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I'm a marketer and I love the business model canvas, I was wondering if anyone has great examples of how they have adapted it for marketing communication plans?
If there isn't any out there, would anyone be interested in collaborating in designing one? My initial thoughts are for slightly adapting the 9 building blocks into:
1: Customer Segments
Obviously this is a standard, but should also add into this section audience's when incorporating communications.
2: Value Propositions
These will be the key messages, emotional and rational appeals.
These will be the communication vehicles such as social media, web, print, TV and outdoor.
4: Customer Relationships
Key Actions, Think, Feel & Do (TFD): Although it is important to identify the current relationships with the target audience, but specifically what do we want them to TFD? How is this tied into the objectives?
5: Revenue Streams
This will be performance. This should include engagement, word-of-mouth, SEO improvement, visits and of course bottom line sales.
6: Key Resources
This is essentially the same as the original canvas, "Key resources are the assets required to offer and deliver the previously described elements".
7: Key Activities
Research, Objective Settings, Planning, Execution, Control & Monitoring, Evaluation.
8: Key Partnerships
This is essentially the same as the original canvas, "Some activities are outsourced and some resources are acquired outside the enterprise".
9: Cost Structure
Budget allocation to the different channels and creative work.
I have not...but I'd love to see this adapted, like you.
It's one of those things finding the time to create it but when I exhale a bit after my latest string of projects, I'm gonna revisit th is....