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Building a Message Platform

Step 1: Build the case

  • Identify the goals: what we are trying to achieve
  • Figure out the objectives: what we want to accomplish
  • Decide the back story: what has worked, where you are now, what do your employees and customers respond most to
  • Choose the motivating factor: get a glimpse into who you are and how to carry out your value proposition
  • Think about your audience: who are you creating it for

Step 2: Build the theme

  • Capture your voice
  • Understand your team
  • Look at all your materials
  •  Recognize your pain points

Step 3: Build the platform

  • Bring together all the content you have gathered
  • Execute the background planning
  • Put together a hierarchy of messaging points
  • Ensure all pieces align with your company

Shaping the Narrative

Only you can shape the story of your company. Consultants, like myself, are hired by organizations to help them direct their thinking and carry out projects that support a theme, a campaign, or an initiative. But my work doesn't go anywhere unless the narrative is clear. That's something an organization needs to have, first and foremost. What are we doing, what's the background, and what's the narrative? From there, we can go in any number of directions. But it starts with organizations knowing who they are.

Growing Your Community

No matter what organization you run, you have to look at your customers as a community. That's what folks are looking for. They want to know you understand them, they want to feel empowered by their support of you, and they want to feel good about investing in your organization. Your donors, your customers, your clients, your evangelists - it's all about building a community. Even in our digitized world, people are looking for connection at all times. Once you know this, you need to start treating them like they live in your community, like they live right down the block from you. How are you talking to them? How are you meeting them? And how are you supporting them?

5 Things That Make Your Event Pop


Video – Video is a great way to showcase your story. You can do this through personal interviews as well as photo montages. It breaks up the event and gives your guests room to breathe

Performance – Bring in performers to open and close the event. Make it fun, make it lively give it purpose. 

Your hosts – Your emcees aren’t just there to move the night along. They are vital to what people see and hear. Do they have hidden talents? Do they want to do something more off-the-cuff? Whatever it is, listen to them and think of ways to involve them

Music – Do more with your music than just standard walk-in music. Showcase a decade spanning mix of music. Bring in music people aren’t used to. Connect with a DJ and get him to do more than just play the hits.

Invites – Your invite is a chance to showcase your event from the very beginning. If you’re a business school doing an event, how can your invite be just as intelligent as your school? Maybe make a maze, maybe make it a question and answer, make the recipient have fun with your invite. Whatever it is, make it personal and make it feel like you


Think outside your lens, when it comes to entertainment. What feels right for the venue? What feels right for the theme of the night? I did an event for a hospital gala and the theme was “Answering the Call.” I found a band that was comprised of veterans from our armed forces. To me, this made perfect sense. Who better to answer the call than our soldiers? Plus, they could sing and play instruments. The client loved this idea.  That’s an example of thinking deeper about entertainment and letting it jive with the theme. This is how you make people stand out.

There are so many entertainment acts you can choose from. Dancers, wall walkers, people on stilts. These are all amazing artists, but do they fit your event? If you’re doing a casino event, and you want glitz and spectacle, then sure, throw in everything and the kitchen sink. But don’t bring a dancer on if It doesn’t make sense. Everything needs a purpose.