MY FINAL PRESENTATION       Brand       DateCopyright © 2011 by IQ Agency
AGENDA       •   The Assignment              •   Campaign Strategy       •   The 4 Truths                    -   Campaign ...
THE ASSIGNMENT       Briefly describe the assignment you were given so your audience has contextCopyright © 2011 by IQ Age...
INSIGHTSCopyright © 2011 by IQ Agency   4
4 TRUTHS       Great stories are based on 4 basic truths. Describe your process for collecting brand,       audience, miss...
BRAND INSIGHTS       •   What is the product?       •   What are the brand values?       •   What’s unique about it?Copyri...
AUDIENCE INSIGHTS       •   Who is this campaign targeting at a high level?       •   What’s unique about them that you fe...
PERSONA       Your text persona in as many slides as you need.Copyright © 2011 by IQ Agency                     8
PERSONA IN CONTEXT       The visual persona you createdCopyright © 2011 by IQ Agency           9
4 TRUTHS                                Teller         AudienceMap all your insights likewe did in class                  ...
THE BIG IDEACopyright © 2011 by IQ Agency   11
The idea that connects       brand x to this audience       is “_____________.”Copyright © 2011 by IQ Agency   12
Whatever your idea is,                                                   make that the title of                           ...
MOOD BOARD                                If your executions will be                                lower fidelity, you sh...
CAMPAIGN STRATEGYCopyright © 2011 by IQ Agency   15
CAMPAIGN OVERVIEW       •   Briefly describe the tactics and tone you’ll use to achieve the assignment.       •   Make sur...
Map all the tactics you’ll                                                                          use       TACTIC MAPPE...
You might want to have                                                                                                    ...
CAMPAIGN STRATEGY                                                                 You might want to have                  ...
If your campaign relies                                                                    on timing, map that            ...
THE WORKCopyright © 2011 by IQ Agency   21
CASE STUDY                                A case study related to                                one of your tactics might...
VIDEOCopyright © 2011 by IQ Agency   23
SOCIALCopyright © 2011 by IQ Agency   24
BANNERSCopyright © 2011 by IQ Agency   25
MOBILECopyright © 2011 by IQ Agency   26
ETC.Mockups, write-ups, fullexecutions, etc. of eachof your tactics.  Copyright © 2011 by IQ Agency   27
BUDGET, TIMELINE &       MEASUREMENTCopyright © 2011 by IQ Agency   28
BUDGET, TIMELINE, MEASUREMENT       Optional, but include if you have ideas about these things.Copyright © 2011 by IQ Agen...
THANK YOUCopyright © 2011 by IQ Agency   30
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Final presentation template

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  1. 1. MY FINAL PRESENTATION Brand DateCopyright © 2011 by IQ Agency
  2. 2. AGENDA • The Assignment • Campaign Strategy • The 4 Truths - Campaign Overview - Brand Insights - Tactic Map - Audience Insights • The Work - Persona - Case Study - Insight Map • Budget, Timeline & Measurement (Optional) • Big Idea - MoodboardCopyright © 2011 by IQ Agency 2
  3. 3. THE ASSIGNMENT Briefly describe the assignment you were given so your audience has contextCopyright © 2011 by IQ Agency 3
  4. 4. INSIGHTSCopyright © 2011 by IQ Agency 4
  5. 5. 4 TRUTHS Great stories are based on 4 basic truths. Describe your process for collecting brand, audience, mission, and moment insights.Copyright © 2011 by IQ Agency 5
  6. 6. BRAND INSIGHTS • What is the product? • What are the brand values? • What’s unique about it?Copyright © 2011 by IQ Agency 6
  7. 7. AUDIENCE INSIGHTS • Who is this campaign targeting at a high level? • What’s unique about them that you feel your brand needs to address?Copyright © 2011 by IQ Agency 7
  8. 8. PERSONA Your text persona in as many slides as you need.Copyright © 2011 by IQ Agency 8
  9. 9. PERSONA IN CONTEXT The visual persona you createdCopyright © 2011 by IQ Agency 9
  10. 10. 4 TRUTHS Teller AudienceMap all your insights likewe did in class Moment MissionCopyright © 2011 by IQ Agency 10
  11. 11. THE BIG IDEACopyright © 2011 by IQ Agency 11
  12. 12. The idea that connects brand x to this audience is “_____________.”Copyright © 2011 by IQ Agency 12
  13. 13. Whatever your idea is, make that the title of this slide. “BIG IDEA” • The description of you big idea that you presented in class that included how it connects the brand and the audience and how it would feel in executions. • For the audience your presenting to, this is “Why does this idea work.”Copyright © 2011 by IQ Agency 13
  14. 14. MOOD BOARD If your executions will be lower fidelity, you should include a moodboard to show the audience how the executions will feel.Copyright © 2011 by IQ Agency 14
  15. 15. CAMPAIGN STRATEGYCopyright © 2011 by IQ Agency 15
  16. 16. CAMPAIGN OVERVIEW • Briefly describe the tactics and tone you’ll use to achieve the assignment. • Make sure you cover why these tactics work for your audience.Copyright © 2011 by IQ Agency 16
  17. 17. Map all the tactics you’ll use TACTIC MAPPED AWARENESS CONSIDERATION PURCHASE USE LOYALTY Search Social Media e-Circular Social Media Brand CRM or loyalty advertising & blogs and brand sites program (feedback) Retailer website AT HOME Brand site Retailer CRM email Digital word of mouth a Location-based Mobile Utilities Mobile CRM Mobile website advertising offers for in-use scenarios Mobile couponing ON-THE-GO Retailer/ product In-store comparison finder and research t IN STORE In-store media Kiosks Digital enhancements to packaging (QR, etc)Copyright © 2011 by IQ Agency 17
  18. 18. You might want to have a slide that looks like this. CAMPAIGN ECOSYSTEM tv print direct mail radio awareness & landing conversion in-store purchase consideration pages outdoor online display local events blogger loyalty & facebook outreach use local twitter events mobile flickr appCopyright © 2011 by IQ Agency 18
  19. 19. CAMPAIGN STRATEGY You might want to have a slide that looks like this. drive to Microsite moves the customer toward conversion. *This UPS campaign has more elements, but I knew they’d have Banner ads, search ads, and email all drive all the basics. to a landing page or microsite*.Copyright © 2011 by IQ Agency 19
  20. 20. If your campaign relies on timing, map that here. ROLLOUT STRATEGY Phase I Phase II Phase III Initial TV, print, radio, digital display, etc. Story Submissions Voting Real Customer Stories Facebook & Twitter Conversations Around MomentsCopyright © 2011 by IQ Agency 20
  21. 21. THE WORKCopyright © 2011 by IQ Agency 21
  22. 22. CASE STUDY A case study related to one of your tactics might help sell the idea. If something from the class on case studies works for you, include it.Copyright © 2011 by IQ Agency 22
  23. 23. VIDEOCopyright © 2011 by IQ Agency 23
  24. 24. SOCIALCopyright © 2011 by IQ Agency 24
  25. 25. BANNERSCopyright © 2011 by IQ Agency 25
  26. 26. MOBILECopyright © 2011 by IQ Agency 26
  27. 27. ETC.Mockups, write-ups, fullexecutions, etc. of eachof your tactics. Copyright © 2011 by IQ Agency 27
  28. 28. BUDGET, TIMELINE & MEASUREMENTCopyright © 2011 by IQ Agency 28
  29. 29. BUDGET, TIMELINE, MEASUREMENT Optional, but include if you have ideas about these things.Copyright © 2011 by IQ Agency 29
  30. 30. THANK YOUCopyright © 2011 by IQ Agency 30
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