Brainstorming

Tabula 21 gives you a structured approach to brainstorming, sharing ideas, and making decisions that last over time.

We offer you a practical and enjoyable method of making all the ideas visible. You will inclusively choose the best ideas: all the ideas are welcome.

The best ones will survive and drive the success of your digital marketing and communication strategies, tactics, and operations.

Decision-tracking

In modern marketing projects, one of the main issues is to be coordinated and consistent in the mid-long run.

Decisions are lost during the journey: let Tabula 21 help you keep track of all the crucial decisions within your team.

Don't waste other time recalling the decisions.

Complexity

How many personas are you targeting?

How many campaigns do you have active to communicate with your target audiences?

How much content do you create each week, month, or year? Where (channels)? What are the topics you communicate? If you cannot answer immediately is normal. 

Tabula 21 is a tool that allows you to have clear and direct answers to all these questions.

Strategy. Tactics. Operations.

Tabula 21 strikes a healthy balance between professional practice and academic innovation.

It is the result of the joint work of Luca and Alessandro on a series of clients who ‘wanted the website done…and also social media…ah, yes…videos as well…’ (cit.).

There was a need for a structured, yet understandable and agile approach to make digital communication and digital marketing blossom for these clients with super interesting and cutting edge products.

Therefore, the humble thinking: let’s bring them all around Tabula21, to share ideas, verbalize strategies, design campaigns and orchestrate operational content creation.

All around Tabula21, the humble digital marketing canvas.

Download the Canvas

Tabula21 consists essentially of three main tools: the strategic canvas, the journey canvas, and the editorial/content plan.

  • the STRATEGIC CANVAS: in this canvas, you will be able to create an alignment between your marketing goals, your segments and personas and what makes each persona unique and different from the others. Moreover, you will discuss and formalize the differentiation points that allow you to stand up from the competition.
  • the LENS CANVAS: in this canvas, each persona will be projected on a journey. For each digital touchpoint, a campaign with different channels will be created. The journey canvas leads to the creation of an effective content strategy.
  • the EDITORIAL PLAN: proposes the aggregation of the content created in the journey canvas with a calendar and strategies to optimize the content creation across the different touchpoints and channels.

An additional toolbox with a personas template is also provided.

Strategic Canvas

STRATEGIC - 2 Segments
STRATEGIC - 3 Segments
STRATEGIC - 5 Segments
STRATEGIC - (Example of two segments filled)

The lens canvas (customer journey)

Lens-3Stages_1.pdf
Lens-5stages.pdf
Lens-6stages.pdf
Alfie-Example-completed.pdf

Editorial Plan and Persona

PERSONA TEMPLATE CREATION
Editorial Calendar Content Template

All the canvas can be downloaded for free.

To download the fully editable canvas, we require you to fill out the following form (trust us, we ask you the minimum possible amount of data and we will protect your privacy. Moreover, we will keep you informed of Tabula21 evolution, but we will not spam your email).

The email address is not made public. It will only be used if you need to be contacted about your account or for opted-in notifications.
Several special characters are allowed, including space, period (.), hyphen (-), apostrophe ('), underscore (_), and the @ sign.

Behind the scene

Luca and Alessandro are two professionals with both academic, consultancy, and entrepreneurial backgrounds in the field of digital communication and digital marketing. Tabula21 is the result of a long-lasting friendship and collaboration where these approaches find innovative lifeblood.

Dr. Alessandro Inversini

Alessandro Inversini is Associate Professor of Marketing and Digital Marketing at Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland. He is expert in marketing communication, digital communication and digital marketing with extensive academic and industry experience. Alessandro holds a PhD in Communication Science from the Università della Svizzera italiana (2010).

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Dr. Luca Triacca

Since 2005, Luca Triacca is the founder and director of YOUR INTERFACE (a full-service digital marketing & communication agency). He is also an Adjunct Lecturer at Ecole hôtelière de Lausanne. He is an expert in digital marketing, marketing, communication, branding, and digital transformation. Luca, as per Alessandro, holds a PhD in Communication Science from the Università della Svizzera italiana (2005).

Linkedin

Contact

Want to be in touch with us? See possibilities for collaboration? Further development of Tabula21? Feel free to contact us and we will get back to you as soon as possible.

Tabula21 is a Creative Commons project and we would like to grow the community of adopters. Also do not be shy to share with us your opinions and reviews: we will take any comments on board to strengthen our approach.