Key internal concept Often a
campaign boils down to an internal concept that can't be communicated directly to the users, but that helps guide the marketing efforts. An example could be "Focus on x and y as strengths and limit exposure to the weak z". This would guide your efforts, but it's rarely something that you will say in public.
Brand truth What is the
core value that is always represented by the product/brand? What is the emotional aspect that will most resonate with the audience? What does the brand stand for?
Sales/Box Office/Conversion results What are
the past performance of the product? What is the performance of similar, comparable products? Show with a chart the comparison. Use $ as a metric for the first research slides.
Internet metrics Lots of data
is freely available on the Internet: facebook likes, instagram followers, YouTube views. Which of these would be relevant for the product/brand? Show them with one or more graphs.
Google Trends Google Trends is
a great free research tool that you can use to track your product over time and compare it to competitors. Show the most relevant graphs. One graph per slide.
Positioning relative to competitors Further
elaborate your positioning relative to the competitors. How will your positioning help you distinguish from them? Why should the consumer choose your product instead of the competition?
Timeline Visually show the timeline
of the campaign. Are there multiple beats? Are you teasing and revealing in different moments? Do all media deliver the message at the same time?
Media Partnerships Is it important
to partner with a specific media to deliver your message to the target? What does this media partner look like? What could you activate together?
Media recommendations What media and
channels should you use? Will this be an all digital campaign? Or does it make sense to invest in Outdoor or TV advertising? Are you using programmatic buying options or dealing with media vendors? Is this a brief for the media agency? Or do you already have in mind the vendors and channels that you wish to use?
Social paid media Social media
will play an important role in this template. In the meantime do you plan on investing in paid social? With what objectives? When in the timeline of the campaign will this happen?
Messaging Think beyond the main
copy: will you have a call to action? Do you need to acknowledge partners? What would be the best way for your messaging to align with the overall goals of the campaign?
Online PR angles What are
the angles that you can use to approach your brand in order to develop stories that you can pitch to different media?
Online PR contents What will
your Press Kit look like? What assets will you develop specifically for the PR campaign? How do you plan to use those assets? Will you run exclusives or distribute as widely as possible?
Channel name Describe how you
can work with one or more distribution partners to further reach the campaign goals. Think in this case of all the retailers that will market your product (Exhibitors, Digital Stores, Big Box Retailers).
Partner name Will you work
with partners outside of your specific industry? For instance: a beverage, a line of toys, a retailer that does not carry your product? Describe the partner and the mechanic.
You're done! Go back to
slide 3 and fill in the executive summary. Then delete slide 2 and these last two slides and you're good to go. Many thanks for using this template. The template is in the public domain. No credit is necessary. This template was developed by: La Fabbrica della Realt� - Entertainment Marketing Consulting https://www.lafabbricadellarealta.com/