EXPORT
STORYTELLER
Export Storyteller
FernMark’s cornerstone collective marketing programme, Export Storyteller, is a membership benefit for Licensees. Its purpose is to help New Zealand export businesses build capability in marketing essentials, to enable compelling storytelling for international markets.
EXPORT STORYTELLER GOLD
GOLD is a curated, bespoke five module programme for teams of senior executives (three per company), and is tailored each year to a small cohort of non-competing businesses. Facilitated over four months by our team of agency experts, participants are selected from diverse sectors, and will all have a strong ambition to use Brand New Zealand as a central part of their export story.
GOLD is a co-funded programme held once a year for established exporters and requires commitment from decision-makers and senior marketers in the business.
THE PROGRAMME:
understanding your market
understanding your market
David Downs (New Zealand Story)
Connect to your customers through New Zealand’s values and the FernMark. Using research-based customer insights, understand your customer, their world, and what it means for your export story.
EXPLORING YOUR REFERENCE CONSUMER AND BRAND
EXPLORING YOUR REFERENCE CONSUMER AND BRAND
Mark Jenner (Jenner & Co)
Proven frameworks to define your consumer, capture your brand essence and decide on strategies and activations. The starting point to create rich stories and creative assets.
creating your brand world
creating your brand world
Mike O’Sullivan (Many Minds)
Using your market-led, insight-based brand narrative, we will help craft your brand manifesto, define your brand personality and develop stimulus materials for in-market focus groups.
CONNECTING WITH YOUR CONSUMERS
CONNECTING WITH YOUR CONSUMERS
Nathan Farmer and Lisa Errington (One Picture)
Elevate understanding of your audience by talking directly to your target international consumers via an in-market focus group. Gather contextual insights and pinpoint the most effective ‘story’ to tap into their needs and preferences to maximise the impact of your origin story.
leverage modern marketing
leverage modern marketing
Craig Osborne (Ghost Partners), and Izzie Guo (New Zealand Story)
How to create valuable and relevant content that boosts brand awareness and credibility. Review paid, owned, and earned media and how to use each most effectively to achieve goals, and measure ROI. Help build online communities and learn how to make your brand stand out on social media.
CRITERIA
The below criteria are required to be selected as one of the six GOLD companies:
A FernMark Licensee with a revenue of $2m or more
An established exporter
Have New Zealand as an integral part of your export marketing story
A desire to understand your end-user/consumer (important for both B2C and B2B companies)
Have CEO commitment, plus two senior team members leading marketing/brand/strategy
Commit to a 1.5 day in-person workshop in Auckland, plus three part-days online over four months