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![THIS METHOD OF THINKING
ABOUT [INSERT PLATFORM] IS
TOO GENERIC FOR
INTEGRATED BRAND
CAMPAIGNS.](https://image.slidesharecdn.com/benjaminzoll-140930110045-phpapp02/85/Benjamin-Zoll-Communication-Planning-36-320.jpg)
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Benjamin Zoll - Communication Planning
This document discusses communications planning and how it takes a consumer-centric approach. It provides an example of how Puma developed a campaign architecture around establishing the concept of an "after-hours athlete" to address losing relevance among youth. The process involved understanding barriers to the brand idea, then defining communications tasks and tactics across channels to move consumers through the purchase journey. It emphasizes analyzing where consumers encounter platforms like social media and reframing media as a means to continue the consumer journey, not just channels to advertise through.
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Benjamin Zoll - Communication Planning
- 1. New Media byBenjamin Zoll Comms Planner - BBH
- 2. A Special Thank-You Julian Cole Head of Comms Planning â BBH http://www.slideshare.net/juliancole Go there to learn a lot
- 3. New Media COMMSPLANNING REFRAMING MEDIA
- 4. What is CommsPlanning?
- 5. COMMS PLANNERS ARE RESPONSIBLE FOR THE MECHANICS OF THE CAMPAIGN BRAND PLANNERS ARE RESPONSIBLE FOR THE MESSAGE OF THE CAMPAIGN
- 6. Example Creative Process CLIENT BRIEF POSITIONING BIG IDEA COMMS TASKS CAMPAIGN TACTICS
- 7. Example Creative Process Brand Planners take the lead in getting to the positioning CLIENT BRIEF POSITIONING BIG IDEA COMMS TASKS CAMPAIGN TACTICS
- 8. Example Creative Process Comms planners take the lead in getting to the comms tasks & campaign tactics CLIENT BRIEF POSITIONING BIG IDEA COMMS TASKS CAMPAIGN TACTICS
- 9. Communications planning isthe consumer-centric approach to planning out a brandâs marketing objectives & communications
- 10. What is aconsumer-centric approach?
- 11. A CONSUMER-CENTRIC APPROACHINVOLVES GETTING THE BRAND TO THINK ABOUT THE BUSINESS PROBLEM FROM THE CONSUMERâS EYES
- 12. Consumers are complex.They want to hear different things from the brand at different times during the path to purchase
- 13. Every piece ofcommunication works in an ecosystem and each media channel affects the others We donât necessarily control all channels either
- 14. From Brand-Centric to Consumer-Centric SINGLE-MINDED IDEA CAMPAIGN PAID COMMUNICATION CHANNEL-DEPENDENT MESSAGES ECOSYSTEM ALL CONSUMER TOUCHPOINTS
- 15. Now for anExample
- 16.
- 17. Campaign Architecture BUSINESSPROBLEM POSITIONING CAMPAIGN IDEA BARRIER COMMS TASK TACTICS BARRIER BARRIER COMMS TASK TACTICS COMMS TASK TACTICS
- 18. Campaign Architecture BUSINESS PROBLEM Lost relevance with key youth market POSITIONING CAMPAIGN IDEA BARRIER COMMS TASK TACTICS BARRIER BARRIER COMMS TASK TACTICS COMMS TASK TACTICS
- 19. Business Problem toPositioning THE BRAND PLANNER LOOKS FOR THE INTERSECTION OF THE PRODUCT, CULTURAL, AND CONSUMER TRUTH THAT GIVES THE BRAND A UNIQUE, OWNABLE POSITIONING
- 20. Product Truth PUMACREATES SPORTS CLOTHES FOR EVERYDAY WEAR. THEY HAVE NEVER BEEN TOO SERIOUS, THEY ONLY SPONSOR ATHLETES THAT HAVE FUN WHILE COMPETING (PELE, USAIN BOLT) Cultural Truth SPORTS ADVERTISING IS DARK, OVERCOMPLICATED, TECHNICAL, SERIOUS, AND PAINFUL (JUST DO IT) Consumer Truth LIFE TO THEM WAS A GAME, THEY ARE HIGHLY COMPETITIVE BUT ONLY REALLY COMPETE WITH FRIENDS IN SOCIAL SITUATIONS
- 21. PUMA IS THEBRAND FOR THE AFTER-HOURS ATHLETE
- 22. Campaign Architecture BUSINESS PROBLEM Lost relevance with key youth market POSITIONING Puma is the brand for the after-hours athlete CAMPAIGN IDEA BARRIER COMMS TASK TACTICS BARRIER BARRIER COMMS TASK TACTICS COMMS TASK TACTICS
- 23. Campaign Architecture BUSINESS PROBLEM Lost relevance with key youth market POSITIONING Puma is the brand for the after-hours athlete CAMPAIGN IDEA Puma Social BARRIER COMMS TASK TACTICS BARRIER BARRIER COMMS TASK TACTICS COMMS TASK TACTICS
- 24. Barriers to CommsTasks AFTER THE BRAND IDEA HAS BEEN DECIDED, THE COMMS PLANNERS THEN IDENTIFY THE BARRIERS IN THE WAY TO ACHIEVING THAT POSITIONING. THEY DO THIS BY CREATING A CONSUMER JOURNEY TO WORK OUT THE BARRIERS, THEN CREATE THE COMMS TASKS THAT THE BRAND MUST ACHIEVE TO OVERCOME THESE BARRIERS.
- 25. The Barriers Barrier THE TARGET DOESNâT KNOW WHAT AN AFTER HOURS ATHLETE MEANS Barrier TARGET DOESNâT UNDERSTAND THE RELATIONSHIP BETWEEN PUMA & AHA Barrier HOW DO YOU MAKE SURE AN AHA IS A LEGITIMATE THING?
- 26. The Comms Tasks Comms Task 1 ESTABLISH THE AHA Comms Task 2 SHOW HOW PUMA ADDS VALUE TO THE AHA Comms Task 3 INVITE NEW CONSUMERS TO BECOME AHA Barrier THE TARGET DOESNâT KNOW WHAT AN AFTER HOURS ATHLETE MEANS Barrier TARGET DOESNâT UNDERSTAND THE RELATIONSHIP BETWEEN PUMA & AHA Barrier HOW DO YOU MAKE SURE AN AHA IS A LEGITIMATE THING?
- 27. Campaign Architecture BUSINESS PROBLEM Lost relevance with key youth market POSITIONING Puma is the brand for the after-hours athlete CAMPAIGN IDEA Puma Social BARRIER COMMS TASK Establish TACTICS BARRIER BARRIER COMMS TASK Add Value TACTICS COMMS TASK Invite TACTICS
- 28. Comms Tasks toChannels THE COMMS PLANNER THEN WORKS WITH MEDIA AGENCIES TO DETERMINE THE BEST CHANNELS FOR PROPAGATING THE MESSAGE. WE THEN GO AND BRIEF CREATIVE TEAMS/PUBLISHERS/AGENCY PARTNERS WITH THIS INFO.
- 29. The Tactics CommsTask 1 ESTABLISH THE AHA Comms Task 2 SHOW HOW PUMA ADDS VALUE TO THE AHA Comms Task 3 INVITE NEW CONSUMERS TO BECOME AHA Barrier THE TARGET DOESNâT KNOW WHAT AN AFTER HOURS ATHLETE MEANS Barrier TARGET DOESNâT UNDERSTAND THE RELATIONSHIP BETWEEN PUMA & AHA Barrier HOW DO YOU MAKE SURE AN AHA IS A LEGITIMATE THING? Tactics TV/CINEMA PRINT/OOH POS Tactics PRODUCT LINE DIGITAL HUB Tactics BAR ACTIVATIONS IN-STORE ACTIVATIONS DIGITAL HUB
- 30. Campaign Architecture BUSINESS PROBLEM Lost relevance with key youth market POSITIONING Puma is the brand for the after-hours athlete CAMPAIGN IDEA Puma Social BARRIER COMMS TASK Establish TACTICS TV/cinema Print/OOH POS BARRIER BARRIER COMMS TASK Add Value TACTICS Product Line Digital Hub COMMS TASK Invite TACTICS Bar Activations In-Store Activations Digital Hub
- 31. Campaign Rollout Helpsshow the timings of all the activity. It visualizes the campaign in its entirety from a timings perspective. Created in conjunction with the media agency who will plan when the media goes live.
- 32. Campaign Ecosystem Thecampaign ecosystem is important to help show how all the communication elements work together and where they are driving consumers.
- 33. Campaign Ecosystem TV/CinemaPrint/OOH Search Digital Hub Banners (rich & flash) Social (FB/TW) Bar Activations In-Store Activations Type of Link Direct Indirect
- 34.
- 35. The Establishment Facebook IS A PLATFORM FOR USERS TO CONNECT & SHARE VIDEOS & PHOTOS Twitter IS A PLATFORM FOR USERS TO BROADCAST THEIR THOUGHTS & OTHER CONTENT TO A CONNECTED POOL OF FOLLOWERS
- 36. THIS METHOD OFTHINKING ABOUT [INSERT PLATFORM] IS TOO GENERIC FOR INTEGRATED BRAND CAMPAIGNS.
- 37. MORE OFTEN THANNOT, THESE PLATFORMS SHOULD BE A MEANS, NOT AN END.
- 38. Going back toour Consumer Journey AWARENESS CONSIDERATION PURCHASE ADVOCACY
- 39. Where do yourconsumers typically encounter these platforms? AWARENESS CONSIDERATION PURCHASE ADVOCACY
- 40. Where do yourconsumers typically encounter these platforms? Awareness FB AS A NEWS SOURCE FOR NEW RELEASES/ UPDATES & DRIVES TO EVENT
- 41. Where do yourconsumers typically encounter these platforms? Consideration FB TO SHOWCASE GAMEPLAY CONTENT & DRIVE TRAFFIC TO BLOG TO LEARN MORE
- 42. Where do yourconsumers typically encounter these platforms? Purchase FB TO INTRIGUE CONSUMERS & DRIVE TO PURCHASE
- 43. Where do yourconsumers typically encounter these platforms? Advocacy FB TO INSPIRE BRAND LOVE
- 44. All of theseposts included content to consume & share on FB but also drove consumers to another destination to continue the consumer journey.
- 45. This method ofreframing can apply to any media â not just social.
- 46. Media platforms asa means to continue the consumer journey Platforms for mass reach to drive to information source Platforms as information hub to show competitive advantage & drive to purchase Retail platforms to confirm consumerâs decision to purchase & make as easy as possible Platforms for consumers to show their brand love AWARENESS CONSIDERATION PURCHASE ADVOCACY
- 47. Overlay the commstasks to provide greater direction Comms Task 1 Comms Task 2 Comms Task 3 Comms Task 4 Platforms for mass reach to drive to information source Platforms as information hub to show competitive advantage & drive to purchase Retail platforms to confirm consumerâs decision to purchase & make as easy as possible Platforms for consumers to show their brand love AWARENESS CONSIDERATION PURCHASE ADVOCACY
- 48. The Consumer Journeycan take many forms BUT EACH PLATFORM SHOULD EXIST TO MOVE CONSUMERS INTO THE NEXT PHASE
- 49. WE CAN ALSOUSE THE CONSUMER JOURNEY TO DETERMINE INNOVATIVE USES FOR NEW MEDIA CHANNELS.
- 50. Cole Haan âDonât Go Home
- 51. DEVELOPING PLATFORMS &MEDIA AS PART OF AN INTEGRATED CAMPAIGN, BASED OFF THE CONSUMER JOURNEY WILL LEAD TO A CONSUMER-CENTRIC APPROACH TO BRAND COMMUNICATIONS
- 52.