
ParentAnnual Income
Empty NestBulls Eye
Social Savvy Purchase BehaviorInternet Usage
Communication PreferencesMonthly Pledger
Partner/StakeholderAdvocate Generation X, Y, Z
Online Conversion Journey
Giving History Demographics Online Persona
Ok, I’m Interested. Ok, I understand. Ok, You Got Me Hooked. Success, I Feel Good! I’m Done.
What non-profits are out there?How does my donation actually help?
What makes FOCUS different?How can FOCUS Help me?
How much should I give?How can I do this quickly?
Are their any incentives for me?Where does my money go?
What happens next?Is it quick to share? Do I get anything?
Based on AdaptivePath Modeling of Cross-Channel Experience. Adaptivepath.com, 2011 Masterworks Digital Marketing, 12/2013 | V1
I just donated, don’t bug me.Remind me later.
People choose FOCUS because it is a trusted & compassionate guide.
People interact with the brand, to get objective help, to help others, stay dedicated to their faith.
People give$ consistently all year long, a few spikes in Dec & Jan.
People value innovation, creativity, trust/transparency, a personal touch.
Get Motivated Visit Website Conversion (download, share, view, donate, sign-up)Action Thank You Confirmation Post ConversionComplete or Bail
PromoLanding
Research, Testimoninals, Friends, Event PR, Program Promo
Do some channels drive more traffic? Can I track return visits?What content do they see just prior to converting?What paths/touchpoints lead up to the conversion?
When do people abandon the form? Is the form optimized?Is there a default donation, does that influence amount?
How long does it take to complete the form?
Where do they go after donating?How many interactions prior?
How can I remarket to these people?
How will we know if this person comes back?
Click on a Buttonor CTA Link
Store orCategory
Onsite Search
PromoLanding
Resourceof the Month
Video View Subscribe Donate
One Timevs. Monthly
Pay/BillingInformation
PrintableForm
ShareDonation
ExploreSite
TransactionalTriggered Email
Move to Advocacy Funnel
Follow-up Direct Mail
WebDisplayAd/Video
Paid &Organic Search
Online PRNews Article
Blogs &Charity Sites
Social Media
Offline Traditional
Media
focusonthefamily.com
Alerts &Updates
On the Go
Talk withFriends
MarketingEmail Blast
EmailCommunication
LocalEvent
TV
OOH
About
ResourceCategory
Broadcast
GetHelp
Donate
FeaturedWebsites
Web
About
ResourceCategory
Broadcast
GetHelp
FeaturedWebsites
content
web/apps
Monthly UpsellRepeat Visitor
stjude.org
Link back toWebsite
to learn more
Monthly Appeals
Welcome Stream Email(mobile opt-in)
Request refund
Share Donation on Social Email Welcome Stream
Move to Advocacy or Peer2Peer
messagingsegments