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  • http://whoa-adreambig.tumblr.com/ http://tessaemilyy.tumblr.com/ http://lulababy23.tumblr.com/ http://lovelaneyx3.tumblr.com/http://lovelotslaura.tumblr.com/ http://caitylynnmichele.tumblr.com/ http://mysummmerlove.tumblr.com/
  • The goal of this preso is to give you the right balance of theory and practice to effectively use the design tool know as personas in our work as plannersHelp you understand:WHAT a persona isWhat makes it different from a market segmentation, very important and occasionally subtleWHEN personas should be created; how to recognize the conditions under which it makes sense to create personasHOW to make them and use themResearchStructureHow to work with ID Socialization and buy-inWHY personas make sense and how to sell them up the chainRoadblocksSocialization and buy-in
  • Through the process of humanizing, dramatizing, narrating, they bring to life the xyz of a RELEVANT USERRelevant meaning they have been identified as an important type of person to consider when engaging in a design exercise… could be the largest group of users, a specific extreme within a group of user, etc…What makes a user relevant to us? Could be a number of things, but want to start with an obvious one… business value.
  • Presentation 1

    1. 1. The World of PlanningBrittany DiamondMiami Ad School Bootcamp Week 1October 5-7 Proprietary & Confidential. © 2011 R/GA All rights reserved.
    2. 2. Welcome!Proprietary & Confidential. © 2011 R/GA All rights reserved. /2
    3. 3. /PlanningWhat is planning?What is a planner? Proprietary & Confidential. © 2011 R/GA All rights reserved. /3
    4. 4. What is account planning?ac·count planning [uh-kount] [plan-ing]noun1.Account: an oral or written description of particular events or situations; narrative: anaccount of the meetings; an account of the trip.2. Planning: The act or process of making a plan3. Strategy, problem solving, storytelling, branding, brand visions, brandpositioning, marketing, advertising, marketing communication, marketresearch, ethnography, blah, blah, too difficult to define Proprietary & Confidential. © 2011 R/GA All rights reserved. /4
    5. 5. A planner is a…ResearcherUncovers information and insights about the brand,category, consumer and culture through qualitative& quantitative research.Psychologist + AnthropologistUnderstands and reveals the way people think and behave.AnalystInterprets data and identifies meaningful implications.TranslatorCommunicate the client‘s business objectives and challenges, as well as yourfindings, to the creative team in a &simple and R/GA All rights reserved. Proprietary Confidential. © 2011 clear way. /5
    6. 6. A planner is also a…Problem SolverWorks towards developing solutions that both help clients with their business challengesand help consumers with their needs and desires.Artist / WriterUses creativity to paint a picture of what‘s going on, craft a strategy and tell a story.StorytellerPresents the assignment, situation, findings, and strategy in a compelling, cohesive way.MuseInspires creatives to make awesome (and effective) work. Proprietary & Confidential. © 2011 R/GA All rights reserved. /6
    7. 7. The value of plannersEnsures creative work resonates with target audienceIdentifies consumers‘ unmet needsDiscovers how the brand can provide value to consumersHelps everyone see the big picture: creating relationships between brands and consumers,not just selling productsBrings interesting things to light that help stir up creative ideasKeeps everyone focused on the problem at handMakes sure the work is not just cool, but also effectiveSupports creative ideas when selling them to the client(these are just some, there are many more) Proprietary & Confidential. © 2011 R/GA All rights reserved. /7
    8. 8. Creative/BriefsWhat do only planners create? Proprietary & Confidential. © 2011 R/GA All rights reserved. /8
    9. 9. What is a creative brief?The holy grail for plannersA summation of everything that is important to know for a project:the background, brand challenge, objectives, target audience, insight and creative strategyGives the creative team direction and inspirationKeeps everyone on the same pageRanges from a one page word document to a robust presentation Proprietary & Confidential. © 2011 R/GA All rights reserved. /9
    10. 10. Two types of creative briefsVision Brief • Document to capture the highest level of strategic thinking on the brand • The Vision Brief is for the larger idea that leads to a fundamental business/cultural shift for the brandPractice Brief • Document to inspire and direct creative for individual tasks • The Practice Brief is around a specific project 1) Macro target and mindset that needs to be a addressed 2) The desired end-state for the brand 3) Pivotal idea that will get&us there R/GA All rights reserved. Proprietary Confidential. © 2011 / 10
    11. 11. The Vision Brief Proprietary & Confidential. © 2011 R/GA All rights reserved. / 11
    12. 12. Client: Vision Brief How do consumers see it? How does the brand Existing Brand Context currently behave? It‘s past up‘s and downs? The business challenge Who do we need to engage What are they currently doing The shift The new idea that will cause this Support Other considerations Proprietary & Confidential. © 2011 R/GA All rights reserved. / 12
    13. 13. Client: Vision Brief Existing Brand Context What direction does the company want to compete in? The business challenge What is opportunity? Reinvent? Redefine? Protect? Be positive. Who do we need to engage What are they currently doing The shift The new idea that will cause this Support Proprietary & Confidential. © 2011 R/GA All rights reserved. / 13 Other considerations
    14. 14. Client: Vision Brief Existing Brand Context The business challenge At the highest level, what are they interested in? What Who do we need to engage motivates them? Who is the ―core‖ customer we need to have participate? What are they currently doing The shift The new idea that will cause this Support Other considerations Proprietary & Confidential. © 2011 R/GA All rights reserved. / 14
    15. 15. Client: Vision Brief Existing Brand Context The business challenge Who do we need to engage What are they currently doing What are they doing now? What is Status Quo? The shift The new idea that will cause this Support Other considerations Proprietary & Confidential. © 2011 R/GA All rights reserved. / 15
    16. 16. Client: Vision Brief Existing Brand Context The business challenge Who do we need to engage What are they currently doing What is the shift/change we want to cause? What is the The shift consumer shift that will achieve the business advantage? The new idea that will cause this Support Proprietary & Confidential. © 2011 R/GA All rights reserved. / 16 Other considerations
    17. 17. Client: Vision Brief Existing Brand Context The business challenge Who do we need to engage What are they currently doing The shift The new idea that will cause this What will change the brand? Support Other considerations Proprietary & Confidential. © 2011 R/GA All rights reserved. / 17
    18. 18. Client: Vision Brief Existing Brand Context The business challenge Who do we need to engage What are they currently doing The shift The new idea that will cause this Support What products/services do they have that support this? Other considerations Proprietary & Confidential. © 2011 R/GA All rights reserved. / 18
    19. 19. Client: Vision Brief How do consumers see it? How does the brand Existing Brand Context currently behave? It‘s past up‘s and downs? What direction does the company want to compete in? The business challenge What is opportunity? Reinvent? Redefine? Protect? Be positive. At the highest level, what are they interested in? What Who do we need to engage motivates them? Who is the ―core‖ customer we need to have participate? What are they currently doing What are they doing now? What is Status Quo? What is the shift/change we want to cause? What is the The shift consumer shift that will achieve the business advantage? The new idea that will cause this What will change the brand? Support What products/services do they have that support this? Proprietary & Confidential. © 2011 R/GA All rights reserved. / 19
    20. 20. The Practice Brief Proprietary & Confidential. © 2011 R/GA All rights reserved. / 20
    21. 21. Client: Practice Brief Brand Challenge Objectives People Insight The ideaReasons to Believe Connections Other stuff Proprietary & Confidential. © 2011 R/GA All rights reserved. / 21
    22. 22. Levi’s Curve ID: Creative Brief Brand Levi’s launched Curve ID last year, an entirely new fit platform for women based on her shape and not just her size. The system is comprised of 4 distinct curves – Slight, Demi, Bold and Supreme. This spring Levi’s will continue to promote Curve ID with the seasonal style news of ankle skinny jeans. Challenge We need to use digital to raise awareness of Levi’s Curve ID. Awareness is low among women because: 1) Women think Levi’s is for men, so they don’t pay attention to anything they see from Levi’s. The brand is not in their(Assignment + problem) consideration set. Also, they don’t perceive Levi’s jeans to be stylish or sexy. 2) Women don’t understand what Curve ID is. The print ads don’t effectively explain the system. Objectives • Drive awareness that Levi’s is for women • Drive awareness and education of the Curve ID system People “Conventional” women, 25+, who like to stay current with fashion but not set the trend, and “Progressive” women, 18-34, who boldly set their own style. They first and foremost want jeans that are flattering on them. This is not easy to find, though, because jeans fit each person differently and the sizes, styles and brands of jeans rarely fit consistently. It takes women a long time to find a pair that makes them feel sexy. Jeans shopping also forces women to scrutinize their bodies, often at their biggest problem areas. They look at the mirror thinking how they wish their stomach was flatter, legs were longer, butt was tighter. They leave the store feeling that they need to eat less and workout more. Insight Shopping for jeans is unpleasant. It often leaves women feeling stressed, frustrated and self-conscious. “It’s the next worst thing after bathing suit shopping.” The Idea The Jeans Shopping Revolution Teach women that Curve ID provides a completely new and different approach to jeans shopping. It helps women sort through the clutter of brands and sizes to find the right pair for their body, saving them from the pain of trying on jeans that look bad on them and feeling bad about themselves. Curve ID transforms jeans shopping from stressful to stress-free, from anxiety-ridden to confidence-boosting. Reasons to Believe Levi’s has equity in knowing jeans. They measured over 60,000 women to build a system that knows women and caters to every woman’s body type and shape. Online, Curve ID provides a simple how-to guide that helps women get their ID and find the perfect jeans. In store, Levi’s provides custom fittings. Considerations Must leverage the ATL& Confidential. © 2011 R/GA All rights reserved. Proprietary (Above The Line) Spring campaign aesthetic. / 22
    23. 23. Good BriefsProvide a clear understanding of the target audience and the role of the product in their livesProvide focus AND inspirationWritten collaboratively with creativesSpeak the TRUTHProvocative (when appropriate) Proprietary & Confidential. © 2011 R/GA All rights reserved. / 23
    24. 24. Good Briefs are BRIEF―I have made this letter longerthan usual because I lack thetime to make it short.‖Blaise Pascal, 1656 Proprietary & Confidential. © 2011 R/GA All rights reserved. / 24
    25. 25. Bad Briefs: What not to doDon‘t use generic, overused marketing speak. Say what you mean, don‘t dance around it.Don‘t use big words just to sound smart.Don‘t include details that aren‘t important or relevant to the project.Don‘t try to make the ―single most compelling idea‖ sound like a headline.Remember: you are creative, but you aren‘t THE creative…your job is to provide creativedirection and inspiration, not to come up with the creative idea for the campaign. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 25
    26. 26. Briefing decks should beinteresting and inspiring Proprietary & Confidential. © 2011 R/GA All rights reserved. / 26
    27. 27. THE WAY TO MY HEART.I’ve always wanted someone to name the little things I do.Like in all the movies. Because that means for more than a few seconds youwere watching me and noticing what makes me tick and what makes me happy.I love that. I think when I meet the right guy he will do it. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 27
    28. 28. What is an Insight?A human truthin·sight (nst)n.1. The capacity to discern the true nature of a situation; penetration.2. The act or outcome of grasping the inward or hidden nature of things or of perceiving inan intuitive manner.It is not a data point that you found in your research. It‘s something that you observe,instinctually realize, piece together or arrive at. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 28
    29. 29. Insights fuel creative ideas You uncover an insight You create a strategy based on the insight Creatives come up with ideas based off your insight and strategy Proprietary & Confidential. © 2011 R/GA All rights reserved. / 29
    30. 30. Case Study from Miami Ad SchoolBackground:NuvaRing wanted to get women taking birth control to switch to its vaginal ring birth controlChallenge:Women were afraid of it. It‘s totally foreign to them. They didn‘t feel it would be comfortableand they worried they wouldn‘t know how to use it.People:Women currently on the pillInsight:Women just accept that taking the pill everyday is a daily stress.The Idea: Re-think the pill.Remind women how annoying it is to have to take the pill every day. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 30
    31. 31. What we did Note: The quality of this execution is not the norm for Ad School, so don‘t compare what you see this semester to this. This was way above and beyond most work presented while I was at the Bootcamp. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 31
    32. 32. What NuvaRing did―Break Free from the Pack‖http://www.youtube.com/watch?v=mb49mo5uvE0 Proprietary & Confidential. © 2011 R/GA All rights reserved. / 32
    33. 33. There’s isn’t a right or wrong insight orcreative solutionWe were the only team whose strategy was to present the pill as the enemy, rather thanfocus on NuvaRing.Although NuvaRing used the same approach as us, there were still lots of other GREATideas in the class. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 33
    34. 34. Personas +/ProfilesHow do you bring the consumer to life? Proprietary & Confidential. © 2011 R/GA All rights reserved. / 34
    35. 35. THE WHAT, WHEN,HOW, & WHY OF WHO Proprietary & Confidential. © 2011 R/GA All rights reserved. / 35
    36. 36. Behaviors Needs Goals Desires …of a Motivations SPECIFICHUMANIZE Attitudes Decision Factors USERDRAMATIZE Pain Points For a InfluencersNARRATE… Neuroses SPECIFIC Complexes REASON Deepest Fears Proprietary & Confidential. © 2011 R/GA All rights reserved. / 36
    37. 37. Allison Allison Age Education Employment 35 College-graduate Works full time at PR firm Marital Status Married The Conventional Kids Daughter,: Ella, 1 The Conventional Woman Location Haverford, PA “I just want to look good” Balancing her job and taking care of her daughter Ella, Allison look goodmuchme, to shop. When hard to find.” “I simply want jeans that doesn’t have on time but that’s it comes to jeans though, she will make time. They are not something she can buy on a whim. Allison follows the trends and likes to buy clothes thinks now: Levi’s is forbut she doesn’t seek to be ahead of the tren What she that are stylish, men What we want her to think: Oh wow, Levi’s is for women, too. I want to try their Curve ID and get a pair.Shopping Behaviors “Now that I’m back to working full time and have a family to take care of, I don’t have much time for shopping anymore. Online shopping and style websites are total life savers! I still like• Tries to look “put together” to follow the trends and buy stylish clothes. I tend to stick to the brands that I know and wear• Chooses popular brands and styles• Seeks “flattering” first styles that are popular, as long as I can pull them off. My main concern is just looking good. The one type of shopping I will make time for is jeans. As much as I hate it, (it’s only secondOnline Behaviors worst to bathing suit shopping) it’s not something I can do on a whim or take lightly.• Reads ratings & reviews It’s really hard to find a pair that fits well and is flattering. And every pair fits differently.• Shops / looks at fashion sites and blogs There’s no consistency! Sometimes a brand will fit me, sometimes it won’t. Sometimes I’m a• Facebook , LinkedIn size 29, other times I’m a 30. A pair may look great on my friend, but horrendous on me.• Plays games• Gets info from company websites The first thing I look for when shopping for jeans is style or wash. When I’m trying on jeans, I• Reads about fashion, cooking, home décor, and travel think about whether I would wear them with heels or flats, and when I would wear them:• Looks up local events during the day, at work, going to the playground on the weekend, going out to dinner, etc.• Gets daily emails from favorite fashion companies with special offers and news Jeans shopping is also mentally draining because you are forced to really look closely at your• People.com, piperlime, Gilt, Stylecaster body, often at the parts you hate most (for me, it’s my stomach and thighs). Especially now that I’ve been through pregnancy, I cringe every time I look at my stomach. So when I do find aMobile Behaviors pair of jeans that look good on me, it’s very exciting. I feel accomplished and then I can’t wait• Blackberry (43% own smartphone) to wear them. Usually this only happens after a few grueling hours, though.”• Text, email, Facebook, research products
    38. 38. Cara Allison Age Education Employment 19 College Unemployed Marital Status Single The Conventional Kids None The Progressive Woman Location Brooklyn, NY “I just want to look good” Balancing her job and taking care of“I’m always looking for things that help meWhen it comes to jeans her daughter Ella, Allison doesn’t have much time to shop. show off my though, she will make time. They are not something she can buy unique style.” follows the trends and likes to buy on a whim. Allison clothes that are stylish, but she doesn’t seek to be ahead of the trend. She wears styles and brands once they become popular. When it comes to fash ion, and jeans especially, her top priority is looking good and feeling comfortable. What she thinks now: Levi’s is cool because it’s authentic. My guy friends like them. What we want her to think: Levi’s has some hot jeans that would be perfect for a unique, stylish outfit. I want a pair of my own.Shopping Behaviors• Love putting looks together “I came to New York City to study fashion design at Parson’s and I’m definitely enjoying it so• Chooses premium and emerging brands far. My friends (also aspiring artists) and I are always looking for new and interesting things to• Seeks a unique style try. I like stumbling across hole-in-the-wall restaurants and discovering new bands most people have never heard of. I also love fashion and experimenting with new styles.Online Behaviors• Visit fashion sites and blogs For me, style is about self-expression. I don’t want to look like everyone else. I check out a few• Facebook, Twitter, Youtube fashion blogs every day to get inspiration for putting outfits together, but I never copy anything• Watches videos and TV programs (live) exactly. I want my look to be my own.• Reads about fashion, music, celeb gossip• Looks up local events• Gets daily emails from favorite fashion Creating an outfit is like an art, and jeans are the palate you start with. Jeans set the tone for companies with special offers and news the rest of the items you choose to wear with them. What’s great about jeans is that there are• Manrepeller, Gawker, Sartorialist, so many different styles and can be part of tons of different looks. For example, for a casual stylelikeu, stylerookie, garancedore.fr/en look, during the day when I’m going to class or the coffee shop around the corner , I’ll throw on http://vanessajackman.blogspot.com/ a loose t-shirt or flannel shirt and my Tom’s shoes. At night, if I’m going out and want to look http://alltheprettybirds.blogspot.com hot, I may wear my high-waisted jeans with a cute blouse and pumps. Usually when I feelMobile Behaviors bloated or lazy I’ll wear my boyfriend jeans. I change it up all the time. like to take fashion risks. The outfits I wear sometimes may be seen as crazy, but at least they’re never boring!”• iPhone; (64% own smartphone)• Web, Text, Facebook, Navigation, Finance,
    39. 39. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 39
    40. 40. Maya Fitzgeralds The Ambitious Independent―The world is my playground.‖ My mom keeps asking me when I‘m going to Emotional Map settle down already and start a family. My reaction: What‘s the rush? Right now I‘m all about work hard, play hard. It‘s not that I don‘t want a family—that might be me some day– but right now I have nothing to hold me back from what I love to do: travel. There‘s nothing more fun than landing someplace you‘ve never been, meeting new people, and Age 29 soaking up a new culture. Geography St. Louis, MO I need some pampering too. Any one of my HH income $66,000 friends will tell you I‘ve never turned down a last minute spa weekend. Employment Pharmaceutical Sales Rep Proprietary & Confidential. © 2011 R/GA All rights reserved. / 40
    41. 41. Maya Fitzgeralds The Ambitious IndependentAUDIENCE NEEDS BRAND OPPORTUNITIES THINK (messaging) DO (experience) SHARE (community) Shopping is best when MasterCard offers me a new Give me an opportunity to see Give me ways to share my best shared. I never consider a view into my shopping and how others are shopping. Not with shopping victories. Offer me tools purchase final until my makes sharing automatic. the same ‗read and review‘ way, that work where I am regularly friends have weighed in on but in a way that tells more of a (e.g. Facebook, etc.) it. story I am saving up for my MasterCard gives me an Bring my spending to life in a Help me set better goals and give future (e.g., house, car) so I intuitive way to compare what more intuitive way than just a list me ideas for gifts within my have to be really diligent I‘m spending with what I want. of transactions. To me, seeing is budget. about my budget. But I love believing. splurging on my friends. I love to document my MasterCard provides me with I will share my information with a Give me new ways to share my travel. Photo albums, the tools to make my travel company I trust, as long as the combined passions of travel and emails to my friends, you more personal and experience is worth it. shopping. name it. meaningful… automatically. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 41
    42. 42. Target profiles and personas may not always be so in-depth.Don’t be overwhelmed by howmuch info is in these examples.
    43. 43. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 43
    44. 44. Things to keep in mind: Being a planner• You will be doing a lot more than writing briefs• Planners wear a lot of different hats• Be confident yet humble• Don‘t be afraid to ask questions• Be a good listener• Be proactive• Be provocative• Be sensitive when evaluating creative work• Be friends with your creative team• Be open minded• Always look at things from all perspectives• Don‘t use as many bullets on a slide as I have in this presentation Proprietary & Confidential. © 2011 R/GA All rights reserved. / 44
    45. 45. Things to keep in mind: Outside of work• Stay in touch with your classmates and teachers.• Remember that planners are really busy, so don‘t worry if you don‘t hear back from them immediately. Be patient. Sometimes you may need to follow up.• Make time to do the things you love outside of work. Proprietary & Confidential. © 2011 R/GA All rights reserved. / 45
    46. 46. Things to keep in mind: InterviewingTell a succinct story (elevator pitch): • For your case studies: explain the assignment, what you did, what you found, what your strategy was, and what work came out of itDo your homework on the companyCome prepared with questionsBe prepared to answer these questions:• Why do you want to be a planner?• What are you looking for in an agency?• What was the most challenging thing you‘ve worked on? How did you handle it?• What would be your ideal brand to work on and why?• What are some of your favorite campaigns? Why?• What do you like to do for fun? Proprietary & Confidential. © 2011 R/GA All rights reserved. / 46
    47. 47. Be passionateBe curiousBe interestingBe persistent Proprietary & Confidential. © 2011 R/GA All rights reserved. / 47
    48. 48. Thank You.

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