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What is Comms Planning?

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.

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WHAT IS
COMMS PLANNING?
Julian Cole
headofcommsplanning,bbhnyc
theroleoftheComms Plannersina
creativeagencyistoprovidestrategic
rigourtotheimplementationofacampaign
idea
idea INTEGRATED
campaign
client
brief
brand planners
help bring a single focus
comms planners
help bring a single idea to life
What is Comms Planning?
idea KPIS
comms planners
help bring a single idea to life
comms
framework
brandecosystem
consumer
journey
INTEGRATED
CAMPAIGN
startingtounpackanideahappens,beforeyouhavethe
idea
commsframework
brandeco-system
kpis
Ad

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What is Comms Planning?

  • 1. WHAT IS COMMS PLANNING? Julian Cole headofcommsplanning,bbhnyc
  • 3. idea INTEGRATED campaign client brief brand planners help bring a single focus comms planners help bring a single idea to life
  • 5. idea KPIS comms planners help bring a single idea to life comms framework brandecosystem consumer journey INTEGRATED CAMPAIGN
  • 7. Strategic Value Target Campaign Idea Comms Pillars Barrier Comms Tasks Recommended Channels
  • 8. 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
  • 16. 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
  • 18. BARRIERS Two key components to a barrier • Target audience • Current behavior/thought of the target
  • 19. 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
  • 20. 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
  • 22. 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?)
  • 23. 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
  • 24. 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
  • 27. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 34. 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
  • 35. 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%
  • 37. 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