First step... spend five minutes on each of the creative strategy elements: 20mins
1) Mission: Social networking revolving around the afterlife where you connect only with the people who were closest to you. Virtual life for infinity. Also, provide a forum for people to share memories of loved ones they miss. Make people more comfortable with discussing death. Also support, resources, and news information aggregated into one site. Catch phrase: Embrace life. Acknowledge death.
2) Offering: We're offering people continued connections with loved ones in the afterlife and a way for people still alive to feel connected with loved ones who have passed. Also, a way to inform people about health issues and the issues associated with death: i.e. wills, hospice, health care, funeral planning process.
3) Audience: People who are getting their affairs in order for death... and people who want to share stories and see what their VIP's are up to.
4) Competitive Landscape: Fear of talking about death could be biggest challange. As far as Web competitors: best example is unendinglegacy.com. It's basically a site where you upload a memorial wall for a departed loved one. No social networking capability. One year $48. Forever $89.99
5) Branding:
Commercials - light, tongue in cheek
Not too serious... but respectful
Embrace Life
Live forever
"My Life" name tage: It doesn't have to end.
Virtual Tombstone...
Rep: communicating difficult issue - death
Spend an hour on Audience... record everything!!!
get yourself down to a primary audience, secondary audience and cloud of people around it. Use behaviours. what's their motivation. Why do they need you at all. What are their hang-ups, their attributes. Sort out who they are. The better you sort that out the better you can detail your offering.
Other ideas:
Vip experiences can be used to inform others. I can go on and find out what a person dying of cancer experienced for advice and find out how
NAMES:
keeplife.com
eternito.com
eternalog.com
vip
Class presentation:
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