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Communications Planning:  What It Is & Why It's Important
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Communications Planning: What It Is & Why It's Important

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Presented at TMKedu by Monique Lemus on July 2, 2014. …

Presented at TMKedu by Monique Lemus on July 2, 2014.

Communications planning is the basis for how we approach media campaigns for our clients. This presentation will cover why a communications strategy is important from the onset and what factors we should consider when building our communications plan. This will also share the notion of POEM and how to develop communication plans that work cohesively across paid, owned and earned media, to get the best results from all aspects of our clients' media presence.

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  • 1. COMMUNICATIONS PLANNING: WHAT IT IS AND WHY IT’S IMPORTANT 7/2/14
  • 2. 2 WHAT WE’LL TALK ABOUT • WHAT’S COMMS PLANNING? • WHAT’S THE PROCESS? • CASE STUDY EXAMPLE
  • 3. 3 Title Insertion Date: FP4C Cost: Circulation: WHAT DO WE DO AT TMK? Media Strategy Contact Plan Engagement Planning Media Planning Communications Planning Channel Planning
  • 4. 4 Title Insertion Date: FP4C Cost: Circulation: WHAT IS COMMUNICATIONS PLANNING? “Communication planning is the art and science of reaching target audiences using marketing communication channels such as advertising, public relations, experiences or direct mail for example. It is concerned with deciding who to target, when, with what message and how”
  • 5. 5 Title Insertion Date: FP4C Cost: Circulation: MORE SIMPLY DEFINED... Reaching the right AUDIENCE... ...With the right MESSAGE... ...At the right TIME!
  • 6. 6 Title Insertion Date: FP4C Cost: Circulation: UNIFIED STRATEGY IN A CHAOTIC WORLD Comms planning helps us... ✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan ✓Ensure consistency across all media and communications ✓Outlines clear outcomes and expectations ...When there’s so much to consider
  • 7. 7 Title Insertion Date: FP4C Cost: Circulation: UNIFIED STRATEGY IN A CHAOTIC WORLD Comms planning helps us... ✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan ✓Ensure consistency across all media and communications ✓Outlines clear outcomes and expectations ...When there’s so much to consider
  • 8. 8 Title Insertion Date: FP4C Cost: Circulation: COMMUNICATIONS PLANNING CYCLE Brand Immersion: Understand the Brand, the business and the target. Determine goals and campaign parameters Strategy Development: Map out strategic framework across all channels, include POEM Tactics Planning: Define channel roles, budget allocations, develop media plan Implementati on: Implement, execute and monitor media plan Evaluation: Analyze campaign performance, gather insights and learnings
  • 9. 9 Title Insertion Date: FP4C Cost: Circulation: TODAY’S FOCUS Brand Immersion: Understand the Brand, the business and the target. Determine goals and campaign parameters Strategy Development: Map out strategic framework across all channels, include POEM Tactics Planning: Define channel roles, budget allocations, develop media plan Implementati on: Implement, execute and monitor media plan Evaluation: Analyze campaign performance, gather insights and learnings
  • 10. 10 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: FIRST STEPS, KNOW YOUR CLIENT Deep dive into brand’s business and campaign nuances. Ask questions, get clarity. Understand the client and their business via desk research & Client briefs provide info on background, campaign client provided materials objectives, target market, budget, etc
  • 11. 11 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: COMPETITIVE KNOWLEDGE Conduct a full market landscape analysis to understand what other brands are doing in media and how to best compete and stand out in the market space Quantitative Analysis: What are competitors spending? How are they spending? Qualitative Analysis: What are the communications platforms? What trends do we see?
  • 12. 12 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: TARGET INSIGHTS Understand the target- who it is, what they like, how they live and how they interact with brands and media. Target insights can help map out the consumer journey through media, which helps inform media touchpoints
  • 13. 13 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: ALL THE TEAM PLAYERS Understand who else your client is working with from a communications stand point, what they’re roles are and open lines of communications between teams. Everyone needs to work together for a successful communications strategy All looking to help client achieve objectives and goals Media Planning Agency Media Buying Agency Public Relations Agency Social Media Agency Creative Agency Events Marketing Agency CRM Agency SEO Agency In house media department Mobile Marketing Agency Branding Firm Content Marketing Agency
  • 14. 14 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: BRINGING IT ALL TOGETHER Post Brand Immersion, we have A LOT of information, insights, ideas to work with.... Target Insights Marketplace & Industry Trends Agency Partner Insights/ Ideas (e.g. message or comms platform) Campaign Goals Campaign Goals
  • 15. 15 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: BRINGING IT ALL TOGETHER The media strategy or communications strategy combines all insights to identify the optimal touch points or platforms for the campaign Marketplace & Industry Trends Target Insights Agency Partner Insights/Ideas (e.g. message or comms platform) Campaign Goals Campaign Goals
  • 16. 16 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: NOT ALL ABOUT PAID MEDIA Paid media is no longer the only way for brands to engage their consumers. More than ever before, brands have many options and outlets to communicate with their target Paid Media: Traditional Advertising across any channel Ignoring a portion Owned Media: Brand’s own content (website, social platforms, etc) Earned Media: Blogs, PR, Press, Shares, etc
  • 17. 17 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: PAID_OWNED_EARNED MEDIA While we specialize in paid media, our jobs as planners is to consider how all media works together The importance of POEM: ✓Stretches budget ✓Opens up more opportunities for visibility and engagement ✓Creates the most cohesive marketing programs
  • 18. 18 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: DEVELOPING A STRATEGIC Consider a criteria list to help identify how various opportunities, ideas, media channel, placements, etc fit into the communications strategy: ✓Does this achieve campaign objective? ✓Does this communicate our message? ✓Are we effectively and efficiently achieving our objective? ✓Are we speaking to our target? At the right time? In the right places? ✓Does this leverage all other existing brand efforts?
  • 19. 19 Title Insertion Date: FP4C Cost: Circulation: CASE STUDY EXAMPLE: A|X DRESSED FOR The Challenge: Increase consideration by a wider, fashion conscious female audience Key Insight: Visual web was filled with fashion & personal style images, many of which aggregated under #wiwt (What I’m Wearing Today) Solution: #Dressedfor user-generated style board Paid media support: Partnered with media that has personal style curation at its core to amplify the hashtag
  • 20. 20
  • 21. 21 Title Insertion Date: FP4C Cost: Circulation: CASE STUDY EXAMPLE: A|X DRESSED FOR RESULTS! Paid Media: Drove $4.56MM in revenue $12.02 ROAS Earned Media: 17MM Instagram impressions 12MM Likes Owned Media: 3,000 approved looks posted 70 A|X curated looks