Message Mapping Tool

1. Message Mapping Tool Message Mapping Tool Effectiveness Credibility Resonance Consistent Aligned withKey Messages Memorable Strategy with Objective Believable Not Fluffy Trendy Impact Relevant PositioningWeighting 15% 10% 10% 10% 20% 5% 5% 15% 10%Reliability 5 8 6 7 7 10 10 8 9Assurance 10 8 6 6 5 4 3 2 5Convenience 9 6 5 10 4 7 9 7 7Ease of Use 7 8 9 2 4 4 7 10 9Responsiveness 2 3 3 6 5 3 5 6 2- 1 1 1 1 1 1 1 1 1- 1 1 1 1 1 1 1 1 1- 1 1 1 1 1 1 1 1 1- 1 1 1 1 1 1 1 1 1- 1 1 1 1 1 1 1 1 1

2. Message Mapping ToolKey Messages Short Label1. Our product has a 99.9% uptime so you never have to worry about our system being offline. Reliability2. We have customer support agents ready to help 24/7/365. Assurance3. Wouldnt you rather just pick up the phone? Convenience4. It cant get much simpler than flipping a switch to activate. Ease of Use5. With an industry-leading service level agreement, you wont be left waiting. Responsiveness6 -7 -8 -9 -10 - Message Mapping ToolKey Messages Short Label1. Our product has a 99.9% uptime so you never have to worry about our system being offline. Reliability2. We have customer support agents ready to help 24/7/365. Assurance3. Wouldnt you rather just pick up the phone? Convenience4. It cant get much simpler than flipping a switch to activate. Ease of Use5. With an industry-leading service level agreement, you wont be left waiting. Responsiveness6 -7 -8 -9 -10 -

3. Message Mapping ToolWeighting Scale Effectiveness Credibility Resonance Total Aligned with Consistent withMemorable Objective Believable Not Fluffy Trendy Impact Relevant Strategy Positioning 15% 10% 10% 10% 20% 5% 5% 15% 10% 100%Ranking Criteria & Definitions:Memorable - is this message one that will be easily recalled and remembered?Aligned with Strategy - how aligned with corporate strategy is this message?Consistent with Positioning - does this message stay consistent with the positioning statement?Objective - is this message objective in nature? Does it avoid being too sensational and playing on emotions?Believable - will this message be readily accepted and believed to be true?Not Fluffy - is the message free of marketing hyperbole such as claims of being world-class or other lofty ideals?Trendy - does this message hit on a topic of keen interest or trends of the moment?Impact - how impactful is this message? Is it something people care about or will really consider?Relevant - is the message extremely relevant to the target audience for your product/service? Message Mapping ToolWeighting Scale Effectiveness Credibility Resonance Total Aligned with Consistent withMemorable Objective Believable Not Fluffy Trendy Impact Relevant Strategy Positioning 15% 10% 10% 10% 20% 5% 5% 15% 10% 100%Ranking Criteria & Definitions:Memorable - is this message one that will be easily recalled and remembered?Aligned with Strategy - how aligned with corporate strategy is this message?Consistent with Positioning - does this message stay consistent with the positioning statement?Objective - is this message objective in nature? Does it avoid being too sensational and playing on emotions?Believable - will this message be readily accepted and believed to be true?Not Fluffy - is the message free of marketing hyperbole such as claims of being world-class or other lofty ideals?Trendy - does this message hit on a topic of keen interest or trends of the moment?Impact - how impactful is this message? Is it something people care about or will really consider?Relevant - is the message extremely relevant to the target audience for your product/service?

4. Message Mapping ToolNote: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Score (Largest to Smallest). Messages Score Effectiveness Credibility Resonance Reliability 7.4 2.2 2.6 2.6 Convenience 6.8 2.5 2.2 2.2 Ease of Use 6.7 2.8 1.2 2.8 Assurance 5.7 2.9 1.8 1.0 Responsiveness 4.0 0.9 1.8 1.4 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 Message Mapping ToolNote: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Score (Largest to Smallest). Messages Score Effectiveness Credibility Resonance Reliability 7.4 2.2 2.6 2.6 Convenience 6.8 2.5 2.2 2.2 Ease of Use 6.7 2.8 1.2 2.8 Assurance 5.7 2.9 1.8 1.0 Responsiveness 4.0 0.9 1.8 1.4 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3

5. Interesting, Ineffective Best MessagesHigh Ease of Use Reliability Convenience Resonance Bubble Size = Credibility Responsiveness AssuranceLow - Cuts Effective, Not Interesting Low High Effectiveness Interesting, Ineffective Best MessagesHigh Ease of Use Reliability Convenience Resonance Bubble Size = Credibility Responsiveness AssuranceLow - Cuts Effective, Not Interesting Low High Effectiveness