2005 messaging architecture - 4.05
- 2. 2 PURPOSE The purpose of this document is to provide understanding of the EarthLink brand messaging architecture and guidance for implementation. This document will: • Provide an overview of the EarthLink brand • Set stage for emerging products: - Voice Services - Other communication products • Provide messaging framework for core products: - High Speed access - Dial-up access - Wireless • Provide guidance for creative direction and tone
- 3. 3 MESSAGING TOOLS 2005 Messaging Architecture • Strategic Guide & Reference • Long Living • Updated annually Feature Messaging Documents • Provide benefit-driven info on features • Required legal • Sample copy • Versioned and updated as launches occur. Marketing Messaging Updates • Timely updates related to core products. • Provided as needed. Feature/Product Launch Calendar • Focus on benefit- driven features throughout year. • Fed from consumer insight and product roadmap.
- 4. 4 TABLE OF CONTENTS Section Page Positioning Evolution 5 Brand Goals 7 Brand Elements 8 Messaging Architecture 11 Brand Personality 21 Summary 24
- 5. 5 Positioning Evolution Positioning: Solutions for an impatient world Key driver: Removing the hassles of the internet Positioning: EL advocates on your behalf in the online world Key driver: Protecting the privacy of consumers on the internet
- 6. 6 Positioning Evolution Positioning: EL is looking out for you on the internet Key driver: Thousands of EL employees working hard to keep you safe online Positioning: Connecting on your own terms Key driver: Empowered to customize your internet experience & connect to what’s important to you
- 7. 7 EARTHLINK BRAND GOALS Long Term Command affinity and loyalty Become a love mark Use that foundation to support future ELNK endeavors Command thought leadership Own whatever’s next Short Term Get people to have an opinion about ELNK Build a trusted brand Build a differentiating and own-able position Create momentum and buzz Create an association between ELNK and High Speed
- 8. 8 BRAND ELEMENTS: THE CONNECTION PEOPLE LOOKING OUT FOR YOU Safely connecting people to a rich internet experience Emotional BenefitRational Benefit Peace of mind and Confidently secure
- 9. 9 BRAND ELEMENTS: THE CONNECTION PEOPLE LOOKING OUT FOR YOU • This is the destination we want to carve out in the mind of the customer • It’s what we stand for • Everything we do should reinforce this idea
- 10. 10 BRAND ELEMENTS: THE PERSONALITY Core EarthLink personality attributes: Scrappy – The underdog: feisty, fun, irreverent and honest. Innovative – Focused on what’s next, ahead of the category, break convention. Brilliant – Knowledgeable, smart, internet expert (but never arrogant). Helpful – Customer-focused, proactive about new products and services. Independent – Nimble, focused, not a corporate conglomerate. Trusted Friend – Personal, supportive, caring and charming. Concerned about and respectful of your privacy.
- 11. 11 MESSAGING ARCHITECTURE The messaging architecture will create value by guiding consistent application of the EarthLink master brand. It provides: – Messaging structure – Information organization – High level prioritization – Benefits and features
- 12. 12 MESSAGING ARCHITECTURE – BUILDING BLOCKS Preference Differentiation Cost of Entry • Required services & features. • The things you must have. • Crucial emotional benefits • Significant points of leverage • Propel to leadership • Motivating functional benefits • The things that begin to set you apart … Feeling safe and confidently secure. The peace of mind to connect to what’s important. … Protection from online scams, viruses, spyware and spam. … reliable connection, access numbers, customer support.
- 13. 13 MESSAGING ARCHITECTURE - DEFINED Brand Promise The single most unique and motivating point to communicate externally Creative Idea The literal interpretation Core Principles The defining aspects of the brand promise Emotional Benefit The resulting feeling Functional Benefit The practical implication
- 14. 14 MESSAGING ARCHITECTURE - EARTHLINK Brand Promise Creative Idea Core Principles Protection Performance Innovation Emotional Benefit Safe, cared for, and confidently secure. Excitement, aspiration and connection to what is important Ahead of the curve and in the know Functional Benefit Powerful protection tools for a safe Internet experience. A fast, quality connection, award-winning support, and the tools you need to have a rich Internet experience. Access to the latest advancements. People Looking Out for You We Revolve Around You
- 15. 15 When messaging our brand we want to convey that; • We are hard-working people that are looking out for you. • We keep you safe and protected from online annoyances and dangers with tools to fight scams, spyware, spam, pop- ups and more. • We offer fast, high quality internet access and communication products and award winning support for the best possible internet experience. • We strive to stay on the cutting edge by developing the most innovative and powerful tools and services. MESSAGING ARCHITECTURE - EARTHLINK
- 16. 16 HOW OUR PRODUCTS FIT Every product will draw from and be supported by this positioning. People Looking Out for You We Revolve Around You High Speed Dial-Up Wireless & Voice Benefit-driven features
- 17. 17 PRODUCT - HIGH SPEED ACCESS Brand Promise Creative Idea Core Principles Protection Performance Emotional Benefit Safe and confidently secure. ScamBlocker Spyware Blocker Virus Blocker spamBlocker Security Products Home Networking Free Online Calling Signoff/Support Messaging Dial-Up Access (20 hrs/mo) Free Primary Features Added Services Offer J.D. Power and Associates People Looking Out for You We Revolve Around You Excitement, aspiration and connection to what is important Up to 70x faster than dial-up 24/7 Customer Support
- 18. 18 PRODUCT – DIAL-UP ACCESS Brand Promise Creative Idea Core Principles Protection Performance Emotional Benefit ScamBlocker Spyware Blocker Virus Blocker spamBlocker Added Services Security Products Internet Call Waiting Signoff/Support Messaging Free Primary Features Offer J.D. Power and Associates People Looking Out for You We Revolve Around You Safe and confidently secure. Excitement, aspiration and connection to what is important Up to 5X faster with EarthLink Accelerator 24/7 Customer Support
- 19. 19 PRODUCT – WIRELESS: BLACKBERRY 7250 Brand Promise Creative Idea Core Principles Protection Performance Emotional Benefit spamBlocker Wireless Email Virus Blocker Phone/SMS Bluetooth Enabled Large Vibrant Screen Personal Organizer Web Access Free Primary Features People Looking Out for You We Revolve Around You Safe and confidently secure. Excitement, aspiration and connection to what is important 24/7 Customer Support Signoff/Support Messaging Offer
- 20. 20 PRODUCT – WIRELESS: Treo 650 Brand Promise Creative Idea Core Principles Protection Performance Emotional Benefit spamBlocker Virus Blocker smartphone Wireless Email Bluetooth Enabled Web Access Personal Organizer Digital Camera/Video Mac Compatible QWERTY Keyboard Added Features MP3 Player Free Primary Features Vibrant touch screen color display People Looking Out for You We Revolve Around You Safe and confidently secure. Excitement, aspiration and connection to what is important 24/7 Customer Support Signoff/Support Messaging Offer
- 21. 21 BRAND PERSONALITY – BROUGHT TO LIFE 1. We’re smart, dedicated people looking out for you online. We Revolve Around You Brilliant Trusted Friend We need to let customers know that we’re internet experts and understand what’s important to them. • Reinforce the idea that EarthLink has thousands of experts working hard to make the internet better everyday. • Our language should be clear, easy to understand and benefit-driven. – Put yourself in the shoes of the customer. – Express what’s important to the customer, not to us. – Focus messaging on the “benefits” something offers the customer, instead of a bulleted list of features. • We Revolve Around You is a promise, an approach to our business - not just an advertising tagline.
- 22. 22 BRAND PERSONALITY – BROUGHT TO LIFE 2. We’re a living breathing organization with personality. We Revolve Around You Scrappy Independent We need to show our humanity. • Associate our products with the humanity behind them: – Consider featuring real employees. – Express humanity in tone and design. • Speak in the first person ("we") - EarthLink should feel more like a family, less like a corporation. • Avoid canned stock photography, unnaturally beautiful models, overused category language - things that feel like blatant advertising. • Be engaging.
- 23. 23 BRAND PERSONALITY – BROUGHT TO LIFE 3. We’re passionate about finding ways to make the internet better. We Revolve Around You Innovative Helpful We are focused on developing new products that meet the needs of our customers. • Highlight new or enhanced products and features as they launched • Explain how these new products and features are innovative and improve a customers internet experience. • Let customers know that we are working hard to develop new tools to make the internet better.
- 24. 24 SUMMARY If we successfully apply these guidelines, we will: Sponsors hip/ Events www/Portal Direct Marketing Customer Support Public Relations Retail Advertising People Looking Out for You • Speak with one voice • Create a meaningful, relevant brand • Achieve a consistent consumer experience across diverse mediums