Drafting a Story Framework Access Behavior Analysis
To remove any uncertainty felt by prospects, customers, and employees, Access Behavior Analysis (ABA) asked us to create a clear, consistent business story to guide all current and future marketing materials. In the end, we created a comprehensive Content Style Guide that outlined a structure for their story and identified key messaging on what makes ABA unique, what they offer, who they serve, and how they differ from the competition.
“Joe took the time to thoroughly learn about the company and then presented our vision and services in clear, concise language.”
Pointing Content in the Right Direction
After conducting a 10-question survey with staff, leadership and clients, in which we explored the answers to such questions as — What do you sell? What is your goal in providing those services? Where do people go when they don’t choose you? Why do you do this in the first place? — we consolidated the responses into a multi-page Content Style Guide to provide internal direction on all external marketing messaging.
Putting the Words Into Action
The Content Style Guide then acted as a reference guide when Access Behavior Analysis launched their new website in 2017 with non-profit-focused web vendor they had previously contracted. The language can still be found across several pages on their website.
