Some thoughts on the subject

1. C O N N E C T I O N S P L A N N I N G
JOHN W. MANLEY
PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR
OGILVY CHICAGO

2. 2005 2006 2007 2008 2009 2010 2011 2012
VP, Consumer Context Planning DirectorVP, Consumer Context Planning DirectorVP, Consumer Context Planning Director Brand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct Professor
RELEVANT EXPERIENCE

3. PRATTLING &
PROGNOSTICATIONS

4. ANYTHING FROM THE LATE
GRIFFIN FARLEY ON SLIDESHARE
SOME AMAZING THINKING ON THE SUBJECT
CONNECTIONS PLANNINGNESS
BY GARETH KAY AND JASON OKE

5. A WORTHY ROLE WITH A BRANDING PROBLEM
Communications Planning = Too media focused
Experience Planning = Too digitally focused
Context Planning = Too esoteric
Channel Planning = Too tactical
Connections Planning = The least bad option

6. CONNECTIONS PLANNING CONUNDRUM
Connections planning should be a core planning skill rather than a
separate discipline
But it must be cultivated as a discipline before it can become a skill
The lack of a widespread, sustained cultivation of the discipline has
led to a dearth of talent and product development

7. “Finding a connections planner is like finding a unicorn”

8. CONNECTIONS PLANNING
VS.
CONNECTIONS PLANNERS

9. TODAY’S PLANNER NEEDS TO
EMBRACE THE POWER OF &
BRAND & BUSINESS & CONNECTIONS & ANALYTICS & DIGITAL & SOCIAL
&

10. BRAND
PLANNING
CONNECTIONS
PLANNING
WHAT
WHY
WHO
HOW
WHEN
WHERE
&

11. EVERY COMMUNICATION SHOULD BE
THOUGHT OF AS A CONTRIBUTION TO
THE COMPLEX SYMBOL WHICH IS THE
BRAND IMAGE
- DAVID OGILVY

12. W H Y
We believe that smarter brand experiences lead to stronger
human connections and reflect a more attractive brand image
W H A T
We are a team of experience architects that help design, build
and optimize brand narratives in unified, relevant ways
H O W
We create connective tissue before, during and after a big idea
is generated to amplify and maximize its impact
T H E V I S I O N

13. ACCOUNT
PLANNING
TEAMS
MEDIA
VENDORS
PRODUCTION
TEAMS
ANALYTICS
TEAMS
CLIENT
TEAMS
MEDIA
PLANNING +
BUYING
PARTNERS
CREATIVE
TEAMS
DIGITAL +
SOCIAL
TEAMS
ACCOUNT
TEAMS
SHOPPER
TEAMS
C O N N E C T I O N S P L A N N I N G

14. C O R E
C A P A B I L I T I E S
CO N S U M E R
PATTERN
RECO GNITION
T RA N S M E D I A
STRATEGY
CONTENT
AMPLIFICATION
N EW MED IA
ADO PT I ON
1
E X A M I N E
2
C O N N E C T
3
A M P L I F Y
4
I N N O VA T E

15. CONSUMER
PATTE RN
RECOGNITION™
1
E X A M I N E

16. THE MISSIO N
Identify attitudinal patterns among existing consumers in order to
drive behavior among new prospects who with a shared mindset
Unearth insights that better inform how to communicate and
connect with high potential targets
Connect with those who share similar patterns with a greater
degree of confidence
CO N S U M E R
PAT TERN
RECOGNI T I O N

17. LINKING BEST OF BREED
RESOURCES WIDENS THE
CONSUMER APERTURE
CO N S U M E R
PAT TERN
RECOGNI T I O N

18. DEMOGRAPHICS
Gender | Age | HHI
Marital Status | Kids
Ethnicity | Region
MINDSET
Attitudes | Values |
Shopping Preferences |
Cultural Patterns
CONNECTIVITY
Likes/Dislikes |
Media Consumption &
Receptivity |
TechnographicsCPR PROFILES YIELD
HOLISTIC BENEFITS
CO N S U M E R
PAT TERN
RECOGNI T I O N

19. A DEEPER LOOK AT ATTITUDINAL SEGMENTS
Laura
Quick & Convenient
Cleaner
Melissa
Cleaning
Routinist
Susan
Cleaning is
Nirvana
Amanda
Time-Pressured
Appearance Cleaner

20. Cleaning Avoiders
21%
Time-Pressured Appearance Cleaners
15%
Quick & Convenient Cleaners
24%
Cleaning is Nirvana
19%
Cleaning Routinists
21%
Looks for new and different cleaning
products, and willing to spend more
on cleaning products that she feels
are the best.
Ipsos Segmentation Study 2011
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist

21. MRI 2012 Doublebase, Indexed against adults
CPR PROFILE
Projected Population: 34.5MM
Sticks to her Routine: Routines simplify her busy life
[STRONGLY AGREE] I am so busy, I often can't finish everything I need to in a day OR I
purchase products to help organize my life OR I prefer a set routine in my daily life OR
Keeping a neat, organized home is a top priority for me OR [DISAGREE] I seek out variety
in my everyday life
&
Quality Control: Looks for quality over price
[STRONGLY AGREE] I am typically willing to pay more for high-quality items OR I buy
based on quality, not price OR When I find a brand I like, I stick to it OR If a product is made
by a company I trust, I’ll buy it even if it is slightly more expensive
&
Trend Adopter + Setter
[STRONGLY AGREE] I'm always one of first of my friends to try new products/services OR
People often come to me for advice before making a purchase OR Curiosity - Wanting to
explore and learn about new things
&
Family Oriented: Her friends and family are very important to
her and taking care of them is a top priority
[STRONGLY AGREE] Protecting the family - Having safety for loved ones OR Helpfulness -
Making the effort to assist others OR Friendship - Having close, supportive friends OR
Spending time with my family is my top priority
&
Home Pride: The appearance of her home is a reflection of
herself
[STRONGLY AGREE] How a personal care or household product smells is very important to
me OR I enjoy showing off my home to guests OR My home is an expression of my personal
style OR I like to give the impression that my life is under control OR I smell personal care
and household products in the store before I buy them
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist

22. HOUSEHOLD INCOME
$50K+
(51%)
white black hispanic asian
3%
14%15%
73%
PRINCIPLE SHOPPER ETHNICITY
LARGEST AGE BREAK
30-44 years
(29%)
female
73%
EDUCATION
some college
(20%)
MARITAL STATUS
married
(50%)
# OF KIDS
1-2
(29%)
male
27%
WORK STATUS
employed
(57%)
97 127 100
DEMOGRAPHICS
95
PROJECTED POPULATION
34,464,000
U.S. ADULT POPULATION
15%
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults

23. ATTITUDES
+VALUES
ENTHUSIASTIC EXTROVERT
Melissa greatly values her friendships, and she is an active, outgoing member
of her social circle. She isn’t afraid to give her opinion to friends.
STEADFAST TRADITIONALIST
Melissa takes pride in her heritage, and she makes a point to pass down
family and cultural traditions.
A TRAINED EYE ON AESTHETICS
Social status and outward appearance are very important to Melissa. She is
conscious of her actions and how it affects the image she wishes to convey.
EFFORTLESSLY IN CHARGE
Melissa always wishes to maintain a sense of control in her life. Organization
is essential, and it is something that comes rather easily.
EPICURIOUS ARTISAN
Melissa likes to express her creativity through culinary pursuits. She frequents
culinary sites for new recipes to create. And she spends a lot of time
watching the Cooking Channel and the Food Network.
REASSURED SHOPPER
Even though Melissa is image driven, she does not let others influence her
purchase decisions.
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults

24. 1
2
3
4
5
TV MAGAZINE INTERNET RADIO MOBILE OOH
117 103 100 102 109 118CONTENT
OMNIVORE
1
2
3
4
5
MRI MEDIA QUINTILES
1 (Heavy Usage) 5 (Light Usage)
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults

25. Top 5 Magazine Genres
1. Babies 135
2. Bridal 132
3. Parenthood 131
4. Epicurean 129
5. Women 129
Top 10 TV Networks
1. Cooking Channel 136
2. Oxygen 131
3. OWN (Oprah Winfrey Network) 121
4. LMN (Lifetime Movie Network) 120
5. Lifetime 119
6. Hallmark Channel 118
7. Bravo 113
8. BET (Black Entertainment TV) 111
9. Food Network 108
10.HGTV (Home & Garden Television) 108
More likely to
personally own
a tablet or
e-reader
(106 index)
Top Radio Genres
1. Gospel 128
2. Jack 111
3. Public 109
4. Soft Adult Contemporary 111
MEDIA
FAVORITES
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults

26. Top 10 Internet Activities
1. Looked for recipes online 123
2. Obtained childcare or parenting information online 113
3. Obtained medical information online 110
4. Shared photos through Internet website 107
5. Paid bills online 106
6. Visited a TV network or TV show's website online 105
7. Made a purchase for personal use online 104
8. Made personal or business travel plans online 103
9. Looked for employment online 103
10. Obtained financial information online 102
DIGITAL
DETAILS
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults

27. CONSIDERATIONS
+ IMPLICATIONS
Consider connecting with her cooking passions
She looks for useful home therapy: caring tips, tricks and content
that help her
How do we gauge differentiation for each of the big 3 brands
What need states pop for this segment
High consumption of various media forms create multiple ways to
connect in innovative ways
Open to trying new methods and products
She is a household goods maven so consider her for WOM
opportunities
She seeks the wisdom of girlfriends – looking at social sites as her
ratings and reviews tool - both as a viewer and participant
Consider opportunities with social sharing sites like Pinterest
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults

28. L I N K I N G T OCO N S U M E R
PAT TERN
RECOGNI T I O N

29. I enjoy preparing food for my family, and
even though cleaning up is a hassle I love
the feeling of a “kitchen reset”
I love the feeling
of a thoroughly
clean kitchen, I just
wish it was easier
I’m willing to try new products especially
the ones that offer simpler cleaning
solutions*
I can’t wait to tell
people about my
new kitchen
cleaning ally
Whoa!
It really did work
better on grease, now
I’ll use it on all my
kitchen messes
I’m buying
Scrubbing Bubbles
for my kitchen
because it does
everything my APC
does, and it’s better
on grease
Brand X now has
a kitchen cleaner
that’s works
harder than my
APC, especially
on tougher jobs
My current way of cleaning grease and
tougher jobs requires a lot of effort but
need to get done*
If a product is made by a company I
trust, I’ll buy it**
PRIMARY
BARRIERS
DESIRED
RESPONSE
PRIMARY
DRIVERS
O
I’m more likely to buy cleaning solutions
that save me time*
I clean my kitchen more frequently
because it’s the center of my house
I really enjoy cooking and trying
new recipes**
I’m sought out by my friends for
recommendations on products*
I believe my current cleaner kills germs,
and is OK on grease*
I’m not aware of Brand X as a kitchen
cleaner°
I don’t think Brand X belongs in the
kitchen
Everyone’s entitled to my opinion, so if I
don’t like something I will say so
I tend to stick with brands/products I’m
comfortable with, and it’s difficult to
break from my routine*
I’m not used to seeing Scrubbing
Bubbles in the APC section of the aisle°
Brand X is not any better than what I
used to use*
IPSOS* | MRI** | MB° | ASI‡
CPR OUTPUT PROVIDES
RIGOR TO THE
CONSUMER JOURNEY

30. I love the feeling of a
thoroughly clean
kitchen, I just wish it
was easier
I can’t wait to tell people
about my new kitchen
cleaning ally
Whoa!
It really did work better on
grease, now I’ll use it on all
my kitchen messes
I’m buying Scrubbing
Bubbles for my kitchen
because it does everything
my APC does, and it’s
better on grease
Brand X now has a kitchen
cleaner that’s works harder
than my APC, especially on
tougher jobs
I enjoy preparing food for my family, and
even though cleaning up is a hassle I love
the feeling of a “kitchen reset”
I’m willing to try new products especially
the ones that offer simpler cleaning
solutions*
My current way of cleaning grease and
tougher jobs requires a lot of effort but
need to get done*
If a product is made by a company I
trust, I’ll buy it**
I’m more likely to buy cleaning solutions
that save me time*
I clean my kitchen more frequently
because it’s the center of my house
I really enjoy cooking and trying
new recipes**
I’m sought out by my friends for
recommendations on products*
I believe my current cleaner kills germs,
and is OK on grease*
I’m not aware of Brand X as a kitchen
cleaner°
I tend to stick with brands/products I’m
comfortable with, and it’s difficult to
break from my routine*
I don’t think Brand X belongs in the
kitchen
Everyone’s entitled to my opinion, so if I
don’t like something I will say so
I’m not used to seeing Scrubbing
Bubbles in the APC section of the aisle°
Brand X is not any better than what I
used to use*
CPR OUTPUT HELPS
PRIORITIZE THE
CHANNEL PALETTE

31. TRANSMEDIA
STRATEGY
2
C O N N E C T

32. The most effective experiences cause
people to not only buy your product,
but also to buy into your brand.
T RA N S M E D I A
ST RATEGY

33. Finding balance will lead to experiences that give
people reason to commit to the brand
BUY INTO THE BRAND BUY THE PRODUCT
T RA N S M E D I A
ST RATEGY CONSUMER
BENEFIT

34. We typically put a lot of media weight
on hard-working, mass-reach assets
CONSUMER
BENEFIT
BUY INTO THE BRAND
BUY THE PRODUCTT RA N S M E D I A
ST RATEGY

35. Finding balance will lead to valued experiences
that give people reason to commit to the brand
BUY INTO THE BRAND BUY THE PRODUCT
T RA N S M E D I A
ST RATEGY CONSUMER
BENEFIT

36. T RA N S M E D I A
ST RATEGY T H E P R E M I S E
CREATING VALUE AND MEANING LEADS TO
BRAND EXPERIENCES THAT SPREAD
A “treatment” of the brand story focused on creating
meaning and connection
A tool for managing how the meaning of a brand is
understood and communicated
A distillation of key inputs in a succinct, action-oriented
articulation gives clear direction and focus to
cross-discipline teams

37. T RA N S M E D I A
ST RATEGY T H E I N P U T S
BRAND PURPOSE
AUDIENCE INTERESTS
EXPERIENTIAL VALUE

38. T RA N S M E D I A
ST RATEGY
Leveraging Brand Purpose yields actions consistent with the
brand’s image, i.e. what it exists in the world to do.
“The Big ideal” is critical for clearly defining the most
relevant actions of a purpose-driven brand.
B R A N D P U R P O S E

39. A U D I E N C E I N T E R E S T ST RA N S M E D I A
ST RATEGY
By committing to an understanding of the interests of your
core audience, your content and experiences will have the
highest probability of being shared, spread and discussed
in the culture at large.

40. E X P E R I E N T I A L VA L U ET RA N S M E D I A
ST RATEGY
With increasing frequency, brands are expected to provide
experiences that add value to people’s lives.
“Experiential value” can be economic, convenience-focused,
philanthropic, entertaining, etc.

41. T RA N S M E D I A
ST RATEGY G E T T I N G S T A R T E D
QUESTIONS...
• What is the story you want to tell?
• What is the story framework (i.e. the intended meaning of the story and
the essential tools for communicating it)?
• Who are the primary characters (e.g. the protagonist and antagonist)?
• What are the sources of conflict?
SUGGESTIONS...
• Start with the end in mind. Think about what the future press release of
your brand’s story will be.
• Create the framework and keep in mind that it may not be explicitly
articulated but intuitively understood.
• There are multiple sources of conflict, but internal conflict is the key to
emotional connection with the audience.
• Listen. Adapt. Build.

42. CONTE NT
AMPLIFICATION
3
A M P L I F Y

43. Neo@ Ogilvy | Proprietary & Confidential
We are conductors,
not composers
43

44. BIGIDEA
INSPIRE CREATIVES AND CLIENTS TO
LOOK THROUGH NEW MEDIA LENSES
AMPLIFY IDEAS TO MAKE DEEPER
BRAND STORIES AND EXPERIENCES&
CONTENT
AMPLIFICATI ON

45. WHY IS THIS BRIEF HERE?
We need a campaign for 2014 that shatters category norms - that provokes a response - that
gives a POV - that forces people to take a side. We need an idea that works with media vehicles
including and beyond TV (think: radio, OOH, digital, social, mobile). We need creative work that
makes more noise and creates more conversation in a highly competitive category where we are
outspent and less known.
WHAT IS THE OBJECTIVE?
Build awareness by distinguishing Pinnacle Vodka as the brand that dares you to explore a more
flavor-filled world where we take ourselves a lot less seriously and have a lot more fun doing so.
WHAT IS THE BRAND PROMISE?
At Pinnacle, we stretch the boundaries of our imagination to create more fantastic flavors than
any other spirit. But the one flavor we are most proud of is our original – the premium vodka
offered at a not-so premium price.
WHO ARE WE TRYING TO INFLUENCE?
We want to connect with wide-eyed explorers (LDA - 29 yr. old men and women):
• They have an unapologetically experimental mindset.
• They know experimenting leads to more rewarding experiences.
• They’re spontaneous and always on the lookout for the next thrill – just like our brand.
• They’d rather play Truth AND Dare.
• They tend to drink more than others when playing “Never have I ever...”
• They’d rather spin the bottle than admire its fancy label.
WHAT IS THE BRAND STRATEGY?
The Pursuit of Irresistible Fun
The vodka category is full of expected pretenses – it’s portrayed with either over-the-top luxury
or over-sensationalized nightlife scenarios. Pinnacle Vodka stands apart from them by showing
there’s nothing real about that. We support the pursuit of irresistible fun. We encourage
discovery and embrace the unscripted. We raise a glass to those that fly in the face of
convention – that dare to experiment with something new – that believe it’s the unchartered
path that takes you to an elevated state.
WHAT ARE WE TRYING TO CONVEY?
Dare to experiment. Dare to discover. Dare to taste a new flavor of fun.
WHAT IS OUR VOICE?
Pinnacle exists outside the lines of the spirits category by daring you to discover and explore the
bar of infinite possibilities. The brand is always up for anything, with anyone, at any time.
The Pinnacle brand of fun...
2014
PINNACLE
CREATIVE
BRIEF
IS...
Spontaneous
Irreverent
Experimental
Unscripted
Sexy
Inclusive
IS NOT...
Expected
Traditional
Expensive
Staged
Dirty
Elite
DARE TO
EXPERIMENT
WHAT ARE THE MANDATORIES AND CONSIDERATIONS?
• Set us apart from conventional category usage occasions like night clubs, clinking cheers,
etc.
• We want to stand out from not only the vodka category but the spirits category.
• Our work needs to ensure that Pinnacle is the catalyst to fun that gets your night started
and keeps it going .
• We can’t just sell fun, we need to sell Pinnacle.
WHAT ABOUT THE COMPETITION?
We need work that breaks free and looks and feels different from our competitors. This is a
must. Take a look at their latest work by clicking the links below:
Smirnoff
Absolut
Svedka
Skyy
Ciroc
UV
Grey Goose
Ketel One
INSPIRATION
Within the category...
Southern Comfort | Whatever’s Comfortable
Dos Equis | Most Interesting Man in the World
Heineken | The Entrance
Outside the category...
Cosmopolitan Hotel in Las Vegas | Just the Right Amount of Wrong
Diesel | Be Stupid
Ray Ban | Never Hide
5 REASONS TO GET EXCITED ABOUT DIGITAL, SOCIAL + MOBILE
1) Wide-Eyed Digital Natives - Our wide-eyed explorers are lifelong digital natives
2) Sharing The Night - Posting and pinning is the new scrapbooking
3) We’ve Got Fans - We’ve got a disproportionate share of them online
4) High Engagement - They are engaging with what we’re doing in the social space
5) Eclipsing the Competition - Despite our relative size, we are more social than our
competitive set
WHAT IS OUR MEASURE OF SUCCESS?
Increase awareness among our target by 5 points
Testing criteria: Awareness = Branding + Enjoyment + Engagement
AGENCY AND CLIENT LEADS
CREATIVE LEAD STRATEGY LEAD ACCOUNT LEAD CLIENT LEAD
Joe Sciarrotta /
Donna Charlton-Perrin
John Manley Becky Getz /
Katie Wesch
Deb Boyda /
Jason Dolenga
HYPERLINKED INSPIRATION
PAGE OF THE BRIEF LETS
CREATIVES EXPLORE
INNOVATION IN THE
CATEGORY AND BEYOND
CONTENT
AMPLIFICATI ON
INSPIRE CREATIVES
AND CLIENTS TO
LOOK THROUGH
NEW MEDIA LENSES

46. BIGIDEABIGIDEACONTENT
AMPLIFICATI ON
VALUE-BASED
EXPERIENCES
TRUMP MEDIA
IMPRESSIONS

47. CONTENT
AMPLIFICATI ON
VALUE-BASED
EXPERIENCES
TRUMP MEDIA
IMPRESSIONS

48. CONTENT
AMPLIFICATI ON
VALUE-BASED
EXPERIENCES
TRUMP MEDIA
IMPRESSIONS

49. build
roll out what the vision can
do in more specific ways
Consumer Audience
Medtronic leads the way
to a promising future of
comprehensive
solutions.
HCP / ITL Audience
Medtronic makes it
easier to treat patients
and help them achieve
better outcomes.
Print Ad
Medtronic
Diabetes Site
Print Ad
VIRTUAL PANCREAS | A LIFE WITHOUT LIMITS
The Virtual Pancreas is the discovery of proven
breakthroughs in diabetes technology and the
creation of a global support community with a
common goal – to empower people with
diabetes to live a life without limits.
Proof Point: Medtronic VEO (530G)
consumer + HCP audiences
Sales
Collateral
Online
Display Ads
Trade Shows /
Events
Owned
Media
Earned
Media
Paid
Media
Social / PR
launch
Announce the virtual pancreas
vision to the public in a bold way
Newspaper /
Trade Ad
INTRODUCING THE VIRTUAL PANCREAS
At Medtronic, we have a history of introducing
breakthrough diabetes technologies on the path
to the artificial pancreas. Today, we define a
new vision that will change how people around
the world approach diabetes management. We
call it the Virtual Pancreas.
Site
Takeovers
Medtronic
Diabetes Site
Brochures /
Pamphlets
Internal, Influencer, Consumer,
caregiver, HCP and Investor Audiences
PR / Social
seed
SEED introduction WITHin
Medtronic AND WITH influencers
internal + influencer audiences
Internal
Comms
INTRODUCING THE VIRTUAL PANCREAS
At Medtronic, we have a history of introducing
breakthrough diabetes technologies on the path
to the artificial pancreas. Today, we define a
new vision that will change how people around
the world approach diabetes management. We
call it the Virtual Pancreas.
Sizzle Film
PR / Blog
Outreach
Medtronic
Diabetes Site
Press
Packet
Influencer Audience
Medtronic leads the way
to a promising future of
comprehensive
solutions that empower
people with diabetes to
live a life without limits.
Internal Audience
Our daily work and
collective actions
make a difference.
Together, we empower
people with diabetes
to live a life without
limits.
Sponsored
Content
Trade Shows /
Events
Search
virtual pancreas
strategic rollout plan
Sizzle Film
Sizzle Film
49

50. MEDIA PHASE AUDIENCE objective Strategy PERCENT TOTAL
PR / Blog
Outreach
SEED Influencers
Educate select industry influencers about
the advancements of VP to facilitate
knowledge sharing
Generate buzz about VP with targeted
newsmakers and conversation starters
10% $200,000
Newspaper /
Trade Ad
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors
Educate influencers, healthcare
professionals and investors about the
break-though advancements of VP
Declare the dawn of a new day in
diabetes treatment through a major
newsworthy advancement
10% $200,000
PR / Social
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors
Create and spread compelling content
designed to activate people around VP
through meaningful dialogue
Galvanize the Medtronic Facebook fan-
base and other Facebook communities
related to diabetes
15% $300,000
Sponsored
Content
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors
Identify key digital publications with
sponsored content environments for
editorial copy about VP
For some audiences, such an
announcement deserves more
information in editorial form
5% $100,000
Media
Takeovers
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors Raise awareness and drive traffic to
VP.com in targeted, contextually relevant
sites like WebMD and MayoClinic.com
Declare the dawn of a new day in
diabetes treatment through a major
newsworthy advancement
5% $100,000
Display Ad
BUILD
Consumers
Caregivers
HCPs
Raise awareness of VP and drive traffic to
VP.com in targeted, contextually relevant
sites like WebMD and MayoClinic
Introduce the VP on sites where people
seek medical expertise and news of
advancements
10% $200,000
Print Ad
BUILD
Consumers
Caregivers
HCPs
Raise awareness of VP and drive traffic to
VP.com in targeted, contextually relevant
magazines and publications
Introduce the VP in publications where
people seek medical expertise and
news of advancements
25% $500,000
PR / Social
BUILD
Consumers
Caregivers
HCPs
Create and spread compelling content
designed to activate people around VP
through meaningful dialogue
Galvanize the Medtronic Facebook fan-
base and other Facebook communities
related to diabetes
10% $200,000
Search
BUILD
Consumers
Caregivers
HCPs
Be at the top of search results on Google
and Bing related to diabetes
News of the Virtual Pancreas should be
easy to find by those seeking out info
about diabetes
10% $200,000
CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only. 100% $2,000,000
50
virtual pancreas
strategic rollout plan

51. NEW MEDIA
ADOPTION
4
I N N O VA T E

52. L E A N I N G I N T O T H E
N E X T N E W T H I N G
Apply a strategic vision to the wild, ever-evolving world of
marketing, media and advertising
Cultivate an environment of insatiable curiosity among
clients and agency teams alike
Implement test-and-learn initiatives focused on next
generation communications platforms
NE W MEDIA
AD O PTION

53. O B L I G A T O R Y
R E C A P
CO N S U M E R
PATTERN
RECO GNITION
T RA N S M E D I A
STRATEGY
CONTENT
AMPLIFICATION
N EW MED IA
ADO PT I ON

54. THANK
YOU

55. &