Pre-Workshop Discovery Questionnaire

Answer these questions to help us focus our time during your workshop.

First name

Last name

Title (role at Ankerpak)

Goals & What Success Looks Like

What does Ankerpak hope to accomplish through focused social media efforts?

What does success look like? What would you like to measure? Track?

Your Voice, Your Tribe, Your Story

Why you still do this People don't buy what you do, they buy why you do it, and a real why is impossible for a competitor to copy.

1. Twenty-plus years in, why do you still do this? Not the brochure answer, the real one.

2. What's the real reason a client picks AnkerPak over a bigger, cheaper, more automated competitor?

Long answer

Your tribe You don't need everyone, you need your people. Knowing exactly who you're for (and who you're not) is the fastest way to find your voice.

3. If you could clone your three best clients and only work with companies just like them, who would they be? What do they have in common beyond industry, how they think, decide, or operate?

4. Who do you turn away, or dread working with? Sometimes what you're NOT is more clarifying than what you are.

5. What kind of person do you want to see AnkerPak's Social Media profile and think, "I want to work there"? What would make them feel that?

Your voice Brands that sound like an actual person, not a brochure, are the ones people remember and repeat.

6. If AnkerPak walked into a room of other business owners, how would it talk? Confident and blunt, warm and folksy, technical and buttoned-up? Try writing 2-3 sentences in that voice about anything, even just a good day at the warehouse.

7. What's a story (a project, a save, a scramble, a client win) that if someone heard it, they'd instantly get what makes you different? Just the bullet points, we'll help shape it later.

What makes you worth talking about People share what makes them look smart, what's genuinely useful, and what hits them at the right moment.

8. What do you know that most people in your industry don't, that you could teach for free and it would only build trust (and make the person sharing it look smart)?

9. Is there a recurring moment in your customers' world (peak season, a compliance deadline, a supply chain scare) where showing up in their feed would land exactly when they're thinking about that problem?

How Should We Capture & Create Content?

1. How should we capture new photo & video content going forward?

Scheduled shoot days. A photographer/videographer (from us or a partner) visits periodically, monthly or quarterly, and batch-captures a library of photos and video that we pull from for months. Most consistent quality, least day-to-day burden on your team.

Staff-captured, candid & behind-the-scenes. Your team grabs quick phone photos or video in the moment, a shipment going out, a new hire, a team win, and sends it to us through a simple shared channel. More authentic and timely, but only works if someone's actually doing it.

Mostly repurpose what you already have. You've got a real library already, the Uni-Ball video, the Georgia MEP video, podcast footage. We stretch that further before asking for much new capture.

A mix. Scheduled shoots for anchor/evergreen content (facility, team, hero video), filled in with candid staff captures when something happens.

Any other idea on capturing photo/video content?

2. If staff capture is part of the plan, be honest: is there a specific person who'd actually do it consistently, or would it need to be an official part of someone's job to really happen?

Yes, there's someone who'd realistically own this day to day (add their name below)

There isn't a specific person yet, but we recognize this needs to be a specifically assigned role.

Honestly, without a scheduled shoot day, it would probably fall through the cracks. 3

Is there already a photo/video content capture champion?

3. Who writes John's posts for linkedin and the company linkedin posts?

We draft, you polish. Bullseye writes starter posts from your raw material, voice notes, or themes we agree on. You or your team edit and fine-tune before it goes out.

We draft and schedule, you approve. Bullseye writes and schedules everything. You just do a quick approval pass before it's live.

You draft, we polish. You or John write the first pass, we clean it up, format it, and schedule it.

Split by channel. e.g., Bullseye fully owns the company page, John writes (or voice-notes) his own personal LinkedIn posts.

Other:

A Few Practical Things

1. What existing content do you already have that we should collect?

Uni-Ball project video + raw B-roll footage

Podcast episodes (business & personal segments)

Facility / warehouse photos

Product or packaging photos

Georgia MEP video

Facebook content from podcast collaboration

Team / employee photos

Other raw footage not yet used

2. Any brands or companies (any industry) whose social media you genuinely admire?

3. Who do you actually compete against for deals?

5. Realistically, how much time can a team member spend each week reviewing or approving content?

Less than 15 minutes

15-30 minutes

30-60 minutes

More than an hour