Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What is Comms Planning?

4,175 views

Published on

Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.

Published in: Marketing

What is Comms Planning?

  1. 1. WHAT IS COMMS PLANNING? Julian Cole headofcommsplanning,bbhnyc
  2. 2. theroleoftheComms Plannersina creativeagencyistoprovidestrategic rigourtotheimplementationofacampaign idea
  3. 3. idea INTEGRATED campaign client brief brand planners help bring a single focus comms planners help bring a single idea to life
  4. 4. idea KPIS comms planners help bring a single idea to life comms framework brandecosystem consumer journey INTEGRATED CAMPAIGN
  5. 5. startingtounpackanideahappens,beforeyouhavethe idea commsframework brandeco-system kpis
  6. 6. Strategic Value Target Campaign Idea Comms Pillars Barrier Comms Tasks Recommended Channels
  7. 7. Strategic Value Target Campaign Idea Comms Pillars Barrier Comms Tasks Channels The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style #DONTGOHOMECOMMSFRAMEWORK
  8. 8. keytooltogettingto barriers,commstasks, channelsistheconsumer journey
  9. 9. createacommsjourneyfor thelastbrandcampaignyou workedon orvolvotrucks(vandamme’sepicsplits)
  10. 10. wanttolearnmoreabouthowtocreateagreatconsumer journey.checkoutthesepresentations
  11. 11. commspillars
  12. 12. mckinseyconsumerjourney
  13. 13. Strategic Value Target Campaign Idea Comms Pillars Barrier Comms Tasks Channels The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Trigger The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Active Consideration The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Purchase #DONTGOHOMECOMMSFRAMEWORK
  14. 14. barriers
  15. 15. BARRIERS Two key components to a barrier • Target audience • Current behavior/thought of the target
  16. 16. TRIGGER The NS doesn’t think Cole Haan or the Chelsea Pump is relevant for them ACTIVE CONSIDERATION The NS doesn’t actively seek information on Cole Haan products so we don’t expect them to do this for the Chelsea Pump either PURCHASE The NS doesnt visit the store by giving them incentives inside and outside the brick and mortar locations that remind them of the Chelsea Pump’s style / lifestyle value in their lives
  17. 17. Strategic Value Target Campaign Idea Comms Pillars Barrier Comms Tasks Channels The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Trigger The NS doesn’t think Cole Haan or the Chelsea Pump is relevant to them The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Active Consideration The NS doesn’t actively seek information on Cole Haan products so we don’t expect them to do this for the Chelsea Pump either The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Purchase The NS doesn’t visit the CH store #DONTGOHOMECOMMSFRAMEWORK
  18. 18. commstasks
  19. 19. COMMS TASKS Two key components to a Comms Task • Consumer Behavior (what do you want the consumer to do or feel?) • Brand Action and Message (what are you going to do to make them do or feel this way?)
  20. 20. TRIGGER Cause a revelation in the target by giving them experiences that prove the Chelsea Pump helps them stay out through the night in style ACTIVE CONSIDERATION Get the target to realize product benefits by positively interrupting them in their lives with information on how the Chelsea Pump’s Nike Technology helps them move through the night PURCHASE Get the NS to purchase the product by giving them incentives inside and outside the brick and mortar locations that remind them of the Chelsea Pump’s style / lifestyle value in their lives Consumer Behavior Brand Action and Message
  21. 21. Strategic Value Target Campaign Idea Comms Pillars Barrier Comms Tasks Channels The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Trigger The NS doesn’t think Cole Haan or the Chelsea Pump is relevant to them Cause a revelation in the target by giving them experiences that prove the Chelsea Pump helps them stay out through the night in style The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Active Consideration The NS doesn’t actively seek information on Cole Haan products so we don’t expect them to do this for the Chelsea Pump either Get the target to realize product benefits by positively interrupting them in their lives with information on how the Chelsea Pump’s technology helps them move through the night The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Purchase The NS doesn’t visit the CH store Get the NS to purchase the product by giving them incentives inside and outside the brick and mortar locations that remind them of the Chelsea Pump’s style / lifestyle value in their lives #DONTGOHOMECOMMSFRAMEWORK
  22. 22. createacommsframework forthecommsjourney
  23. 23. CHANNELS
  24. 24. commstaskstochannels/tactics The Comms Planner then works to come up with how the whole idea will work. With the Media Planner to work out what are the best channels to answer that task brief. The first step to coming up with a channel strategy is doing a brand ecosystem audit
  25. 25. brandeco-system The Brand Eco-System is key in three phases it helps when you are trying understand how a brand currently communicates with their customers. • Audit • Implement • Measure
  26. 26. Strategic Value Target Campaign Idea Comms Pillars Barrier Comms Tasks Channels The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Trigger The NS doesn’t think Cole Haan or the Chelsea Pump is relevant to them Cause a revelation in the target by giving them experiences that prove the Chelsea Pump helps them stay out through the night in style OOH - Street Signs, Banners, PR The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Active Consideration The NS doesn’t actively seek information on Cole Haan products so we don’t expect them to do this for the Chelsea Pump either Get the target to realize product benefits by positively interrupting them in their lives with information on how the Chelsea Pump’s technology helps them move through the night Drag Queen, Food Truck The New Sartorialist #dontgohome Encourage New Yorkers to stay out and experience more of the night in style Purchase The NS doesn’t visit the CH store Get the NS to purchase the product by giving them incentives inside and outside the brick and mortar locations that remind them of the Chelsea Pump’s style / lifestyle value in their lives Food Truck, Pop Up Stores #DONTGOHOMECOMMSFRAMEWORK
  27. 27. campaignrollout 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
  28. 28. AUG SEP OCT NOV DEC JAN CAMPAIGNROLLOUT TV/CINEMA PRINT/OUTDOOR FACEBOOK/TWITTER IN STORE ACTIVATION DIGITAL HUB PRODUCT DEMO VIDEOS BAR ACTIVATION TASK 1 TRIGGER TASK 2 ACTIVE CONSIDERATION TASK 3 INVITE STANDARD BANNERS
  29. 29. CAMPAIGNECO-SYSTEM INSTORE ACTIVATIONS FACEBOOK/ TWITTER DIGITAL HUB IN-BAR ACTIVATIONS TV/CINEMA PRINT/ OUTDOOR BANNERS (RICH AND FLASH) SEARCH INDIRECT DIRECT TYPE OF LINK
  30. 30. keyperformanceindicators 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
  31. 31. GOALFORDIGITALHUB METRIC FOR SUCCESS C TARGET ACTUAL TRIGGER IMPRESSIONS OVERALL IMPRESSIONS 30,000,000 45,000,000 SEARCH INTEREST INCREASE IN BRAND SEARCH VOLUME VS. COMPETITION 5% 7% ACTIVE CONSIDERATION KEY IMAGE ATTRIBUTES IS A SPORTS LIFESTYLE BRAND IS A BRAND FOR ME 52%/46% 42%/66% PURCHASE INTENTION TOP 3 SPORTS LIFESTYLE BRANDS 52% 66% VISITS TO THE SITE 500,000 568,120 TIME ON SITE 2:20 1:45 EXIT POLL ON SITE IS A SPORTS LIFESTYLE BRAND IS A BRAND FOR ME 75%/60% 86%/76% EXIT POLL ON SITE ADDS VALUE TO MY NIGHT OUT VS. CONTROL 20%+ 25% PURCHASE PURCHASE/SALES GROWTH 8% 10.4%
  32. 32. 5 greatresources seminal book on comms planning space race - an inside view of the future of communications planning - jim taylor new book on behaviour change The advertising effect: how to change behaviour - Adam Ferrier book on the basics of media planning how to navigate the media flow - hamish pringle and jim marshall 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

×