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STRATEGY VR360, October 2016
STRATEGYVR360, October 2016
THE PROCESS
STRATEGY
Engage with the
business to ask the right
questions, to develop the
strategy.
Brief in campaign
concept/digital/creative
as required to start
producing assets.
Combine the creative
and channel strategy into
your deck.
Add the campaign
results and analytics into
your deck.
Add the
recommendations and
update the strategy for
the next phase.
CREATIVE OPTIMISATION RESULTS EVOLUTION
CONCEPT
DIGITAL
BRAND
CREATIVE
What is the campaign ‘big picture’ in one or two sentences?
Why are we doing this?
VR360 is a tool that provides 360 degree spherical photos – it enables clients to remotely view progress on a build.
Added advantage is to have a record of the electrical systems in in the walls to assist with future maintenance.
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Campaign Name VR360
Why are we doing this? To promote the VR360 as a sales tool and as a value-add
Key Message Enabling clients to watch their build from anywhere in the world
Call to Action Internal staff – understand, engage with the VR360 tool and sell to
clients as a services or a value-add for clients
Clients – engage with the relevant contact and book the service
Business Line/s PDS
Key Decision Makers Martin Hinge as lead, Ian Chadsey as project lead
Launch Date November 2016
Campaign Overview
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1 Position JLL as the market-leading CRE firm in build, design and fit-out services in APAC
highlighting how we use technology to assist clients
2 Create conversations/leads around the VR360 tool and sell as a service or as a value-add
3 Facilitate an ongoing dialogue with clients around the way we are employing technologies
to assist clients
What does the business want to achieve?
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Who is your target audience?
EXTERNAL
Name of audience? Owners/occupiers/RE decision makers who are in a
position to engage fit-out/VR360 services
What are your audience
needs/concerns?
Clients who would benefit from being able to watch their
fit-out from anywhere in the world.
Where are they located? Any city in APAC
How can we reach them? Direct sell, via pitching, social media
Other insights?
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Who is your target audience?
INTERNAL
Name of audience? Martin Hinge; Ian Chadsey & Peter Trollope in regional
sales; in-country leads, market leads Chris White
(Singapore), Rob Price (Shanghai), John Cook (Japan),
Harsha V. (Bangalore), PDS BD/pitch staff, in-country
marketers; PDS team; other BL’s.
What are your audience
needs/concerns?
Cool tool to sell to clients/or as a value-add
Where are they located? JLL locations
How can we reach them? Email promotion, via BDC, calls to market leads/in-
country leads, via JLL internal channels, discussions
Other insights?
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Objectives Marketing Tactics
Position JLL as the market-leading CRE firm in
build, design and fit-out services in APAC
highlighting how we use technology to assist
clients
Introduce JLL VR360 vision in the early stages
to enable the client to consider us as an
accessible and leading provider in the market
Create conversations/leads around the VR360
tool and sell as a service or as a value-add
Encourage JLL staff to engage/promote the
tool via social media.
Facilitate an ongoing dialogue with clients
around the way we are employing technologies
to assist clients
Through ongoing conversation/media/industry
discussion promote how JLL are developing
technologies to assist clients with their RE
solutions
How are you going to achieve the objectives?
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What is your campaign timeline?
PHASE WEEK WEEK WEEK WEEK WEEK
1. Planning
2. Concept Development
3. Creative/Digital Development
4. Channel Planning/Optimisation
5. Launch Nov
6. Analytics
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What do we need to create to support our strategy?
What is the overarching creative concept?
How does it fit with Accomplishing Ambitions and the visual identity?
What are the online assets you need to create?
What are the offline assets you need to create?
Are there any other assets that might support the campaign objectives?
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What assets do you require?
✓ INTERNAL ✓ DIGITAL ✓ OTHER ASSETS
✓ Emails Microsite ✓ Video
✓ Landing Page Infographic
Web Page Printed collateral
eDM Photography
Social Media Ads
✓ Social Media Posts
Other
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Concept Overview
Key Messages Enabling clients to watch their build from anywhere in the world
Visual Style New colours, illustration-based – instructions on use
Tone Conversational, relatable, an accessible solution for the client just when
they need it
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Concept Rationale
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Concept Moodboard
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Comparison and rationale
CRITERIA CONCEPT 1 CONCEPT 2
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What are the right channels?
What social media channels are suitable?
What digital channels are suitable?
What offline channels are suitable?
INSERT DIGITAL CHANNEL STRATEGY HERE
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How will we measure success?
What are the key success criteria?
How do they link to the business objectives?
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What are the key insights from this campaign?
What changes do we need to make to our strategy?
Which creative elements performed well? What do we change?
What recommendations would we make going forward?
