Brand Discovery - Dan Tripp

ELIMINATE LEGISLATIVE THREATS.

brand summary report

April 1, 2020

RESULTS-DRIVEN MARKETING BEAUTIFULLY DESIGNED

CONTENTS

Purpose

3

Anchor Statement

4

Unique Branding Proposition

6

“So…what do you do?”

9

Signature Story - Dan Tripp

11

Customer Journey

14

AA Vision, Mission, and Why

15

Brand Tone and Temperament

16

New Business Name and Tagline

18

Launching The New AA Brand

19

Overcoming Challenges In Establishing The AA Brand

21

A Final Note About Your Brand Discovery Process

22

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purpose

THE ADVOCACY ARCHITECTS BRAND SUMMARY REPORT

The purpose of the Zine Brand Discovery is to bring clarity and focus to the one thing that sets you apart in your market, and learn how to express it in a way that is unique to you. Business owners and entrepreneurs are visionary by nature. They can have hundreds of ideas (and expression of those ideas) that make perfect sense to them, but are confusing or overwhelming to their market, and even to their own employees. Or, they are so entangled in the day-to-day operations that they are unable to see themselves clearly and objectively. This report summarizes what we identified as your strongest Unique Selling Proposition (USP) through our interview process and discussions with you. Your uniqueness is already inside of you. This process just brings it out and makes it more clear. Within this report, you will see how we’ve rebuilt your brand message to bring greater focus to your USP, removing confusing or competing messages and other distractions. The copy in this report may be used as needed to create new marketing pieces or updated existing pieces. The Brand Discovery may require changes be made to other parts of your marketing such as your visual branding, your website, your sales process, and any other elements that affect how people perceive you.

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anchor statement

ANCHOR STATEMENT

This is the go-to description of who you are and what you do. Sometimes referred to as your elevator pitch.

The three elements of your anchor statement are as follows: 1 - What does AA do for their clients?

We help public affairs professionals in Washington, D.C. and state capitols around the country eliminate legislative threats by designing and launching full-scale legislative advocacy campaigns in 48-72 hours. Guaranteed. 2 - What end result does AA provide for their clients? Advocacy Architects works closely with their clients to win legislative fights and expand their advocacy influence at state capitols. We do this by accurately identifying the threats, determining potential advocacy solutions, and building a list of key policy makers who need targeted advocacy. Our advocacy campaign proposals provide clear, tactical solutions with transparent budgets so our clients know exactly what to expect. Once the solutions are identified and agreed upon, a full-scale, targeted advocacy campaign is launched within 48-72 hours. Guaranteed! 3 - What qualities does AA bring to the table? SPEED - Legislative and regulatory threats to businesses and trade associations can appear without warning. Rapid response to these threats is required. Working closely with our clients, we design and launch full-scale advocacy campaigns within 48-72 hours. Guaranteed!

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anchor statement

EXPERIENCE - After serving 12 years as a member of the South Carolina House of Representatives, Dan Tripp traveled the country working as an advocacy strategist on legislative and political projects in 43 states. Because of his role as a state legislator and his political experience, Dan intuitively understands how to impact decision-makers in the legislative process. PROVEN PROCESS - We believe threats to our clients should be handled strategically, decisively and quickly. Before any resources are deployed, we lead clients through a customized Advocacy Blueprint Session to correctly identify legislative threats, discover the most efficient solutions and develop a pathway to victory to eliminate those threats. Once the Blueprint Session is completed and advocacy solutions agreed upon, the Advocacy Campaign QuickLaunch program launches a full-scale advocacy campaign in 48-72 hours or less. Guaranteed! ADVOCACY ARCHITECTS ANCHOR STATEMENT Advocacy Architects designs rapid-response, state-focused advocacy campaigns that eliminate legislative threats to businesses and trade associations. We help public affairs professionals and their clients respond to these threats quickly by designing and launching targeted, full-scale advocacy campaigns in 48-72 hours. Guaranteed. Our Advocacy Blueprint Session and Advocacy Campaign QuickLaunch programs are proven processes that give clients clarity on legislative threats, uncover advocacy solutions and provide a pathway to victory to eliminate those threats.

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Unique Branding Proposition

UNIQUE BRANDING PROPOSITION What you do or how you do something that sets you apart from your competition and makes you unique, distinct, and special. Behind every successful advocacy campaign is a team of professionals who understand the real life consequences of governmental threats to business and industry. Whether a legislative proposal is offered by a well-meaning legislator or by someone who is trying to shakedown an industry, every threat has to be confronted decisively, strategically and quickly. For this reason, we utilize a proprietary process that was created, refined, and proven out of our experience with legislative advocacy and political campaigns across 43 states over a 14 year period. To begin the process, our clients invest in a customized Advocacy Blueprint Session . This in-depth analysis identifies real and perceived legislative threats and outlines all tactical solutions (digital, social, phones, coalition-building, etc.) that can eliminate the threats. Upon completion of the blueprint session, our client receives a targeted campaign message and list of decision makers on which to focus their advocacy efforts. A proposal with timelines and budget requirements is also presented so our client knows exactly what to expect. Upon agreement and acceptance of the proposal, the Advocacy QuickLaunch program is deployed and a targeted, full-scale advocacy campaign is launched

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Unique Branding Proposition

in 48-72 hours. Robust project management software enables our clients to look over our shoulders and track all the moving parts of the campaign. Regular video or phone conference calls are scheduled for project status and updates. In the end, our clients can expect rigorous, front-end planning and fast, decisive action to give them the best chance at winning legislative fights at the capitol, and ultimately eliminating legislative threats. Perhaps the most unique aspect of Advocacy Architects is our flexibility in working with either public affairs professionals or directly with businesses and trade associations. Because our products and services can be white-labeled, our public affairs partners are able to provide AA services to their business clients at full retail pricing. This means that by working directly with us our Public Affairs clients can actually generate new income streams and become a profit center - rather than an expense item. Because a full-scale advocacy campaign can be costly, we offer a two-part guarantee to give our clients confidence that we can deliver on-time and on-budget. First, if a client doesn’t feel like they have gained massive clarity and confidence from our Blueprint Session, we will reimburse them up to $1,000 of the session fee for your time or travel expenses. Second, if we fail to launch the advocacy campaign within 72 hours (or the agreed upon time), AA will make a donation of $1,000 per 24-hour period of tardiness to your favorite charity or cause. We’re not interested in nor are we able to take every client or project that seeks us out. For that reason, we are highly selective about who we accept as new clients. All new clients are generally required to complete the Advocacy Blueprint Session so we can acclimate them to our planning process and ensure that we have all the information required to launch a successful advocacy campaign.

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Unique Branding Proposition

We’re not the right advocacy firm for everyone. If you like to shoot first and aim later, we’re probably not a good fit. If, however, you believe in smart planning and taking decisive action, we’ll give you everything we’ve got towards designing and launching an advocacy campaign that will help you eliminate legislative threats that have the potential to alter your industry and your economic livelihood.

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“So…what do you do?”

“SO…WHAT DO YOU DO?”

A sample conversation showing how your new, clarified brand answers this common question.

So…what do you do?? In a nutshell, we help businesses and trade associations eliminate legislative threats FAST by designing and launching full-scale, targeted advocacy campaigns in 48-72 hours. Guaranteed . That sounds interesting. What is that for? (30 Second elevator pitch) Our clients are public affairs firms from Washington, DC and around the country. We help them design and launch advocacy campaigns for businesses and trade associations who are facing serious legislative threats at the state level. Launching advocacy campaigns quickly is the key to legislative success, which is what we do. We can get a full-scale campaign going in less than 72 hours. And we guarantee that! That’s fast! How do you do that? (Elevator Pitch – Educate) It’s in the process we’ve refined over 12 years in this industry. We start with what I call our Advocacy Blueprint Session ™ where we identify legislative threats and discover the most efficient solutions. Then we develop a pathway to victory - our advocacy plan - to eliminate those threats. Once the plan is approved, we deploy our Advocacy QuickLaunch ™ program - a full-scale advocacy campaign within 48-72 hours to make those threats go away.

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“So…what do you do?”

That sounds like what I need. How do I get started? (Elevator Pitch – Offer) The first step is a Threat Assessment call to learn more about your situation. After the call, if we both decide we’re a good fit for each other, we schedule an Advocacy Blueprint Session , which requires an investment of between $997 and $3,997 - depending on the size and scope of the project. The goal of the Blueprint Session is to identify legislative threats, discover the most efficient solutions and develop a pathway to victory - our advocacy plan - to eliminate those threats. We’re not interested nor are we able to take every client or project. For that reason we are selective about who we take on as clients. However, if you don’t feel like you’ve gained massive clarity and confidence about your advocacy campaign after the Blueprint Session, we will reimburse you up to $1,000 of the session fees for your time and any related travel expenses. That sounds like something I may need. How can I get more information? I’ve created a legislative report called “ ELIMINATE LEGISLATIVE THREATS FAST: Three Strategies for Slowing Down or Killing a Bill in Your State Legislature. ” It gives you three insider strategies to deal with bills in the legislature that are threatening your business or trade association. The report also provides you with some options on next steps and gives you more information about our advocacy programs. I’d like to ship a hard copy to you. What’s the best shipping address? (phone/ email address, should be FedEx’ed). You can also visit my website, AdvocacyArchitects.com to request a copy online or to schedule a no-obligation threat assessment call.

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Signature Story - DAN TRIPP

SIGNATURE STORY - DAN TRIPP

Why do you do what you do? What is your origin story that describes what brought you to where you are now?

Dan Tripp served in the South Carolina House of Representatives for a dozen years and had a front row seat to state government and the legislative process. “Even with my experience in the legislature, I tend to be somewhat contrarian when it comes to government,” says Tripp. “Growing

up, I watched my dad struggle as a small-business owner in the construction industry. Government red-tape and overregulation have real life consequences – and most of the time they’re negative and hurtful to small business owners.” “As a legislator, I saw well-meaning (and some not so well-meaning) legislators introduce legislative proposals to solve a problem in one area but they didn’t seem to understand they were only creating more problems in another area. Legislators often ignore the universal law of unintended consequences.” “Over my years of my service in the state legislature, I developed a reputation for trying to slow down the legislative process. My goal was NOT to pass landmark laws – it was to throw sand in the legislative cogs of the well-oiled sausage factory and kill legislative proposals that made life harder for businesses and individuals. I learned how to raise procedural points and ask tough questions in committee and on the floor of the House. I developed tactics for using local media and organizing grassroots activists to slow down or even kill bills.”

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Signature Story - DAN TRIPP

Since leaving the State Legislature in 2006, Dan has traveled to 43 states actively managing legislative advocacy campaigns and political projects (both large and small) and has honed the tools of the advocacy trade. Dan started Advocacy Architects as a way to assist clients in eliminating legislative threats and managing the risks for businesses and trade associations that come from arbitrarily intrusive government. His business mission is to “eliminate legislative threats for businesses and trade associations by designing and launching aggressive advocacy campaigns and launching them within 48 72 hours. Guaranteed.” Because of Dan’s active participation in the legislative process and his experience in testing and managing advocacy strategies across the United States, he has developed a unique approach to designing and launching advocacy campaigns. Dan believes that most lobbyists and public affairs practitioners in Washington and in state capitols are too risk-averse and analytical (and way too damn slow!) when it comes to designing and launching advocacy campaigns. His approach is exactly opposite. “We’re at war! If the government – or some harebrained legislator – is trying to over-regulate or shut down your business, then it’s time to take the gloves off and fight back.” Dan likes to say that Advocacy Architects specializes in “legislative threat elimination.” He and his team will sit down with you in person (or virtually) and quantify the legislative threats, review the potential solutions – figure out our friends and enemies – and then go to work designing and launching a “threat elimination” advocacy campaign within 48-72 hours.

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Signature Story - DAN TRIPP

Advocacy Architects is highly selective about who they take on as new clients because their focus is on quality, rapid-response delivery of advocacy services rather than just signing up new clients. In order to be accepted, they require all new clients to go through their Advocacy Blueprint Session™ so they can acclimate clients to their unique planning process and ensure that they have all the information required to launch a successful advocacy campaign. Dan acknowledges that his company is not the right advocacy firm for everyone. If you’re a “shoot first and aim later” kind of organization, we’re probably not a good fit. If, however, you believe in smart planning and taking quick, decisive action, we’ll give you everything we’ve got towards designing and launching an advocacy campaign that will help you eliminate those pesky legislative threats. Dan Tripp received his undergraduate degree from Suffolk University in Boston, MA and his MBA from Winthrop University in Rock Hill, SC. Dan is married to Alysia Barzee of Kansas City, MO and lives in South Carolina with his family. In his spare time, he’s either on a day trip with his family, smoking wild game on his massive Traeger grill or out in the woods chasing white-tail deer with his American-made Matthews bow.

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CUSTOMER JOURNEY

CUSTOMER JOURNEY

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CUSTOMER JOURNEY

CLIENT SUCCESS JOURNEY

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AA VISION, MISSION, AND WHY

AA VISION, MISSION, AND WHY

This is mostly for internal use. Mission/Vision statements are used to build unity within your company and keep everyone rowing in the same direction. They also help keep you focused on the main thing and eliminate work or opportunities that don’t align with your vision/mission. A vision statement describes the outcome. Why do you exist? Or what is your purpose/passion? We exist to empower business owners and trade associations to eliminate legislative threats and create a more business-friendly environment in state governments across the United States. A mission statement describes the work required to achieve the outcome. We help businesses and trade associations eliminate legislative threats to their industries by designing and launching aggressive advocacy campaigns.

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BRAND TONE AND TEMPERAMENT

BRAND TONE AND TEMPERAMENT

What is the consistent mood, tenor, quality, character, and manner that you bring to all your interactions?

Key Words that capture the AA Brand Rapid-Response Quick Launch Designing Victory Winners Targeted, Data-Driven Experienced or Seasoned Discriminating Top Shelf, Quality High Value Friendly Understated No-Nonsense Solutions-focused Frankness Transparency No Pressure No Hype

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BRAND TONE AND TEMPERAMENT

Phrases and Headlines that capture the AA Brand Legislative threat elimination #killthebill “Kick ass and take names” Advocacy campaigns in 48-72 hours Under-promise, over-deliver Designing Your Pathway to Victory Take massive action White label advocacy services

Profit center rather than expense item Cutting edge technology and tools

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New Business Name and Tagline

NEW NAME, LOGO AND TAG LINE FOR ADVOCACY ARCHITECTS

Advocacy Architects | Eliminate Legislative Threats. FAST!

ELIMINATE LEGISLATIVE THREATS.

ELIMINATE LEGISLATIVE THREATS.

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LAUNCHING THE NEW AA BRAND

LAUNCHING THE NEW AA BRAND

Top Level Plan to Implement the New Brand WEBSITE AND LANDING PAGES – not all these have to be done prior to launch. • Main website - www.AdvocacyArchitects.com

• Landing Page 1 - www.EliminateLegislativeThreats.com • Landing Page 2 - www.AdvocacyBlueprintSession.com • Landing Page 3 - www.AdvocacyQuickLaunch.com • Landing Page 4 - for Client Testimonials • Exit Popups for each site

SALES COPY – Not all this has to be written prior to launch. • All website, landing page and exit pop copy • Lead Gen Magnet - FREE REPORT ELIMINATE THE THREAT! Five Ways to Kill a Legislative Proposal that’s Killing your Business or Trade Association . • FREE REPORT Signup Thank You page - Video Script

• Threat Elimination Drip Campaign - Digital Ads + Drip Emails • Blueprint Session Drip Campaign - Digital Ads + Mail + Email • QuickLaunch Drip Campaign - Digital Ads + Mail + Email • Testimonial Campaign - Mail + Email

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LAUNCHING THE NEW AA BRAND

POWERZINE LAUNCH • DT / Client / State Capitol Photos

• Articles / Sales Copy • Client Success Stories

BI-MONTHY NEWSLETTER (Starting Approximately May 2020) • Build an article repository to use for newsletters, Powerzine, blogs, emails, and other marketing. Article topics should touch on the goals, values, challenges, and pain points identified in the Client Avatar document. They should also demonstrate your success and expertise through real-life stories and examples.

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OVERCOMING CHALLENGES in Establishing the AA Brand

OVERCOMING CHALLENGES IN ESTABLISHING THE AA BRAND

• In the short term, focus on completing the top three items that will give you the greatest impact: • Website • Lead magnets • Newsletter Completing these items will “exercise” and test the message/media/market triangle so it can be refined further. The Website captures the message. The Lead Magnets attract the market. The newsletter will be the primary media to communicate with your market.

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A Final Note About Your Brand Discovery Process

A FINAL NOTE ABOUT YOUR BRAND DISCOVERY PROCESS

As mentioned, the purpose of the Brand Discovery is to identify the strongest USP in your business and rebuild your brand message to bring better focus to it. This often requires removing distractions and confusing aspects that compete with your USP and dilute your message. The Brand Discovery will often require changes be made to anything that affects how people perceive you. On the surface, your USP may sound the same as others in your market, but no one else can communicate and deliver it the way you can. The more personal touches you add to your marketing, the more people will feel a connection to you and want to do business with you. They will choose you not because you’re the cheapest, but because they like you and trust you. They like how you make them feel when they work with you. This perception is established and controlled not just in your visual brand, but in the tone of your marketing materials, in your sales process, in your operations, and in how you continue to “talk” and “present yourself” to your past, present, and future clients. You may find that the greatest change that needs to be made is not just in controlling how people perceive you, but in how you perceive yourself. People will almost always accept the value you place on yourself and your products and services. And that valuation begins in your own mind. As you make changes to how you look on the “outside” remember to make the appropriate changes to how you “think” on the inside. The skills, talents, and gifts that you have are uniquely yours. No one else has them in the combination that you have them. And no one else can communicate and deliver them the way

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A Final Note About Your Brand Discovery Process

you can. They’ve been given to you for your benefit and for the benefit of others. Always remember that and believe it regardless of what your circumstances are. Don’t let anyone or anything tell you otherwise. There are many people who stand to benefit from you and what you offer. And there are others who you are not called to help. Focus on the former group. They are waiting for you.

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ELIMINATE LEGISLATIVE THREATS.