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what i! comms planning
Julian Colehead of comms planning, bbh nyc
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the role of the Comm! Pla"e# in a creative agency is to provide strategic
rigour to the implementation of a campaign
5
comms planners are responsible
for the mechanics of the campaign
brand planners are responsible for the message of the campaign
a typical creative process
BIG IDEA
COMMS TASKS
CAMPAIGN TACTICS
CAMPAIGN IMPLEMENTATION
CLIENT BRIEF
POSITIONING
BIG IDEA
COMMS TASKS
CAMPAIGN TACTICS
CAMPAIGN IMPLEMENTATION
CLIENT BRIEF
brand planners take the lead in
getting to the Positioning
comms planners play a supporting role
POSITIONING
BIG IDEAPOSITIONING
COMMS TASKS
CAMPAIGN TACTICS
CAMPAIGN IMPLEMENTATION
CLIENT BRIEF
comms planners take the lead getting to the
Comm! Task! and Campaign Tactic!
brand planner play a supporting role
NOW FOR AN EXAMPLE
WATCH THE CASE STUDY FIRST
http://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Ho
BUSINESS PROBLEM
CAMPAIGN IDEA
POSITIONING
CAMPAIGN ARCHITECTURE
COMMS TASK 1
TACTICS TACTICS TACTICS
BARRIERBARRIERBARRIER
COMMS TASK 2
COMMS TASK 3
CAMPAIGN ARCHITECTURE
CAMPAIGN IDEA
POSITIONING
COMMS TASK 1
TACTICS TACTICS TACTICS
BARRIERBARRIERBARRIER
COMMS TASK 2
COMMS TASK 3
BUSINESS PROBLEM LOST RELEVANCE WITH KEY
YOUTH MARKET
business problem to positioning(brand planner)
The brand planner looks for the intersection of the product, cultural and consumer truth that gives the brand a positioning that is unique and ownable
in the market.
The Comms Planner aids in finding these truths by analyzing relevant data
PRODUCT TRUTHPuma creates sports clothes for everyday wear. They have
never been too serious, they only sponsor athletes that have fun while competing (Pele, Maradona, Usain Bolt)
CULTURAL TRUTH Sports advertising is dark, overcomplicated, technical,
serious and painful. e.g Nike ‘Just do it’
CONSUMER TRUTHLife to them was a game, they were the after hours athlete. The target were highly competitive in everything they did.
They loved whenever they got the opportunity to compete socially against their friends.
CAMPAIGN IDEA
COMMS TASK 1
TACTICS TACTICS TACTICS
COMMS TASK 2
COMMS TASK 3
BARRIERBARRIERBARRIER
BUSINESS PROBLEM LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONINGPUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA PUMA SOCIAL
COMMS TASK 1
TACTICS TACTICS TACTICS
BARRIERBARRIERBARRIER
COMMS TASK 2
COMMS TASK 3
BUSINESS PROBLEM LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONINGPUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
barriers to comms tasks(comms planner & brand planner)
After the brand idea has been decided, the planners then needs to identify the
barriers in the way to achieving that positioning.
They do this by creating a consumer journey to work out the barriers. The
Brand and Comms Planner then create the tasks that the brand has to do to
overcome these barrier.
COMMS BARRIER THE TARGET DOESN’T KNOW WHAT AFTER
HOURS ATHLETES MEANS
COMMS BARRIER TARGET DOESNT
UNDERSTAND THE RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS BARRIER HOW DO YOU MAKE
SURE THAT AFTER HOURS ATHLETE IS A LEGITIMATE
THING
COMMS BARRIER THE TARGET DOESN’T KNOW WHAT AFTER
HOURS ATHLETES MEANS
COMMS BARRIER TARGET DOESNT
UNDERSTAND THE RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS BARRIER HOW DO YOU MAKE
SURE THAT AFTER HOURS ATHLETE IS A LEGITIMATE
THING
COMMS TASK 3 INVITE NEW
CONSUMERS TO BE AN AFTER HOURS
ATHLETES
COMMS TASK 1 ESTABLISH THE AFTER
HOURS ATHLETE
COMMS TASK 2 SHOW HOW PUMA
ADDS VALUE TO AFTER HOURS ATHLETES
TACTICS TACTICS TACTICS
BUSINESS PROBLEM LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONINGPUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA PUMA SOCIAL
TASK 1 ESTABLISH
TASK 2 ADD VALUE
TASK 3 INVITE
comms tasks to channels/tactics(comms planner)
The Comms Planner then works with the Media Planner to work out what are the best channels to answer that task brief.
It is the job of the Comms Planner with the Brand Planner to brief the creative
teams, publishers and agency partners.
COMMS TASK 3 INVITE NEW
CONSUMERS TO BE AN AFTER HOURS
ATHLETES
COMMS TASK 1 ESTABLISH THE AFTER
HOURS ATHLETE
COMMS TASK 2 SHOW HOW PUMA
ADDS VALUE TO AFTER HOURS ATHLETES
COMMS BARRIER THE TARGET DOESN’T KNOW WHAT AFTER
HOURS ATHLETES MEANS
COMMS BARRIER TARGET DOESNT
UNDERSTAND THE RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS BARRIER HOW DO YOU MAKE
SURE THAT AFTER HOURS ATHLETE IS A LEGITIMATE
THING
TACTICSBAR ACTIVATIONS
INSTORE ACTIVATIONSDIGITAL HUB
TACTICSTV/CINEMA
PRINT/OUTDOORINSTORE
TACTICSPRODUCT LINE
DIGITAL HUB
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONINGPUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA PUMA SOCIAL
TASK 1 ESTABLISH
TASK 2 ADD VALUE
TASK 3 INVITE
TV/CINEMAPRINT/OUTDOOR
IN BAR
PRODUCT LINE DIGITAL HUB
ACTIVATIONS
campaign roll out
A campaign roll out helps to show the timings of all the activity. It visualizes the campaign in its entirety from a timings
perspective.
This will be done in conjunction with the Media Planner who will plan when the
media goes live
AUG SEP OCT NOV DEC JAN
CAMPAIGN ROLL OUT
TV/CINEMA
PRINT/OUTDOOR
FACEBOOK/TWITTER
IN STORE ACTIVATION
DIGITAL HUB/FOURSQUARE
RETAIL PRODUCTS
BAR ACTIVATION
TASK 1 ESTABLISH
TASK 2 ADD VALUE
TASK 3 INVITE
RICH AND FLASH BANNERS
campaign eco-system
The campaign eco-system is important to help show how all the communication
elements work together and where they are driving consumers.
CAMPAIGN ECO-SYSTEM
INSTORE ACTIVATIONS
FACEBOOK/TWITTER
DIGITAL HUB
IN-BAR ACTIVATIONS
TV/CINEMA PRINT/OUTDOOR
BANNERS (RICH AND
FLASH)SEARCH
INDIRECT
DIRECT
TYPE OF LINK
key performance indicators
It is the role of the Comms Planner to take the overall business objectives and break them down into specific goals/targets for the comms tasks and the executions that
answer that task.
They then must implement the tracking of these tasks and report and optimize the
performance of the executions
GOAL FOR DIGITAL HUB
METRIC FOR SUCCESSC
TARGET ACTUAL
SALES GROWTH 8% 10.4%
PURCHASE INTENTIONTOP 3 SPORTS LIFESTYLE BRANDS 52% 66%
KEY IMAGE ATTRIBUTES IS A SPORTS LIFESTYLE BRANDIS A BRAND FOR ME
52%/46% 42%/66%
COMMS TASKS - ADD VALUE DIGITAL HUB
VISITS TO THE SITE 1,400,000 1,568,120
TIME ON SITE 2:20 1:45
EXIT POLL ON SITE IS A SPORTS LIFESTYLE BRANDIS A BRAND FOR ME
75%/60% 86%/76%
EXIT POLL ON SITE ADDS VALUE TO MY NIGHT OUT VS. CONTROL
20%+ 25%
5 great resourcesseminal book on comms planning
space race - an inside view of the future of communications planning - jim taylor
book on the basics of media planning
how to navigate the media flow - hamish pringle and jim marshall
great panel on comms planning
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
‘crash course in comms planning’
strategy essay on puma’s campaign
2011 jay chiat grand prix - puma social paper
5 great resourcesseminal book on comms planning
space race - an inside view of the future of communications planning - jim taylor
book on the basics of media planning
how to navigate the media flow - hamish pringle and jim marshall
great panel on comms planning
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
‘crash course in comms planning’
strategy essay on puma’s campaign
2011 jay chiat grand prix - puma social paper
http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516
http://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/B006GOXM5Y/ref=sr_1_1?s=books&ie=UTF8&qid=1382405577&sr=1-1&keywords=how+to+navigate+the
+media+flowhttp://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/
http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5
http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdfhttp://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf
http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-Course/527585589/http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-
Course/527585589/
leading comms plannersColleen Leddy, Group Comms Strategy Director, Droga5
Lach Hall, Comms Strategy Director, Silver and Partners
Amber Finlay, Global Director of Comms Planning, Arnold Worldwide
Mark Lester, Communications Planner, Carat
Matt Houltham, Managing Partner, Naked
Eric Pakurar, Head of Strategy, Geometry Global
Christine Chen, Director of Communication Strategy, GS&P
Eric Druckenmiller, Communications Strategy Director, Anomaly
https://twitter.com/colleddyhttps://twitter.com/colleddy
https://twitter.com/lachhallhttps://twitter.com/lachhall
https://twitter.com/its_amberhttps://twitter.com/https://
https://twitter.com/Lestermarkyhttps://twitter.com/Lestermarky
https://twitter.com/MJH001https://twitter.com/MJH001
https://twitter.com/pakyouarehttps://twitter.com/pakyouare
http://www.linkedin.com/pub/christine-chen/4/503/84bhttp://
http://www.linkedin.com/in/ericdruckenmillerhttp://www.linkedin.com/
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