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Maxys’ FACE: Elevating Customer Centric Marketing with Human Connection


I’m Scott Maxworthy, founder and CEO of Maxys Media and Entertainment. As a marketing business partner, I’ve often been asked about the best way to create a marketing plan that drives results and builds brand equity. That’s why I want to share our unique approach to marketing, called the FACE framework. This method seamlessly integrates digital and offline marketing strategies, keeping the customer experience at its core and emphasizing the importance of human connection.

Maxys’ FACE Framework: – Find, Align, Create, Engage

Our FACE (Find, Align, Create, Engage) framework is designed to bring together the best aspects of customer-centric marketing and storytelling while adapting to market changes over time. The framework focuses on enhancing the customer experience by combining online and offline touchpoints.

Find: Define Target Audience and Create Customer Personas

We begin by understanding you and your brand and then defining the target audience and their needs, desires, and motivations. This allows us to create customer personas using data from market research, customer feedback, and sales data, incorporating both online and offline customer interactions.

Align: Understand Customer Needs and Drivers

Next, we delve deep into understanding the needs and drivers of your target audience. We consider their pain points, desires, and aspirations, and how your product or service can address them. This comprehensive understanding of your audience’s needs allows us to create a tailored marketing strategy that resonates with them both online and offline.

Create: Develop USP, Differentiation, and Messaging

We identify how your product or service is different and better than alternatives in the market, crafting a unique selling proposition (USP) that is memorable, relevant, and believable. We develop messaging that resonates with your target audience’s emotional drivers, using insights from behavioural economics, cognitive psychology, and linguistics to create persuasive and engaging messages across digital and physical channels.

Engage: Channels, Customer Experience, and Activation

We determine the most effective channels for reaching your target audience, using data and insights from media planning and attribution modelling to optimize reach, frequency, and impact. We design a seamless customer experience across all touchpoints, both online and offline, using principles from the user experience (UX) design, service design, and customer journey mapping. We also develop tactics and campaigns that activate your target audience’s motivations and drive behaviour change, leveraging insights from behavioural science, social psychology, and gamification.

Continuous Evolution and the Power of Human Connection

In a rapidly evolving marketing landscape, it’s crucial to stay up-to-date with the latest trends and technologies. We continually learn and upskill, attending industry conferences, training programs, and collaborating with experts in the field. However, we never lose sight of the importance of human connection and the value of blending digital strategies with offline experiences that resonate on a deeper emotional level.


Maxys’ FACE approach to marketing combines the power of AI and digital marketing with the irreplaceable value of human connection, creating a comprehensive marketing plan that drives results and builds brand equity. If you’re looking for a marketing business partner who understands the importance of a customer-centric approach that embraces both technology and the human touch, contact us at Maxys to learn more.