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 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.

First Job in Advertising It
also hit home for me because my first job in advertising was marketing toys.

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.

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.

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.

Brand Planning

WHO DOES BRAND PLANNING? Research
and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies

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

TOOLS TELL PRODUCT STORIES I
want to talk about how brand planning can tell product stories better.

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?

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

Account Planning

WHO DOES ACCOUNT PLANNING? Ad
Agencies

Before Account Planning Client Account
Director Creative Research Book: How to Plan Advertising

After Account Planning Client Account
Account Director Planner Creative Book: How to Plan Advertising

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

TOOLS FINDING INSIGHT I want
to talk about how account planning can help find better insights.

Deliverable: An Insight Where do
insights come from?

Deliverable: Big Idea Product/ Service
Competition Consumer Big Idea Typical Agency Planning Model

Haagen-Dazs Goodby Silverstein Societal Platform
Political Action PR Social http://www.effie.org/winners/showcase/2009/3595

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/?award=2

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

Connection Planning

WHO DOES CONNECTION PLANNING? Media
Buying and Planning Agencies, Ad Agencies

TOOLS MEDIA CLUTTER I want
to talk about how connections planning helps brands break through the media clutter.

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.” Product: Durex condoms

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 http://www.youtube.com/watch?v=Qo_Bex8zmuQ

Transmedia Planning

Branding as Matching Luggage This
doesn’t work in Transmedia Planning Storytelling is incredibly important here

WHO DOES TRANSMEDIA PLANNING? Communication
Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films

WHAT DOES TRANSMEDIA PLANNING PRODUCE?
Alternate Reality Games, Worlds that Brands Create, Remixed Content

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.

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

http://www.youtube.com/watch?v=9u-TWKHS6Gg Dark Knight - Why
So Serious 42 Entertainment Community Experience ARG

Propagation Planning

WHO DOES PROPAGATION PLANNING? Social
Media Firms, Communication Planning Firms, Ad Agencies

WHAT DOES PROPAGATION PLANNING PRODUCE?
Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies

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, but the people that they reach

The Great Schlep Droga 5
Branded Content PR as reach 342 million impressions Social media distribution http://www.youtube.com/watch?v=-c3ImbC2BBk

Plan not for the people
you reach, but the people they reach Grandchildren of Jewish Florida Voters Jewish Florida Voters 52

WANT MORE?

GRIFFIN FARLEY - Sr. Brand
Planner GRIFFIN.FARLEY@22SQUARED.COM WWW.PROPAGATIONPLANNING.COM CONTACT