BLUE SAIL MARKETING TOOLKT EAST NORFOLK
JANUARY 2011
3 STYLE GUIDE WORKBOOK
WORKBOOK
This workbook is designed to help small businesses apply the principles and approach set out in the Style Guide (Section 2). It takes you
through a series of questions to help audit your current marketing activity and identify ways you could align it time and cost effectively with the
Style Guide approach.
Markets
Your answers...
Which of the four market groups for East Norfolk are you targeting?
Words and descriptions
Your answers...
Thinking about the way you currently talk (words and descriptions)
about East Norfolk in your marketing....how well does it fit with the
approach in the Style Guide
Very Well
Quite Well
In Parts
Not at all
Identify any specific areas where the fit is very good so you can build
on these and identify areas where the fit is weak and you need to do
further work.
1
BLUE SAIL MARKETING TOOLKT EAST NORFOLK
Pictures, colours and style
JANUARY 2011
Your answers...
Thinking about the way you currently present things visually (pictures,
colours, style) in your marketing material ....how well does it fit with the
approach in the Style Guide
Very Well
Quite Well
In Parts
Not at all
Identify any specific areas where the fit is very good so you can build
on these and identify areas where the fit is weak and you need to do
further work.
Changes you are going to make
Your answers...
What changes are you going to make to your marketing which would
ensure it has a better fit with this approach (e.g. descriptions of the
area or of your business, the pictures, layouts, colours etc that you
use)
2
BLUE SAIL MARKETING TOOLKT EAST NORFOLK
JANUARY 2011
Tone of voice
Your answers...
Write down the elements of tone of voice from the following list which
would be most appropriate for your target markets
Your answers...
Conversational and friendly
Clear and direct as if talking to a real person
Warm and approachable
Welcoming
Positive and confident
Conveys knowledge and insight but avoids being over-clever
Uses gentle humour - but carefully
Traditional and straight without being stuffy
Avoids being over-familiar
Reassuring
Inviting interaction and questions
Relaxed
Key messages
Your answers...
Write down the most relevant key messages for your business from
the following list:
How holidays used to be
Easy and stress-free
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BLUE SAIL MARKETING TOOLKT EAST NORFOLK
JANUARY 2011
Safe and peaceful
Rediscovery
Creating memories
Base to explore Norfolk
Key attributes
Your answers...
Write down the most relevant key attributes for your business from the
following list
Big skies
Big sandy beaches which are great for families building sandcastles on
the beach
Bustling towns on market days
A place for active families – on the beach, cycling into a town, walking
A place for active older couples on a walk that showcases attractive
countryside, visiting an attraction, sitting in a pub garden etc.
Events and festivals
Detailed and evocative images e.g. crab pots, sculptures, waves,
driftwood, doors etc
Birds and wildlife.
4
BLUE SAIL MARKETING TOOLKT EAST NORFOLK
JANUARY 2011
Writing copy
Your answers...
Try writing some copy for your target market group(s) for print or web
or emails
1……………
2…………
3……………..
Using the Shared Story™
Your answers...
When you talk about the area in my marketing could you use the
Shared Story™ as it stand? If not, write down how you would tweak it
to fit your business
5
BLUE SAIL MARKETING TOOLKT EAST NORFOLK
JANUARY 2011
Using typefaces
Your answers...
Identify where you could use Myriad or Arial typefaces
Tick those that apply
Brochures
Website
Emails
Adverts
Other…......................................
Using colour
Your answers...
Looking at the colour palettes, choose the colours which would work
best for your business and target markets. Choose between 2 and 5.
Using pictures
Your answers...
Thinking about the pictures you have already got, list those that fit with
the Style Guide. Then think about what type of pictures you could do
with getting more of and list the subjects.
Pictures I have
1……………
2…………
3……………..
4............
Pictures I need
1……………
2…………
3……………..
4.............
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BLUE SAIL MARKETING TOOLKT EAST NORFOLK
Ideas
JANUARY 2011
Your answers...
Thinking about the Style Guide jot down some of the ideas it has given
you for marketing your business.
7