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COMMUNICATIONS PLANNING: 
WHAT IT IS AND WHY IT’S IMPORTANT 
7/2/14
2 
WHAT WE’LL TALK ABOUT 
• WHAT’S COMMS PLANNING? 
• WHAT’S THE PROCESS? 
• CASE STUDY EXAMPLE
3 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
WHAT DO WE DO AT TMK? 
Media Strategy Contact Plan 
Engagement Planning Media Planning 
Communications Planning 
Channel Planning
4 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
WHAT IS COMMUNICATIONS PLANNING? 
“Communication planning is the art and science of reaching target 
audiences using marketing communication channels such as advertising, public 
relations, experiences or direct mail for example. It is concerned with deciding who 
to target, when, with what message and how”
5 
Title 
Insertion Date: 
FP4C Cost: 
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MORE SIMPLY DEFINED... 
Reaching the right 
AUDIENCE... 
...With the right 
MESSAGE... 
...At the right 
TIME!
6 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
UNIFIED STRATEGY IN A CHAOTIC WORLD 
Comms planning helps us... 
✓Identify the ways consumer interact with brands 
✓Prioritize touch points to devise the most effective channel plan 
✓Ensure consistency across all media and communications 
✓Outlines clear outcomes and expectations 
...When there’s so much to consider
7 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
UNIFIED STRATEGY IN A CHAOTIC WORLD 
Comms planning helps us... 
✓Identify the ways consumer interact with brands 
✓Prioritize touch points to devise the most effective channel plan 
✓Ensure consistency across all media and communications 
✓Outlines clear outcomes and expectations 
...When there’s so much to consider
8 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
COMMUNICATIONS PLANNING CYCLE 
Brand 
Immersion: 
Understand the 
Brand, the 
business and the 
target. 
Determine goals 
and campaign 
parameters 
Strategy 
Development: 
Map out 
strategic 
framework 
across all 
channels, include 
POEM 
Tactics 
Planning: 
Define channel 
roles, budget 
allocations, 
develop media 
plan 
Implementati 
on: 
Implement, execute 
and monitor media 
plan 
Evaluation: 
Analyze 
campaign 
performance, 
gather insights 
and learnings
9 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
TODAY’S FOCUS 
Brand 
Immersion: 
Understand the 
Brand, the 
business and the 
target. 
Determine goals 
and campaign 
parameters 
Strategy 
Development: 
Map out 
strategic 
framework 
across all 
channels, include 
POEM 
Tactics 
Planning: 
Define channel 
roles, budget 
allocations, 
develop media 
plan 
Implementati 
on: 
Implement, execute 
and monitor media 
plan 
Evaluation: 
Analyze 
campaign 
performance, 
gather insights 
and learnings
10 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
BRAND IMMERSION: FIRST STEPS, KNOW YOUR CLIENT 
Deep dive into brand’s business and campaign nuances. Ask questions, get clarity. 
Understand the client and their business via desk 
research & Client briefs provide info on background, campaign client provided materials 
objectives, target market, budget, etc
11 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
BRAND IMMERSION: COMPETITIVE KNOWLEDGE 
Conduct a full market landscape analysis to understand what other brands are doing 
in media and how to best compete and stand out in the market space 
Quantitative Analysis: 
What are competitors spending? 
How are they spending? 
Qualitative Analysis: 
What are the communications platforms? What 
trends do we see?
12 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
BRAND IMMERSION: TARGET INSIGHTS 
Understand the target- who it is, what they like, how they live and how they 
interact with brands and media. Target insights can help map out the consumer 
journey through media, which helps inform media touchpoints
13 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
BRAND IMMERSION: ALL THE TEAM PLAYERS 
Understand who else your client is working with from a communications stand point, what they’re roles are and open 
lines of communications between teams. Everyone needs to work together for a successful communications strategy 
All looking to 
help client 
achieve objectives 
and goals 
Media Planning Agency 
Media Buying Agency 
Public Relations Agency 
Social Media Agency Creative Agency 
Events Marketing Agency 
CRM Agency 
SEO Agency 
In house media department 
Mobile Marketing Agency 
Branding Firm 
Content Marketing Agency
14 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
STRATEGIC DEVELOPMENT: BRINGING IT ALL TOGETHER 
Post Brand Immersion, we have A LOT of information, insights, ideas to work with.... 
Target Insights 
Marketplace & 
Industry Trends 
Agency 
Partner Insights/ 
Ideas (e.g. message 
or comms 
platform) 
Campaign 
Goals 
Campaign Goals
15 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
STRATEGIC DEVELOPMENT: BRINGING IT ALL TOGETHER 
The media strategy or communications strategy combines all insights to identify the optimal touch points or platforms 
for the campaign 
Marketplace & 
Industry Trends 
Target Insights 
Agency Partner 
Insights/Ideas (e.g. 
message or comms 
platform) 
Campaign Goals 
Campaign Goals
16 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
STRATEGIC DEVELOPMENT: NOT ALL ABOUT PAID MEDIA 
Paid media is no longer the only way for brands to engage their consumers. More than ever before, 
brands have many options and outlets to communicate with their target 
Paid Media: 
Traditional Advertising across 
any channel 
Ignoring a portion 
Owned Media: 
Brand’s own content 
(website, social platforms, 
etc) 
Earned Media: 
Blogs, PR, Press, Shares, etc
17 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
STRATEGIC DEVELOPMENT: PAID_OWNED_EARNED MEDIA 
While we specialize in paid media, our jobs as planners is to consider how all media works together 
The importance of POEM: 
✓Stretches budget 
✓Opens up more opportunities for visibility and 
engagement 
✓Creates the most cohesive marketing programs
18 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
STRATEGIC DEVELOPMENT: DEVELOPING A STRATEGIC 
Consider a criteria list to help identify how various opportunities, ideas, media channel, placements, etc fit into the 
communications strategy: 
✓Does this achieve campaign objective? 
✓Does this communicate our message? 
✓Are we effectively and efficiently achieving our objective? 
✓Are we speaking to our target? At the right time? In the right places? 
✓Does this leverage all other existing brand efforts?
19 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
CASE STUDY EXAMPLE: A|X DRESSED FOR 
The Challenge: Increase consideration by a wider, fashion conscious female audience 
Key Insight: Visual web was filled with fashion & personal style images, many of which aggregated under #wiwt 
(What I’m Wearing Today) 
Solution: #Dressedfor user-generated style board 
Paid media support: 
Partnered with media that has personal 
style curation at its core to amplify the 
hashtag
20
21 
Title 
Insertion Date: 
FP4C Cost: 
Circulation: 
CASE STUDY EXAMPLE: A|X DRESSED FOR RESULTS! 
Paid Media: 
Drove $4.56MM in revenue 
$12.02 ROAS 
Earned Media: 
17MM Instagram 
impressions 
12MM Likes 
Owned Media: 
3,000 approved looks posted 
70 A|X curated looks

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Communications Planning: What It Is & Why It's Important

  • 1. COMMUNICATIONS PLANNING: WHAT IT IS AND WHY IT’S IMPORTANT 7/2/14
  • 2. 2 WHAT WE’LL TALK ABOUT • WHAT’S COMMS PLANNING? • WHAT’S THE PROCESS? • CASE STUDY EXAMPLE
  • 3. 3 Title Insertion Date: FP4C Cost: Circulation: WHAT DO WE DO AT TMK? Media Strategy Contact Plan Engagement Planning Media Planning Communications Planning Channel Planning
  • 4. 4 Title Insertion Date: FP4C Cost: Circulation: WHAT IS COMMUNICATIONS PLANNING? “Communication planning is the art and science of reaching target audiences using marketing communication channels such as advertising, public relations, experiences or direct mail for example. It is concerned with deciding who to target, when, with what message and how”
  • 5. 5 Title Insertion Date: FP4C Cost: Circulation: MORE SIMPLY DEFINED... Reaching the right AUDIENCE... ...With the right MESSAGE... ...At the right TIME!
  • 6. 6 Title Insertion Date: FP4C Cost: Circulation: UNIFIED STRATEGY IN A CHAOTIC WORLD Comms planning helps us... ✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan ✓Ensure consistency across all media and communications ✓Outlines clear outcomes and expectations ...When there’s so much to consider
  • 7. 7 Title Insertion Date: FP4C Cost: Circulation: UNIFIED STRATEGY IN A CHAOTIC WORLD Comms planning helps us... ✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan ✓Ensure consistency across all media and communications ✓Outlines clear outcomes and expectations ...When there’s so much to consider
  • 8. 8 Title Insertion Date: FP4C Cost: Circulation: COMMUNICATIONS PLANNING CYCLE Brand Immersion: Understand the Brand, the business and the target. Determine goals and campaign parameters Strategy Development: Map out strategic framework across all channels, include POEM Tactics Planning: Define channel roles, budget allocations, develop media plan Implementati on: Implement, execute and monitor media plan Evaluation: Analyze campaign performance, gather insights and learnings
  • 9. 9 Title Insertion Date: FP4C Cost: Circulation: TODAY’S FOCUS Brand Immersion: Understand the Brand, the business and the target. Determine goals and campaign parameters Strategy Development: Map out strategic framework across all channels, include POEM Tactics Planning: Define channel roles, budget allocations, develop media plan Implementati on: Implement, execute and monitor media plan Evaluation: Analyze campaign performance, gather insights and learnings
  • 10. 10 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: FIRST STEPS, KNOW YOUR CLIENT Deep dive into brand’s business and campaign nuances. Ask questions, get clarity. Understand the client and their business via desk research & Client briefs provide info on background, campaign client provided materials objectives, target market, budget, etc
  • 11. 11 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: COMPETITIVE KNOWLEDGE Conduct a full market landscape analysis to understand what other brands are doing in media and how to best compete and stand out in the market space Quantitative Analysis: What are competitors spending? How are they spending? Qualitative Analysis: What are the communications platforms? What trends do we see?
  • 12. 12 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: TARGET INSIGHTS Understand the target- who it is, what they like, how they live and how they interact with brands and media. Target insights can help map out the consumer journey through media, which helps inform media touchpoints
  • 13. 13 Title Insertion Date: FP4C Cost: Circulation: BRAND IMMERSION: ALL THE TEAM PLAYERS Understand who else your client is working with from a communications stand point, what they’re roles are and open lines of communications between teams. Everyone needs to work together for a successful communications strategy All looking to help client achieve objectives and goals Media Planning Agency Media Buying Agency Public Relations Agency Social Media Agency Creative Agency Events Marketing Agency CRM Agency SEO Agency In house media department Mobile Marketing Agency Branding Firm Content Marketing Agency
  • 14. 14 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: BRINGING IT ALL TOGETHER Post Brand Immersion, we have A LOT of information, insights, ideas to work with.... Target Insights Marketplace & Industry Trends Agency Partner Insights/ Ideas (e.g. message or comms platform) Campaign Goals Campaign Goals
  • 15. 15 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: BRINGING IT ALL TOGETHER The media strategy or communications strategy combines all insights to identify the optimal touch points or platforms for the campaign Marketplace & Industry Trends Target Insights Agency Partner Insights/Ideas (e.g. message or comms platform) Campaign Goals Campaign Goals
  • 16. 16 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: NOT ALL ABOUT PAID MEDIA Paid media is no longer the only way for brands to engage their consumers. More than ever before, brands have many options and outlets to communicate with their target Paid Media: Traditional Advertising across any channel Ignoring a portion Owned Media: Brand’s own content (website, social platforms, etc) Earned Media: Blogs, PR, Press, Shares, etc
  • 17. 17 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: PAID_OWNED_EARNED MEDIA While we specialize in paid media, our jobs as planners is to consider how all media works together The importance of POEM: ✓Stretches budget ✓Opens up more opportunities for visibility and engagement ✓Creates the most cohesive marketing programs
  • 18. 18 Title Insertion Date: FP4C Cost: Circulation: STRATEGIC DEVELOPMENT: DEVELOPING A STRATEGIC Consider a criteria list to help identify how various opportunities, ideas, media channel, placements, etc fit into the communications strategy: ✓Does this achieve campaign objective? ✓Does this communicate our message? ✓Are we effectively and efficiently achieving our objective? ✓Are we speaking to our target? At the right time? In the right places? ✓Does this leverage all other existing brand efforts?
  • 19. 19 Title Insertion Date: FP4C Cost: Circulation: CASE STUDY EXAMPLE: A|X DRESSED FOR The Challenge: Increase consideration by a wider, fashion conscious female audience Key Insight: Visual web was filled with fashion & personal style images, many of which aggregated under #wiwt (What I’m Wearing Today) Solution: #Dressedfor user-generated style board Paid media support: Partnered with media that has personal style curation at its core to amplify the hashtag
  • 20. 20
  • 21. 21 Title Insertion Date: FP4C Cost: Circulation: CASE STUDY EXAMPLE: A|X DRESSED FOR RESULTS! Paid Media: Drove $4.56MM in revenue $12.02 ROAS Earned Media: 17MM Instagram impressions 12MM Likes Owned Media: 3,000 approved looks posted 70 A|X curated looks