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  • Marc in Madison

Experience Space and Strategic Planning

Updated: Mar 31, 2021

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program.



Physical and digital environments come together in what Legorburu and McColl (2014, loc. 2202) define as the “experience space” (ES). In conjunction with the organizing idea (OI), the ES is one more construct in storyscaping. Describing a world is one thing, but the ES adds that extra zhooshthat makes a campaign more attractive and compelling. Thus, the OI mentioned in a previous paper, “Characterized by Care,” can reach higher heights when combined with the ES. The ES is not your grandfather’s spreadsheet; in fact, the goal is to transcend the traditional “paid, owned, earned” media model and examine a brand’s ecosystem from the consumer point-of-view (Legorburu & McColl, 2014, loc. 2254). To that end, purpose of this paper is to build an experience space for the Midwest Family Care (MFC) final project (Appendix A-B).

Connecting Companies with Consumers

ES is like a planet with “consumer” and “company” orbiting in tandem, and any line between the two creates a touch point (McColl, 2015). These opportunities enable marketers

to map possible interactions and to assess the best options for each scenario (McColl, 2015). A prerequisite for ES planning is to identify and to understand the audience (Legorburu & McColl, 2014). To formulate the ES for MFC, I will use a five-step framework: cast; score; tag; inspire; and optimize (Legorburu & McColl, 2014) (Appendix A-B).

· Cast: List probable and opportunistic touch points using MFC research and data

· Score: Assign priority values unique to MFC’s touch points

· Tag: Create a header—or “roadway system”—to differentiate (loc. 2381)

· Inspire: Brainstorm potential intersections

· Optimize: Create an overall “story system” (loc. 2381)


The ES is the peanut butter to the OI’s chocolate: combining both into a “1+1=3” pay-off (Legorburu & McColl, 2014). The system begins to power itself because every interaction and connection sparks further content and discussion. At Midwest Family Care, recruiting is a priority equal to marketing. I included recruiting as a touch point and added client and caregiver reach as categories. Ideally, this model will help us find ways to increase engagement. Within the world of ES, every interaction and connection is useful. My goal is to create new experiences at Midwest Family Care that end not with a period, but with an ellipsis…



Legorburu, G., & McColl, D. (2014). Storyscaping: Stop Creating Ads, Start Creating Worlds.[Kindle version]. Hoboken, NJ: Wiley & Sons.

McColl, D. (2015, September 23). The storyscaping approach featured in SapientNitro insights. Retrieved from

Appendix A

Appendix B

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