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SPECS
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YouTube Partnership Journey
Agency Newbie Path
Journey Frameworks
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COPIED NOTES
How would you build and sustain a customer journey that engages the audience throughout the funnel?
5.1 JOURNEY DESIGN
Using the audience insights as our North Star, we’ll work together to design an end-to-end customer journey that meets each individual where they are and supports their needs throughout the process. We’ll start with the awareness that VITAS is the leading hospice provider, reinforce the reputation for the quality of service that VITAS delivers, and stay with them as they progress through the brand-bonding ladder.
We’ll start by documenting the current state and analyzing in-market program performance.
This will help us understand how the current touchpoints and channels come together for each individual involved in the referral process. We’ll use the insights from our audience research to identify opportunities to better serve each individual, working together to reimagine the customer journey to deliver the best content, through the best channels, at the best time to increase referrals. We’ll look at:
- Messaging – Do we think our main messages are resonating with each target audience?
- Content – Are we missing content, and is there opportunity to leverage existing content in new ways?
- Channels – Are we missing channels, or should we be using channels at different points in the journey?
- Timing – Are our messages reaching each target audience with the right frequency and timing?
This process is best handled as one team in a war room–style environment. We recommend focused, two-to-four-hour work sessions using a sprint-style approach to quickly get to the desired end-state journey.
The outcome of this phase will be a visual representation of how the marketing programs will come together to progress each individual through the brand-bonding ladder to increase referrals.
We’ll pair the customer journey map with a prioritized set of gaps and opportunities, an implementation road map, and a measurement plan to assess performance.
5.2 RIGHT TEAM, RIGHT TIME
From an efficiency standpoint, we’ve had success in shrinking the time it takes to build customer journeys by having the right people in the room at the right time.
Using the audience insights as our North Star, we’ll work together to design an end-to-end customer journey that meets each individual where they are and supports their needs throughout the process. We’ll start with the awareness that VITAS is the leading hospice provider, reinforce the reputation for the quality of service that VITAS delivers, and stay with them as they progress through the brand-bonding ladder.
Two-to-four-hour work sessions in a one-to-two-week sprint.
War room participants
Jeffrey Stewart, AVP, Digital Communications
Mary Sibert, AVP, Strategic Marketing
Jennifer O’Brien, National Brand Manager
Ron Sas, Creative Director
Mark Sickmiller, Digital Marketing Manager
Tom Phillips, Digital Marketing Manager
5.3 MAPPING TACTICS
As we collectively build the customer journey, we’ll look at mapping tactics back to the brand bonding ladder. As mentioned in 5.1 we’ll create a visual representation of your journey. Please see the following pages for a visual example of how these steps build:
auditing existing content
identifying opportunities and gaps
design the ideal journey
layer in channels
5.4 AUDIT EXISTING CONTENT
5.5 IDENTIFY GAPS & OPPORTUNITIES
5.6 DESIGN THE IDEAL JOURNEY
5.7 LAYER IN CHANNELS
5.8 PROGRAM ARCHITECTURE AND DEVELOPMENT
After designing the customer journey, we’ll develop and execute a staged rollout plan to get us to the desired end state, including:
Program Design
This detailed plan for implementing each recommended journey enhancement will include content strategy, creative deliverables, and data and systems requirements.
Creative Brief
Guide any creative development required for the new programs.
Measurement & Test Plan
- Assess the impact of the changes and lay the foundation for ongoing enhancements
- Implement custom dashboards to monitor performance