CeD

Community Experience Development™: Empowering Sharing, Participation, and Fellowship Among a Body Politic
by Ran Mullins

Executive Summary

This paper outlines a business philosophy centered on the paradigm shift of the branding "push" mentality to the community "pull" concept, resulting in planned consultation methods and technological implementation for both the corporate and non-profit sectors.

Community Experience Development™ (CED) combines the essential elements of technology, brand strategy, and inclusion to deliver an absolute marketing environment. CED is a comprehensive consulting method utilizing tools for creating, managing, and tracking brand communities online and offline, including: visitor profile databases, content submission and management, site-building, and personalization tools for cultivating, fascinating, and illuminating the target audience.

Cultivate: Attract and nurture community members, develop a comprehensive strategy for defining roles, and create demographic and ethnographic profiles.
Fascinate: Engage members with creative and informative content relevant to the community core and track the effectiveness of new products, services, etc.
Illuminate: Educate community members to the organization's new offerings through eLearning environments for mature levels of sophistication.

The core CED principles involve leveraging intellectual properties to position each community creator as the expert in their industry. Achievement of CED objectives results in the evolution of the brand community as the destination point for the given topic. This document describes the problem area of access to a unified community experience on the World Wide Web, which is common to non-profit and corporate groups alike.

About CED:
Community Experience Development™ (CED) is a business philosophy that focuses on the proprietary consulting strategy of Metaphor Studio, LLC, utilizing Internet methods for revolutionizing brand communities. CED includes cultivating, fascinating, and illuminating the target audience through personalized and non-personalized membership communities. The core CED principles involve leveraging intellectual properties to position each community creator as the leader and expert in their given community. Achievement of CED objectives results in the evolution of the brand community as the destination point for the given topic both online and offline.

About Metaphor Studio:
Metaphor Studio is an advertising and technology agency providing brand consultation, project management, graphic design, user-experience technology, interface design, and information architecture since 1997. These individuals have been brought together to raise the level of aesthetic and functional sophistication in the digital landscape through the union of art and technology. Business communications programs include Community Experience Development™, Brand Strategy Integration, and Web Site Application Development and Maintenance.