This document outlines a plan for a Big Brand Moment (BBM) campaign. It includes sections to describe the BBM, determine internal and external communication messages, evaluate goals and messaging, and select communication channels. The plan aims to connect the BBM content to core company values and effectively communicate the campaign internally and externally through various channels like homepage, blog, events, social media, and more. The agency Bohemia Amsterdam developed the BBM Back Plan template.

1. [ ] Big Brand Moments Back Plan
I. BIG BRAND MOMENT
Describe the content of
your BBM and to which
values they are connected.
Core Values
Start
Background of BBM Best Channel?
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What score would you
give ?
Big Brand Moment Title
V|. EVALUATION
How did it go?
Did you reach your goals?
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This BBM Back Plan is developed by Bohemia Amsterdam.
II. WHAT DO WE TELL OUR INTERNAL
COMMUNICATION TARGET GROUP? Determine the
internal single most important message.
III. WHAT DO WE TELL OUR EXTERNAL
COMMUNICATION TARGET GROUP? Determine the
internal single most important message.
|V. EVALUATIE What are the
targets?
INTERNAL / WHO when EXTERNAL / WHO IN or EXTERNAL / WHO
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when
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Who’s responsible for these channels? Who’s responsible for these channels? What needs improvement?
Who’s responsible for these channels?
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Is it sealed and delevered? Cross out if Yes Is it sealed and delevered? Cross out if Yes Done?
Is it sealed and delevered? Cross out if Yes
V. WHAT DO WE TELL OUR INTERNAL AND EXTERNAL TARGET GROUPS?
Determine the (new) single most important message.
6. 7. 8. 9. 10.
Which channels are
underperforming?
Which channels will we employ internally?
Homepage
Blog
Event
Newsletter
Press release
Facebook
Twitter
Direct Mailing
Advertisement
Poster / Billboards
Flyer
Invitation
Presentation
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Homepage
Blog
Event
Newsletter
Press release
Facebook
Twitter
Direct Mailing
Advertisement
Poster / Billboards
Flyer
Invitation
Presentation
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Homepage
Blog
Event
Newsletter
Press release
Facebook
Twitter
Direct Mailing
Advertisement
Poster / Billboards
Flyer
Invitation
Presentation
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Homepage
Blog
Event
Newsletter
Press release
Facebook
Twitter
Direct Mailing
Advertisement
Poster / Billboards
Flyer
Invitation
Presentation
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Homepage
Blog
Event
Newsletter
Press release
Facebook
Twitter
Direct Mailing
Advertisement
Poster / Billboards
Flyer
Invitation
Presentation
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1. 2. 3. 4. 5.
Which channels will we employ externally?
6. 7. 8. 9. 10.
1. 2. 3. 4. 5. 11. 12. 13. 14. 15. 16. 17. 18. 19.
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Which channels will we employ internally and externally?
11. 12. 13. 14. 15. 16. 17. 18. 19.
Positive Remarks
Negative Remarks
Positive Remarks
Negative Remarks
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19.
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Additional information
Big Brand Moment Budget