The document outlines the structure and contents for a commercial plan. It provides templates and guidelines for different types of commercial communications, including main banners, follow-up materials, and footers. The templates specify elements like headlines, images, calls-to-action, and fonts. Sections cover topics such as new product launches, similar/alternative products, and weekly or weekend promotions.

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Commercial Plan 2015 Roberta Gottardo - Brand & Communication specialist@
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MAIN BANNER
Label: product name.
Headline: campaign name.
Copy: general description of the
product.
CTA (Discovery): Find out More
Image: styling or conceptual
representation.
Fonts: (I) Headline; (II) Body copy;
(III) CTA and Label.
FOLLOW-UP MATERIALS
Title: product / material name.
Copy: description of products.
Image: rendering set / styling
representation.
Fonts: (I) text prevailing sections;
(I) - (II) image prevailing sections.
Product type (not on sale):
commercial incentive on best
sellers / strongest products.
Message structure (headline
and body copy): product
values and characteristics.
Text on white background.
Standard CTA: written in
negative white; spot color
background.
Variable number of sections (with
a maximum of 6) depending on
theme and amount of contents.
Text section: title; subtitle;
characteristics of the product
(or material) from the main
theme.Written in negative
white; black background.
Image section: representation
of details.Title and subtitle
where appropriate.
Chosen for: similar /
alternative use; materials and
components; accessories.
No intersection with the main
product; preview of a product;
new product; external supplies.
SIMILAR / ALTERNATIVE
Main product or category
Description of materials
Alternative products
Chosen for: use; materials and
components; accessories.
Related products
Other products
Subhead: Complete your order with
Image: rendering set
Standard Label: product name + CTA
Subhead: You may also be interested in
Image: rendering set
Standard Label: product name + CTA
Subhead: Other products for your business
Image: rendering set
Standard Label: product name + CTA
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OTHER
RELATED
FOOTER
Reminder of an ongoing offer /
Related Sample pack / Services / Blog
As an alternative to WEEKLY PROMO
M T W T F
T W T F
Products on catalogue
M T W T FProduct News | website pages
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06
02
MAIN BANNER
Label: NEW + product name /
theme.
Headline: product name / theme.
Copy: general description.
CTA (Discovery): Find out More
Image: reprensentative styling of
the usage / rendering set.
Font: (I) Headline; (II) Body copy;
(III) CTA and Label.
FOLLOW-UP MATERIALS
Title: product / material name.
Copy: description of product.
Image: reprensentative styling of
the usage / rendering set.
Fonts: (I) text prevailing sections;
(I) - (II) image prevailing sections.
New product launch: not only
for the imminent launch but
also if it has recently occurred.
Message structure (headline
and body copy): product values
and characteristics.
Text on white background.
Standard CTA: written in
negative white; spot color
background.
Variable number of sections (with
a maximum of 6) depending on
theme and amount of contents.
Text section: title; subtitle;
characteristics of the product /
or material; enriching
informations.Written in negative
white; black background.
Image section: details / products
with possible title and subtitle.
No intersection with the main
product; preview of a product;
new product; external supplies.
Main product / category
Description of materials
Chosen for: use; materials and
components; accessories.
Related products
Other products
Subhead: Complete your order with
Image: rendering set
Standard Label: product name + CTA
Subhead: Other products for your business
Image: rendering set
Standard Label: product name + CTA
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OTHER
RELATED
FOOTER
Related Sample pack / Services / Blog
As an alternative to BRAND
M T W T FBrand | Editorial area | Blog
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02
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04
05
As an alternative to NEWS
Reminder of an ongoing offer /
Related Sample pack / Services / Blog
Subhead: HTML text
(e.g. Other products to...)
Image: rendering set
Standard Label: product name
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MAIN BANNER
Headline: campaign name;
HTML text.
Copy: editorial description of
the subject. HTML text.
Image: photo shooting.
Font: Google font.
Standard CTA: Find out more
02.1
DEEPENING
OF THE SUBJECT
Title: editorial HTML text ; black
background.
Copy: HTML text on white
background; editorial description.
Image: thematic photo shooting.
Font: Google font.
SIMILAR / ALTERNATIVE
Subhead: HTML text
(e.g. Discover the rest of ...)
Image: rendering set
Standard Label: product name
02.2
INTENDED USE /
POTENTIAL
DEVELOPMENT
Subhead: HTML text
(e.g. Types of products and uses)
Title: product name / use; written in
negative on a black background.
Copy: short description; HTML text
written in negative.
Image: thematic photo shooting.
Font: Google font.
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FOOTER
RELATED
PRODUCT
Commercial incentive on best sellers and strong product.
WEEKLY PROMO
Weekly discount on product or category.
PROMO WEEKEND
Short term focused discount.
NEWS
Brand new product or category launch; new landing
page or website page.
BRAND
Editorial area concernig products, Blog’s articles or other
themes (such as Teach and Tech).
Monday
Tuesday
Thursday
Wednesday
Friday
Format Commercial Plan 2015
Roberta Gottardo - Brand & Communication specialist
Contents strategy and organization of a commercial plan
As an alternative to PRODUCTS
M T W T FWeekly Promo | Time is Money
MAIN BANNER
Title: campaign name.
Subtitle: product and theme
Copy: discount description
(discount percentage; product on
sale).
CTA: Take advantage
Immagine: product on a frame,
simple texture in the background.
Fonts: (I) titles; (II) body copy;
(III) CTA.
Typology: focused discount on
a product.
Main features: the offer lasts
for 5 days (from 8.00 on
monday to 23.59 on friday)
Message: related to the theme;
value of the offer explained in
the body copy.
Standard CTA: written in
negative white; spot color
background.
Weekly Promotion
02FOOTER
Services / Blog
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MAIN BANNER
Title: campaign name.
Subtitle: campaign subtitle.
Copy: discount description
(discount percentage; product on
sale; technical specifications).
Fonts: (I) titles; (II) body copy;
(III) CTA.
Product typology: commercial
incentive on a product.
Main features: : the offer lasts for
2 days (from 8.00 on saturday to
23.59 on sunday).
Message: headline and subtitle
related to the theme; body copy
related to the offer.
Image: product highlighted with a
very simple design.
Standard CTA (sense of urgency)
with an active timer; spot color
background.
Disclaimer: starting and ending
date / hours of the offer; products
involved; possible restrictions; price
details (VAT included / excluded).
Promotion of the Weekend
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TIMER /
DISCLAIMER
FOOTER
Services / Related Sample pack
M T W T FPromo Weekend | Time to Buzz
Timer and disclaimer
FOREX®
AND CORREX
Chosen for: similar /
alternative use; materials and
components; accessories.
Subhead: You may also be interested in
Image: rendering set
Standard Label: product name + CTA
SIMILAR / ALTERNATIVEAlternative products