What are Framework elements?

You may come across new terms in the Framework. Below you'll find Framework element definitions; you can also view these descriptions underneath an element name in the Strategy Tab or by hovering over an element name in the Story Map tab.



Goals Why: The desired audience behavior change that is measurable against key performance indicators to determine incremental business value.
Story What: The overarching message conveyed to the Audience. A story is made up of relevant topics that support your Goals. 
Scene What: The content and messages that make up your stories.
Audience Attributes Who: The characteristics of the audience that define segmentation and individualize stories and scenes.
Reach Where and When: The delivery channels(s) and touchpoint(s) where and when the Story is delivered and serviced to audiences. 
Data How: The information that powers audience attributes, story, and scene individualization
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