The document outlines a plan for implementing 'Big Brand Moments' (BBM) over the year, which involves forming a workgroup and selecting key events that align with company values. It emphasizes strategic scheduling, target audience identification, and selecting appropriate media channels to achieve measurable goals for each BBM. It concludes with a reference to a budget and resources available for further planning.

1. Big Brand Moments Year Plan
|. COMPOSE A WORKGROUP.
Select people from different departments and
at least one of the management to create
support for the plan. The workgroup can be
used to fall back on at certain moments.
||. CHOSE YOUR BIG BRAND MOMENTS.
Chose the announcements, projects,
whitepapers or events that support your
key values best.
|I|. PLAN THE BIG BRAND MOMENTS.
Determine when the BBM will take place.
About once every 1,5 months. Always chose
a tuesday, wednesday or thursday and move
the BBM away from holidays and such.
|V. CHOSE YOUR TARGETGROUP FOR EACH
BBM. Every company, product or service
needs communication. Whether it's B2B, B2C
or internal communication. Determine those
directly involved, the inner circle and
the external suppliers.
WHEN
WHO
V. DETERMINE WHICH MEDIA YOU’LL TO USE.
Chose the channels that can reach your target
audience the best. A worldwide campaign,
national printing campaign, by social media,
with pr or a personal invitation.
V|. WHAT’S YOUR GOAL? Do you want more
brand awareness or brand activation?
Secure these in measurable numbers, else you
won't have anything to celebrate. Do this for
every BBM.
1
name
name
name
name
2
WHAT OR WHY
HOW
TARGET
name
name
name
3
Company / product
Vision
4
Mission
5
Ambition
6
7
Year Budget
Download on slideshare.com the Big Brand Moments Yearplanning & the Big Brand Moment Back Planning. This BBM model is developed at Bohemia Amsterdam.