Drafting a Story Framework Access Behavior Analysis

Access Behavior Analysis
PROJECT INFORMATION
SERVICES
DATE
March 15, 2016

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.”
—Janine Shapiro, Clinical Director at Access Behavior Analysis

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.

Content Marketing Strategy - Access Behavior Analysis - Style Guide - Page 1

Content Marketing Strategy - Access Behavior Analysis - Style Guide - Page 2

Content Marketing Strategy - Access Behavior Analysis - Style Guide - Page 3

Content Marketing Strategy - Access Behavior Analysis - Style Guide - Page 4

Content Marketing Strategy - Access Behavior Analysis - Style Guide - Page 5

 

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.

Content Marketing Strategy - Access Behavior Analysis - Website

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