Final presentation template

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  • 1. MY FINAL PRESENTATION Brand DateCopyright © 2011 by IQ Agency
  • 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. THE ASSIGNMENT Briefly describe the assignment you were given so your audience has contextCopyright © 2011 by IQ Agency 3
  • 4. INSIGHTSCopyright © 2011 by IQ Agency 4
  • 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. BRAND INSIGHTS • What is the product? • What are the brand values? • What’s unique about it?Copyright © 2011 by IQ Agency 6
  • 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. PERSONA Your text persona in as many slides as you need.Copyright © 2011 by IQ Agency 8
  • 9. PERSONA IN CONTEXT The visual persona you createdCopyright © 2011 by IQ Agency 9
  • 10. 4 TRUTHS Teller AudienceMap all your insights likewe did in class Moment MissionCopyright © 2011 by IQ Agency 10
  • 11. THE BIG IDEACopyright © 2011 by IQ Agency 11
  • 12. The idea that connects brand x to this audience is “_____________.”Copyright © 2011 by IQ Agency 12
  • 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. 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. CAMPAIGN STRATEGYCopyright © 2011 by IQ Agency 15
  • 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. 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. 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. 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. 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. THE WORKCopyright © 2011 by IQ Agency 21
  • 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. VIDEOCopyright © 2011 by IQ Agency 23
  • 24. SOCIALCopyright © 2011 by IQ Agency 24
  • 25. BANNERSCopyright © 2011 by IQ Agency 25
  • 26. MOBILECopyright © 2011 by IQ Agency 26
  • 27. ETC.Mockups, write-ups, fullexecutions, etc. of eachof your tactics. Copyright © 2011 by IQ Agency 27
  • 28. BUDGET, TIMELINE & MEASUREMENTCopyright © 2011 by IQ Agency 28
  • 29. BUDGET, TIMELINE, MEASUREMENT Optional, but include if you have ideas about these things.Copyright © 2011 by IQ Agency 29
  • 30. THANK YOUCopyright © 2011 by IQ Agency 30