1. STRATEGIC
PLANNING
IN ADVERTISING
By Gri n Farley for the Tampa Ad2 Club
September 2009

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

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. 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. 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. Brand Planning

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

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

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. 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. Account Planning

14. WHO DOES
ACCOUNT PLANNING?
Ad
Agencies

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

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

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

19. Deliverable: An Insight
Where do insights come from?

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

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

22. Media Planning

23. WHO DOES
MEDIA PLANNING?
Media Buying and Planning Agencies, Ad Agencies

24. TOOLS
LEVERAGE PARTNERS
I want to talk about how media planning can leverage partners better.

25. Lexus
Team One
Publishing
Content
Customization
http://work.canneslions.com/media/?award=2

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. Connection Planning

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

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

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

31. go where people are, not where media is found
Copy: “Keep Playing”
Product: A Venice Italy Casino

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. media that makes people participate
Message: Make trash a sport
Product: Nike

34. http://www.youtube.com/watch?v=oLZPIqwMmvk

35. Oasis Dig Out Your Soul
BBH NYC
User Generated Content
Reinventing an
album launch
http://www.youtube.com/watch?v=Qo_Bex8zmuQ

36. Transmedia Planning

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

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

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

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

43. Propagation Planning

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

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

46. TOOLS
SHARE AND INFLUENCE

47. OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF
TURNING THE FUNNEL ON ITS SIDE
BBDO Sydney

48. SO HOW DO YOU PLAN WITH BOTH
OLD FUNNEL AND NEW FUNNEL OBJECTIVES?

49. EXPAND YOUR DEFINITION OF MEDIA
Group M, 2008 Account Planning Conference in Miami

50. BRING NEW THINKING TO COMMUNICATION PLANNING
PROPAGATION PLANNING
Plan not for the people you reach, but the people that they reach

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

53. WANT MORE?

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