Script Writing
Patrick deploys a variety of approaches to conveying messaging in early stages. Often times stakeholders may be overwhelmed by extraneous information, obscuring review of the copy. The PPT-syle technique below allows a focused review of proposed copy line by line. In this example, these scripts were for a health services client creating landing page copy to drive better actions.
The video above is a PPT-script animating as it would upon review. The work in this example involved two outreach campaigns. The first was to drive vaccination rates, A/B testing incentivized messaging versus non-incentivized messaging. The second was to increase the rates of people taking their annual health risk assessment.
Communicating Strategy
The first few slides are dedicated to the most recent iterations of the work being offered in the project, with older submission collected at the end of presentation for later review.
This PPT script incorporated the parameters for success as given by the stakeholders and the strategy for reaching it. This oriented the stakeholders to the original assignment and made the work accessible to peripheral stakeholders. Certain slides even include previous feedback from previous iterations of the following script.
Color-Coding Script Writing
The PPT script has a blue-green-yellow color palette. Each color is assigned to a script intended for one of the three intended uses, the A/B testing for vaccinations and the HRA. This mise en scene of color provides a subtle visual indication to the audience when the topic has shifted.
Psychological Nudge Techniques
Patrick provides a variety of options in messaging and strategy for stakeholders to consider. Here a selection of slides written for the same purpose indicate at the top which approach or nudge is informing the copy.
Scripts and Wireframes
