authentic marketing via transmedia storytelling

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The OzComm Process

Authentic Marketing via Transmedia Storytelling

Delivers Results

Φ CONFIDENTIAL MATERIAL Φ All Rights Reserved – OzComm, LLC

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TRANSMEDIA STORYTELLING

“No, no! The adventures first, explanations take such a dreadful time.”-- Lewis Carroll


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What is Transmedia Marketing Storytelling

• Telling a story across multiple platforms

• Blending the physical and digital worlds

• Driving user-generated content– Encourages engagement

• Leads to a clearly defined call-to-action


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Transmedia / Multi-Channel• Pull Marketing NOT Push Marketing– Consumers embrace it – Adds a perceived value to consumer– Provides content consumers want to

share– Encourages word-of-mouth marketing

• Differs from Multi-Channel Marketing– Shares elements of a story in various

media– Allows consumers to enter the

“narrative”Φ CONFIDENTIAL MATERIAL Φ All Rights Reserved – OzComm, LLC

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What is the story you want to tell?


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Establish the Strategy• Define the objectives and goals• Select key performance indicators

(KPIs) – Lead indicators; NOT lag indicators

• Identify the audience• Select the mediums to engage


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Design the Narrative• What

perspective of the narrative will be shared?

• What will the user experience?

• How will the narrative flow across media?


05/02/2023 8Φ CONFIDENTIAL MATERIAL Φ All Rights Reserved – OzComm, LLC

Rinse and Repeat• Measure the results of the campaign

on an ongoing basis. – Less than 25% of businesses effectively

measure marketing ROI*

*“15 Mind-Blowing Stats About Marketing ROI”, CMO.com, Jan 2015

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Marketing OptionsTraditional Firm/Agency• Completely dependent• High maintenance

cost– Larger retainer fees

• Underutilized resources

In-house• Completely

independent• High overhead costs

– Payroll / Benefits• Limited capacity of

resources


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Why OzComm Marketing

Developed as a Marketing Practice• An Interdependent

Marketing Model• Fractional CMOs• A Network of

Creative Developers• Maximized

Resources


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About OzComm MarketingThe OzComm philosophy of marketing was founded back in the mid 1960s during the growing popularity of the Osmond Family. George Osmond, patriarch, raised his 8 sons and daughter to always be authentic in an ever-changing music industry.

Early in his family’s success, George realized the pressure to accommodate marketing and publicity needs. Therefore, he encouraged his children to always stay true to themselves; and avoid requests that may compromise one’s convictions, even at the expense for momentary recognition.

He believed it was more important to be real, personable – authentic – than it was to be famous. Interestingly, it was this very attribute that significantly contributed to the lasting celebrity of the Osmond Family.

Established by a second generation Osmond, OzComm exists to help brands navigate the need for marketing while maintaining authenticity of its clients’ message. Authentic marketing via Transmedia Storytelling delivers results.


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About Don OsmondDon Osmond, known as the ‘Donfather’ of authentic marketing and communications, has a track record of helping companies avoid the unforgiving creative overspend trap for more than 10 years. His approach to marketing strategy has saved his clients millions of dollars in potential marketing disasters, and (more importantly) garner extremely favorable results. His perspective on effective marketing stems from a lifetime enveloped by media.

In 2009, he founded OzComm Marketing, which works to assist brands develop sound authentic marketing strategies and has developed a proprietary a cost / benefit analysis used by venture capitalists, board members, CEOs and presidents of companies as a frontline decision-making tool.

Don is a member of The American Enterprise Institute, The Internet Marketing Association, and sits on the advisory board of a variety of venture-back startups. He and Jessi (his wife) reside in central Texas with their two sons.
