STRATEGIC
PLANNING
IN ADVERTISING

    By Gri   n Farley for the Tampa Ad2 Club
                  September 2009
This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because ...
First Job in Advertising




It also hit home for me because my first job in advertising was marketing
toys.
year                            year                           year                          year                         ...
My Goal Tonight




I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I refer...
Brand Planning                                                Account Planning



                                        ...
Brand Planning
WHO DOES
                       BRAND PLANNING?



Research and Brand Managers in Marketing Departments, Brand Consulting ...
WHAT DOES
                            BRAND PLANNING
                               PRODUCE?



Brand Positioning Statemen...
TOOLS




        TELL PRODUCT STORIES
I want to talk about how brand planning can tell product stories better.
Deliverable: Product Proposition


                                                             (Products O er _________ )...
Deliverable: Brand Positioning




    Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book
(Caregiver) C...
Account Planning
WHO DOES
           ACCOUNT PLANNING?



Ad
Agencies
Before Account Planning




                                           Client




                                        ...
After Account Planning




                                           Client




                            Account      ...
WHAT DOES
                  ACCOUNT PLANNING
                      PRODUCE?



Creative Briefs, Key Strategic Ideas, Busin...
TOOLS




                                  FINDING INSIGHT
I want to talk about how account planning can help find better...
Deliverable: An Insight




                          Where do insights come from?
Deliverable: Big Idea




                   Product/ Service                   Competition




                          ...
Haagen-Dazs
Goodby Silverstein

 Societal Platform
   Political Action
                 PR
              Social




      ...
Media Planning
WHO DOES
                         MEDIA PLANNING?



Media Buying and Planning Agencies, Ad Agencies
TOOLS




                LEVERAGE PARTNERS
I want to talk about how media planning can leverage partners better.
Lexus
    Team One

    Publishing
     Content
Customization




                 http://work.canneslions.com/media/?awar...
What’s the di erence between
    Media Planning and Connection Planning




                                  Engagement
M...
Connection Planning
WHO DOES
                                      CONNECTION
                                       PLANNING?



Media Buying...
TOOLS




                                    MEDIA CLUTTER
I want to talk about how connections planning helps brands bre...
go where people are, not where media is found




Copy: “Hey, city that never sleeps. Wake up.”
Product: Folgers
go where people are, not where media is found




Copy: “Keep Playing”
Product: A Venice Italy Casino
know the time and place of your message




Copy: “To all those who use our competitors’ products: Happy Father’s Day.”
Pr...
media that makes people participate




Message: Make trash a sport
Product: Nike
http://www.youtube.com/watch?v=oLZPIqwMmvk
Oasis Dig Out Your Soul
            BBH NYC

User Generated Content

         Reinventing an
          album launch




  ...
Transmedia Planning
Branding as Matching Luggage




This doesn’t work in Transmedia Planning
 Storytelling is incredibly important here
WHO DOES
                                       TRANSMEDIA
                                        PLANNING?



Communicat...
WHAT DOES
                                            TRANSMEDIA
                                             PLANNING
   ...
TOOLS




                   COMBINE AND REMIX
I want to talk about how transmedia planning lets each medium tell a story ...
TRUE BLOOD LAUNCH CASE STUDY




                      1                                2                           3     ...
http://www.youtube.com/watch?v=9u-TWKHS6Gg




                                        Dark Knight - Why So Serious
      ...
Propagation Planning
WHO DOES
                                   PROPAGATION
                                    PLANNING?



Social Media Firm...
WHAT DOES
                                    PROPAGATION
                                      PLANNING
                 ...
TOOLS




SHARE AND INFLUENCE
OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF
                      TURNING THE FUNNEL ON ITS SIDE




BBDO Sydney
SO HOW DO YOU PLAN WITH BOTH
OLD FUNNEL AND NEW FUNNEL OBJECTIVES?
EXPAND YOUR DEFINITION OF MEDIA




Group M, 2008 Account Planning Conference in Miami
BRING NEW THINKING TO COMMUNICATION PLANNING




                 PROPAGATION PLANNING
  Plan not for the people you reach...
The Great Schlep
               Droga 5

       Branded Content
             PR as reach
 342 million impressions
Social m...
Plan not for the people you reach,
    but the people they reach




Grandchildren of Jewish Florida Voters




        Je...
WANT MORE?
GRIFFIN FARLEY - Sr. Brand Planner
          GRIFFIN.FARLEY@22SQUARED.COM
          WWW.PROPAGATIONPLANNING.COM




CONTACT
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Strategic Planning In Advertising

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Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.

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  • 1) This weekend I watched big with my family
    2) The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about.
    3) The best planners are able to think about their consumers like that
  • I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.
  • Research and Brand Managers in Marketing Departments
    Brand Consulting Firms
    Ad Agencies
  • Brand Positioning Statements
    Brand Strategies
    Brand Audits
    Brand Propositions
    Product Propositions
    Consumer Motivational Drivers
    Brand Portfolio Architectures
    New Product Development Ideas
    Retail Store Environment Themes
    Naming Results
  • What is the core emotional meaning of this product and what does it offer people?
  • (Caregiver) Care for Others - Campbell Soup
    (Creator) Craft Something New - Home Depot
    (Ruler) Exert Control - American Express
    (Member) Be OK just as they are - Dove
    (Jester) Have a Good Time - Miller Lite
    (Lover) Find and give Love - Hallmark
    (Warrior) Act Courageously - Nike
    (Outlaw) Break the Rules - Harley-Davidson
    (Magician) Affect Transformation - Viagra
    (Innocent) Retain or Renew Faith - Blue Bell Ice Cream
    (Explorer) Maintain Independence - REI
    (Sage) Understand their World - Sprint Now Network
  • Ad Agencies
  • Creative Briefs
    Key Strategic Ideas
    Business Building Tactics
    Ongoing Awareness Tracking Studies
    Surveys
    Discussion Guides for Focus Groups
    Communication Plans
    Competitive Audits
    Consumer Profiles
  • Media Buying and Planning Agencies
    Ad Agencies
  • Media Buying and Planning Agencies
    Ad Agencies
  • Communication Planning Firms
    ARG Firms
    Film Production Houses
    Ad Agencies
  • Alternate Reality Games
    Worlds that Brands Create
    Remixed Content
  • Social Media Firms
    Communication Planning Firms
    Ad Agencies
  • Social Media Influencer Identification
    Communication Plans
    Organized Social Media Campaign Launch Strategies
  • Strategic Planning In Advertising

    1. 1. STRATEGIC PLANNING IN ADVERTISING By Gri n Farley for the Tampa Ad2 Club September 2009
    2. 2. This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.
    3. 3. First Job in Advertising It also hit home for me because my first job in advertising was marketing toys.
    4. 4. year year year year year year 1 2 3-4 5-6 7 8-10 Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.
    5. 5. My Goal Tonight I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.
    6. 6. Brand Planning Account Planning Media Planning Connection Planning Propagation Planning Transmedia Planning These are the different forms of strategic planning that I am going to talk about tonight.
    7. 7. Brand Planning
    8. 8. WHO DOES BRAND PLANNING? Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
    9. 9. WHAT DOES BRAND PLANNING PRODUCE? Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New Product Development Ideas, Retail Store Environment Themes, Naming Results
    10. 10. TOOLS TELL PRODUCT STORIES I want to talk about how brand planning can tell product stories better.
    11. 11. Deliverable: Product Proposition (Products O er _________ ) Oneness Brotherhood Beauty Wonder Truth Accomplishment Security Freedom Justice Love Duty Wisdom Book: The Experience Economy, developing meaningful consumer experiences What is the core emotional meaning of this product and what does it offer people?
    12. 12. Deliverable: Brand Positioning Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book (Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester) Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation - Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network
    13. 13. Account Planning
    14. 14. WHO DOES ACCOUNT PLANNING? Ad Agencies
    15. 15. Before Account Planning Client Account Director Creative Research Book: How to Plan Advertising
    16. 16. After Account Planning Client Account Account Director Planner Creative Book: How to Plan Advertising
    17. 17. WHAT DOES ACCOUNT PLANNING PRODUCE? Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive Audits, Consumer Profiles
    18. 18. TOOLS FINDING INSIGHT I want to talk about how account planning can help find better insights.
    19. 19. Deliverable: An Insight Where do insights come from?
    20. 20. Deliverable: Big Idea Product/ Service Competition Consumer Big Idea Typical Agency Planning Model
    21. 21. Haagen-Dazs Goodby Silverstein Societal Platform Political Action PR Social http://www.effie.org/winners/showcase/2009/3595
    22. 22. Media Planning
    23. 23. WHO DOES MEDIA PLANNING? Media Buying and Planning Agencies, Ad Agencies
    24. 24. TOOLS LEVERAGE PARTNERS I want to talk about how media planning can leverage partners better.
    25. 25. Lexus Team One Publishing Content Customization http://work.canneslions.com/media/?award=2
    26. 26. What’s the di erence between Media Planning and Connection Planning Engagement Media Plans Plans Reach & Relevance & Frequency Context Cost per Cost per Thousand Advocate (CPM) (CPA) Share of Share of Voice Culture
    27. 27. Connection Planning
    28. 28. WHO DOES CONNECTION PLANNING? Media Buying and Planning Agencies, Ad Agencies
    29. 29. TOOLS MEDIA CLUTTER I want to talk about how connections planning helps brands break through the media clutter.
    30. 30. go where people are, not where media is found Copy: “Hey, city that never sleeps. Wake up.” Product: Folgers
    31. 31. go where people are, not where media is found Copy: “Keep Playing” Product: A Venice Italy Casino
    32. 32. know the time and place of your message Copy: “To all those who use our competitors’ products: Happy Father’s Day.” Product: Durex condoms
    33. 33. media that makes people participate Message: Make trash a sport Product: Nike
    34. 34. http://www.youtube.com/watch?v=oLZPIqwMmvk
    35. 35. Oasis Dig Out Your Soul BBH NYC User Generated Content Reinventing an album launch http://www.youtube.com/watch?v=Qo_Bex8zmuQ
    36. 36. Transmedia Planning
    37. 37. Branding as Matching Luggage This doesn’t work in Transmedia Planning Storytelling is incredibly important here
    38. 38. WHO DOES TRANSMEDIA PLANNING? Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
    39. 39. WHAT DOES TRANSMEDIA PLANNING PRODUCE? Alternate Reality Games, Worlds that Brands Create, Remixed Content
    40. 40. TOOLS COMBINE AND REMIX I want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.
    41. 41. TRUE BLOOD LAUNCH CASE STUDY 1 2 3 4 5 CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston
    42. 42. http://www.youtube.com/watch?v=9u-TWKHS6Gg Dark Knight - Why So Serious 42 Entertainment Community Experience ARG
    43. 43. Propagation Planning
    44. 44. WHO DOES PROPAGATION PLANNING? Social Media Firms, Communication Planning Firms, Ad Agencies
    45. 45. WHAT DOES PROPAGATION PLANNING PRODUCE? Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies
    46. 46. TOOLS SHARE AND INFLUENCE
    47. 47. OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF TURNING THE FUNNEL ON ITS SIDE BBDO Sydney
    48. 48. SO HOW DO YOU PLAN WITH BOTH OLD FUNNEL AND NEW FUNNEL OBJECTIVES?
    49. 49. EXPAND YOUR DEFINITION OF MEDIA Group M, 2008 Account Planning Conference in Miami
    50. 50. BRING NEW THINKING TO COMMUNICATION PLANNING PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach
    51. 51. The Great Schlep Droga 5 Branded Content PR as reach 342 million impressions Social media distribution http://www.youtube.com/watch?v=-c3ImbC2BBk
    52. 52. Plan not for the people you reach, but the people they reach Grandchildren of Jewish Florida Voters Jewish Florida Voters 52
    53. 53. WANT MORE?
    54. 54. GRIFFIN FARLEY - Sr. Brand Planner GRIFFIN.FARLEY@22SQUARED.COM WWW.PROPAGATIONPLANNING.COM CONTACT
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