This is the first session that shows in a very general way the process to build a strategic planning input for a marketing and communication campaign

1. Strategic
Planning
Sessions
Jun. 2017

2. PLANNING
Make
the right ques4ons
to get
the right answers…
SESSION
ONE

3. PLANNING
¿What strategic planning is about?

4. PLANNING
now
tomorrow
Building a road map
to develop an
effec4ve campaign

5. PLANNING
¿How it
contributes to
the client
business?
¿What
consumer need
is solved?
¿How to
bring strategy
to life?

6. PLANNING
¿How is the Strategic Planning Process?
Brief Objec4ve Context
Consumer Strategy Ac4on Plan

7. PLANNING
¿What is the request from client?
Brief
¿What is the purpose of this brief?
¿What we have to do?
¿We can do it?
ü It is a good pracCce
start with the key
points of brief.
ü And make clear what
is the task and
deliverables of this
brief.

8. PLANNING
¿What do we want to achieve
with this campaign?
Objec4ve
¿How does this
objecCve(s) impact
business indicators?
¿How does this
objecCve(s) impact
consumer behavior?

9. PLANNING
¿What we have to know
to understand
the client business?
Context
Ask for figures to
understand market
behavior at least from
the last year
Make a
deepening
in the product, advantages
and disadvantages,
characterisCcs and
differenCal
value
Build a
benchmark to know
what compeCtors are
doing well and what are
their weaknesses

10. PLANNING
¿What need can we solve?
Consumer
¿What is the target
current behavior?
(Who are they?
What they like?
What they do daily?
What they prefer?...)
Behavior
Insight
¿What is the truth
inside the
consumer that can
detonate a change
behavior or touch
feelings?

11. PLANNING
¿What is the best road to take?
Strategy
This is
the start point
for creaCve idea.
It have to be
InspiraConal
for creaCve
team
¿What we want
target remember
about us?
¿What are the
common and
relevant fields
between consumer
and brand?

12. PLANNING
¿what we going to do
to make real the idea?
Ac4on Plan
¿what is the
conversion funnel
to change
consumer
behavior?
Communica4on
Stages
Channels
Strategy
Measuring
(KPI’s)
¿How, when and
where are going to
communicate the
campaign?
¿What indicators
should be
measured to show
the success of the
campaign?

13. PLANNING
If there is
something that does
not fit or does not
work ask yourself
again!

14. Thanks
Folks!