Four pillars of successful communication
Berlin 19th -22th of April 2022
The team of the Unicorn project got together in Berlin for a 4-day training to learn about the key principles of successful communication, i.e. audience design, storytelling, marketing, distribution, audience building and how it relates to creating impact. Participants acquired very practical skills e.g. how to conduct a target profile interview or how to work with influencers. The participants were the key members and relevant staff of the project partners' organizations.
Day 1 - Audience Design - Participants learned why to start with the audience and define their specific target audiences and stakeholders. They got actionable experiences on how to get from an abstract target audience to a target profile of one real person and how to get, prepare, conduct and follow up target profile interviews. They will know how to use the insights and implications of target profiles on their communication, products or services.
Day 2 - Storytelling & Marketing - Based on the learnings about audience design participants learned how to address them effectively, communicate brain-friendly and get to know the specific steps to create a powerful story. They got actionable tools and frameworks on how to spark interest, create resonance and make their messages stick. They learned how to “invent” and “adapt” their uniqueness and how to create a comprehensive communication and consistent brand image.
Day 3 - Distribution The best story, however, does not create impact alone. As a next step participants learned how to improve distribution and what channels and formats they need to reach their audiences. They got actionable tools and frameworks on how to get, keep and grow their audiences. Also, they acquired practical knowledge on how to use social media, influencers and other distribution channels.
Day 4 - Audience building & Impact The last part of the training was built on the previous learnings and gave them perspective and focus. Participants learned why they only need to focus on building 1000 “true fans”. They got actionable tools on how to apply growth hacking principles and integrate iterative improvement strategies in order to create more impact.
