when critiquing the matrix...

...things to look out for:
• the “why” reflects brainstorm session (behaviors, characteristics, obstacles)
• the “what” is the product, service or cause. Be specific. And it should already exist.
(e.g. if it's an museum exhibit then have the event title, date, location)
• the “who” is not a repeat of the “what”
• the “who” is the sponsoring organization that has a vested interest
• the “how” relates directly to the “why” and “what” (how = why + what)
• the “how” is your tailored message
• the “where” is another opportunity to tailor to the audience
• the “where” is the channel in which your message will be carried. Be specific. Think creatively. Cross promote.
(e.g. if you are promoting a book store, the advert should not be a bookmark in the store but if you are promoting a cafe, the advert could be on a bookmark in the bookstore - as long as the sub-culture values both books and cafes!)

what's up next:
• select 3-4 concepts to demonstrate concepts
• via pencil sketches
• in approximate proportions to chosen ad format

each sketch should consider:
• targeted channels (address a range of more conventional to outside the box)
• communicate a Reason To Believe in the product/service/cause by tapping into the sub-culture's values/traits/goals
• have a call to action (what is audience supposed to do)
• incorporate common symbols, trusted visual/verbal language, jargon the sub-culture understands (e.g. you might use visual metaphors and visual/verbal puns here)
• an appeal that also resonates with the sub-culture (pathos, logos, ethos)