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MESSAGING
Messaging
The Connected messaging should always be succinct and relatable. Each messaging comes with a short elaboration statement.
The messaging is split into 3 main categories (with the brand voice applied throughout):
1. Core brand message
2. Product message
3. Partners message
CORE BRAND MESSAGE
1
We believe that every relationship is different and can benefit from deeper understanding.
When we understand each other, we can bring out the best in one another.
This applies to the overall core philosophy of Connected.
PRODUCT MESSAGE
2
Customised insights for your unique journey with each child
After answering a set of questions about how you perceive your child and yourself, Connected will generate a customised Digital Playbook with personality-driven insights that are tailored to your unique relationship.
This targets product related collaterals
(digital playbook, toolkits, etc)
PARTNERS MESSAGE
3
A discovery- based approach to equip parents upstream.
By delivering customised daily nuggets of content, we aim to empower parents to navigate their unique relationships with each child, reducing the incidence of downstream issues.
This targets product related collaterals (pitch decks, etc)
Sub-messaging
Sub-messages for product and partners can be utilized as additional content. Each sub-message consists of a headline and a short elaboration for easy reading.
PRODUCT SUB-MESSAGES
1. #knowtogrow:
Curated tips and strategies that you can take into the real world
Discover you and your child's strengths and stretch areas, along with practical suggestions that can help you to identify natural pathways and avoid landmines on your relationship journey.
2. Designed with time-strapped parents in mind
Receive customised nuggets of content each day via notifications or email. Search through topics when you're looking for something specific. Discover more about your child and yourself even in the midst of everyday busyness.
PARTNERS SUB-MESSAGES
1. Impactful Innovation:
Designed to scale
Our digital platform can be accessed via app or web browser. Our content and delivery features have been designed with time-strapped parents in mind, allowing us to engage parents who maybe too busy for workshops and programmes.
2. Equipping parents with a common language to share experiences
Our customised content is easily shared between parents, and also within communities. We enable parents to better express what they see, facilitating closer bonds within parenting village around each child.
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