www.BrandLessBox.com White Paper

1.
Aaron
Abbott—www.BrandLessBox.com 1
Relationship
Development
Strategy
Aaron
Abbott
www.BrandLessBox.com

2.
Aaron
Abbott—www.BrandLessBox.com 2
The
audience
to
be
targeted
is
the
entire
Criminal
Justice
System—from
students
to
their
educators
and
other
working
professionals
in
the
industry.
While
the
Criminal
Justice
System
is
a
very
specific
niche
market,
the
composition
ranges
from
college
students
to
seasoned
professionals
who
probably
even
teach
some
of
these
very
students.
In
regards
to
the
initial
offer
to
be
made
by
CJexchange.com,
we
will
define
the
initial
audience
in
relation
to
whom
we
need
to
attract
initially
to
create
a
successful
platform.
This
initial
audience
will
focus
initially
on
students,
those
interested
in
being
students,
and
their
direct
educators/trainers.
These
segments
need
these
resources
in
order
to
successfully
connect
Online
and
to
make
use
of
the
evolving
Internet
technologies
that
will
better
the
learning
experience.
While
money
will
be
made
off
of
the
students
purchasing
the
training
videos,
all
other
resources
are
free
of
charge
to
use
if
you
are
a
part
of
the
Criminal
Justice
System.
So
while
ages
will
be
split,
as
will
income
levels,
the
actual
dichotomy
between
market
segments
happens
in
relation
to
why
they
will
be
visiting
CJexchange.com.
Rather
than
focusing
on
the
money
they
will
be
spending.
The
identification
of
the
existing
audience
intentions
has
been
grounded
by
the
fact
that
we
have
nearly
fives
years
of
insightful
data
and
feedback
regarding
the
use
of
the
existing
resources
we
offer,
as
well
as
the
future
solutions
being
developed.
The
major
intention
of
each
member
of
the
target
audience
deals
with
need
for
effective
learning
resources
and
next-­‐generation
tools
that
will
provide
support
and
advancement
from
the
beginning
of
the
education
to
the
journey
through
the
professional
life
in
the
Criminal
Justice
System.
These
intentions
allow
us
to
look
in
and
see
that
we
need
to
find
the
commonality
between
the
students

3.
Aaron
Abbott—www.BrandLessBox.com 3
and
the
teachers
and
create
a
platform
that
will
serve
them
individually
and
collectively.
Appealing
to
their
needs
for
quality
training
videos,
and
an
interactive
Internet
experience
that
brings
Web
2.0
solutions
to
the
field.
Based
on
direct
feedback
from
a
variety
of
professionals
in
the
Industry,
the
initial
targeting
of
Instructors/Educators
seems
to
rely
on
targeting
this
segment
with
the
Methodical
persona—with
a
touch
of
them
being
Humanistic.
While
the
students,
and
those
looking
to
become
students
fall
more
into
the
Humanistic
and
Spontaneous
personas.
Being
that
both
of
the
initial
segments
share
Humanistic
qualities,
the
initial
marketing
and
design
concepts
should
utilize
this
as
the
relationship
that
binds
them.
Their
broader
needs
are
shared
in
the
view
that
both
segments
utilize
Internet
technologies
outside
of
the
Criminal
Justice
System.
It
is
just
that
there
are
no
readily
available
Web
2.0
Criminal
Justice
tools.
As
we
approach
the
teachers
and
instructors—Humanistic
and
Methodical
personas—we
will
be
sure
to
engage
them
in
a
manner
that
will
show
how
we
make
their
teaching
life
easier.
CJexchange.com
will
become
their
own
“Teacher’s
Assistant”
and
will
help
them
connect,
teach,
and
collaborate
all
via
our
Web
site.
The
students
on
the
other
side
of
the
fence—with
their
Humanistic
and
Spontaneous
personas—will
be
shown
how
CJexchange.com
will
give
them
a
step
ahead
in
starting
and
managing
their
career,
as
well
as
being
provided
access
to
fundamental
training
videos
that
will
ground
them
in
their
studies
to
get
more
out
of
their
education
and
their
future.
Messages
will
evolve
around
communicating
these
benefits
and
results,
rather
than
the
products
and
services.
Showing
each

4.
Aaron
Abbott—www.BrandLessBox.com 4
segment
the
emotional
appeal
that
connects
with
the
broad
terms
of
their
persona
will
lead
to
greater
success.
The
online
channels
that
will
be
focused
on
involve
the
variety
of
social
networks
that
students
use,
as
well
as
the
sites
they
visit
for
leisure
and
school.
It
is
also
very
important
to
think
about
where
they
are
going
Online
to
find
training
and
study
aides.
The
idea
is
to
connect
and
to
serve
the
Criminal
Justice
System.
Participating
in
these
channels
will
connect
us
with
the
student
side
of
the
audience.
With
respect
to
the
teachers,
CJexchange.com
must
be
identifiable
and
recognizable.
Looking
to
where
they
purchase
their
class
supplies,
to
where
they
look
online
for
training
content
will
be
very
valuable.
Teachers
are
less
involved
in
social
sites
but
do
have
the
need
for
mobile
applications
that
would
make
their
lives
easier.
Looking
for
advertising
opportunities
in
every
site
they
visit
would
promote
this
awareness.
Also
being
involved
in
the
variety
of
Associations
and
Network
groups
would
make
great
channel
opportunities
as
well.
By
getting
the
teachers,
they
can
reinforce
the
brand
and
trust
for
all
students.
And
as
the
students
use
and
benefit
from
the
resources,
the
teachers
will
gain
more
trust
too.
This
exchange
will
lead
to
successful
conversions
of
both
use
and
purchase
of
resources.
The
actions
necessary
to
the
successful
implementation
and
evolution
of
CJexchange.com
involves
three
actions:
1)
registration,
2)
use
of
resources,
and
3)
purchase
of
training
video
experience.
The
site
will
be
designed
for
the
variety
of
users
who
will
come
to
this
unique
experience.
The
idea
is
to
make
the
registration
experience
easy
and
intuitive,
while
the
use
of
the
resources
will
be
innate
and
easy.
Online
videos
explaining
the
resources
and
how
to
use
them
will
be
plentiful.
When

5.
Aaron
Abbott—www.BrandLessBox.com 5
it
comes
time
to
purchase
training
videos,
with
them
logged
in,
all
we
will
need
is
their
credit
card
information.
By
feeding
data
within
different
form
functions
of
the
site
will
prove
to
provide
a
more
harmonious
user
experience,
which
will
lead
to
effective
navigation
and
getting
the
users
to
act
as
they
want
to,
and
as
we
need
them
to
act.
In
regards
to
the
AIDAS
model,
the
motivations
between
the
segments
are
rather
complementary.
The
students
need
to
learn,
and
the
teachers
need
to
teach.
One
cannot
survive
without
the
other,
and
both
can
be
engaged
in
a
similar
fashion.
While
the
message
can
be
the
same,
the
presentation
and
communicative
qualities
of
the
message
to
each
segment
must
be
shaped
for
that
segment.
In
other
words,
it
would
be
irrelevant
to
have
the
teachers
be
told
about
how
we
can
connect
them
with
students
around
the
world.
While
at
the
same
time,
it
really
would
not
make
sense
to
explain
how
the
training
videos
we
sell
give
them
the
foundation
of
the
fundamentals
of
the
forensic
investigation
process.
This
information
would
be
better
for
the
spontaneously
humanistic
student.
Attention
can
be
generated
with
the
sharing
of
the
benefits
of
the
education
process
being
made
easier
for
each
segment.
Interest
will
be
reinforced
in
regards
to
how
these
solutions
and
resources
make
their
role
easier
in
the
relationship
they
have
between
one
another
in
the
education
process.
The
desire
will
be
to
make
their
lives
easier
in
the
process
while
gaining
more
insight
and
knowledge
through
the
experience.
Action
will
be
engaged
with
calls
to
action,
such
as
great
discounts
if
purchased
now.
Other
actions
will
involve
making
the
users
love
the
resources
so
much,
that
they
cannot
help
but
wonder
what
the
paid
for
training
section
would
do

6.
Aaron
Abbott—www.BrandLessBox.com 6
for
them.
While
students
will
be
the
ones
purchasing
the
training
resources,
the
teachers
actions
would
be
greatly
served
in
getting
them
to
share
these
resources
with
their
students.
Satisfaction
will
be
shown
in
the
actions
of
re-­‐use
of
the
resources
and
continual
use
over
a
lifetime,
as
well
as
sharing
the
resources
with
peers
and
colleagues.
In
order
for
the
segments
to
feel
confident
in
these
actions,
CJexchange.com
must
provide
unique
and
up-­‐to-­‐date
solutions.
Everything
from
site
design,
to
the
design
of
the
media
player
must
communicate
the
reasons
why
they
are
here
in
the
first
place.
Considering
the
most
important
actions
and
what
is
involved
for
the
user
to
take
these
actions,
we
must
consider
a
variety
of
factors
that
will
keep
them
coming
back
for
more.
These
in
order,
starting
with
the
most
important
involve:
o Security
of
there
personal
information
o Quality
and
feel
of
the
interactive
experience
o That
the
training
resources
are
valuable
and
mean
something
o That
they
are
a
part
of
something
big,
and
unique.
Finally,
in
consideration
of
variations
of
the
Unique
Value
Proposition
(UVP),
the
relationship
of
the
segments
is
what
really
provides
the
most
communicative
value
between
the
segments.
The
following
are
variations
of
what
this
UVP
could
become:
o CJexchange.com
provides
innovative
training
resources
for
the
Criminal
Justice
System
via
the
Internet
and
mobile
devices.
o CJexchange.com
brings
Web
2.0
technology
and
online
education
resources
to
the
Criminal
Justice
System.

7.
Aaron
Abbott—www.BrandLessBox.com 7
o CJexchange.com
not
only
connects
students,
teachers,
and
employers—the
first
in
Criminal
Justice—but
also
provides
unique
training
videos.
Effective
implementation
and
testing
of
these
variations
will
lead
to
greater
growth
and
development
of
the
resources
over
time.
While
we
can
come
up
with
ideas,
it
will
be
the
behaviors
and
the
feedback
of
the
user’s
experience
that
will
evolve
CJexchange.com.
The
relationship
formed
with
the
user
is
the
relationship
they
form
with
the
resources
and
Web
site
being
provided.
It
is
not
the
other
way
around.