Case Study in Content Strategy

This is an expert from case study for a fictional brand, Shenshi that was looking to expand to the U.S. and reach aspiring middle-class young men between the ages of 18-25. This was for the Content Strategy for Professionals in Organizations Specialization from Northwestern University and Coursera.

The case study was required to earn the certificate in the verified specialization, Content Strategy for Professionals 1: Engaging Audiences for Your Organization.

Fictional persona of the target consumer:

Persona: Nathan, a recent graduate of University of Minnesota is living in the hip, urban district of Dinkytown in Minneapolis. He recently began working at a website quality-assurance company doing outbound sales which requires him to give presentations to high-level decision makers at local companies in the Twin Cities. Nathan aspires to be a regional sales manager for the larger central Minnesota region, so he knows his style needs to impress and give a strong, confident presence.  In his spare time, Nathan loves to join his friends for trendy music concerts, poetry readings, and cycling in the summer.

Explanation of the persona: Working hard at getting ahead in the beginning of his career, Nathan’s top priorities are impressing his potential clients and growing relationships with current ones. He understands that a first impression lasts forever, so his confidence must come through in his style during his sales presentations. However, with his very limited budget due to the high cost of living in Dinkytown, he doesn’t have a lot of extra income to allocate to high-end brands. He also needs his clothing to easily transition effortlessly from his work life, to his personal life of music, casual coffee-shop get-togethers, and even outdoor adventures.

Blog Post:

Context: Guest blog post on Shenshi’s blog by local Minneapolis Co-Founder of Orange, a restaurant food delivery startup launching a new product in the fall.

Title: 5 Tips to Making a Killer Impression at Your Next Meeting

We’ve all been there. You whacked your car door directly into a pole while rushing to get out, you learned a multitasking talent you never knew you had – eating, speaking on the phone, and looking up directions – all while driving, and you almost pushed an elderly woman to the floor because you could not risk one extra second catching that elevator. Oh, and it’s icy out so you slipped and fell – your ass is probably either wet with snow or turning white from the street salt.

Let me guess, the client wasn’t impressed when you stumbled into the meeting gasping for air like a first time 5k runner?

Yea, that’s not going to get you a closed deal.

See, think like the client. If you saw your potential vendor/business partner run into your office like someone being chased by a bear, you wouldn’t want them managing your precious resources like they manage their time, right? Now, let’s get started with five things to ensure this doesn’t happen again.

  • Be Confident: “Um, this quarter, we well, um…” Remove words like “um” and “uh” from your vocabulary. Clients are expecting you to breeze into the room like you’ve done this 100 times before. Meet their expectations by selecting your apparel the evening before while you’re doing a run-through on your presentation. Every little bit makes a huge difference.
  • Confirm: Always, always confirm the date, time, and location with your potential client 24 hours in advance of the meeting. Gives them a good heads up in case they need to make any last minute requests and gives you time to adapt. Plus, it shows you’re prepared and organized.
  • Plan: Minimize unknown factors by building extra time into your travel: preparation to depart from the office, finding the meeting room, a possible change in the location, and there’s always the Google/Apple Maps snafu. Build this time into your scheduled meetings.
  • Hydrate: This seems silly, but your hydration levels have a lot to do with not only your physical but also mental state. Being a cotton-mouthed, faint presenter is no fun for either party so – drink up.
  • Look Me in the Eye: Shake their hand. Repeat their name, “Great to meet you, Nancy”, and look them in the eye. End of story.

Remember, your potential clients are looking to you to be the expert. Meet their expectations and close the deal. You’re in the driver’s seat of the conversation, and keep your attention on what it’s going to take to make sure their project is a success. You’ll win every time.


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