This document provides an overview of a workshop on developing communication plans for products. The workshop will help participants create compelling communication strategies by looking at what makes an effective strategy, examples of creative executions, and how to structure a communications brief. The brief outlines key information like objectives, target audiences, insights, messaging, budget and timing. Participants will analyze sample ads, consider their creative approach, and provide feedback on their ideas. The goal is for participants to understand the full communication process and be able to build plans to promote their products.

1. Industry Studies 1
Make, Take and Sell Challenge:
Developing a communication
plan for your product
Topic Number: 7

2. Overview
After making sure that you product gets produced
through a global supply chain and then is distributed
in market, it becomes important that consumers hear
about it. In todays work shop we will develop a
compelling communication strategy for your product
to ensure that it appeals to your target audience.
We will initially look at what it makes to develop a
compelling communication and how you should
structure a communication plan.
Thereafter, we will take a look at a number of creative
executions that have made a lasting impact on their
target audience.

3. Learning outcomes for these workshops
• To be able to create a strategy to a develop a
compelling communication
• Critically evaluate the different communication
approaches
• Understand and be able to go through the
communication creation process
• Be able to put together a communications brief
together and create a mood film
• Build a media plan to target your core customer
audiences

4. * Communicate in a way that differentiates you

5. * The power of great communications
View video: https://www.youtube.com/watch?v=xBIVlM435Zg

6. * What is a compelling communication?
• Memorable – sticks in
peoples minds
• Insightful – Built on a
sound customer insight
• Relevant – It is
meaningful to the
audience
• Branded – Stands out
from competitors
• Emotional – Emotional
and rational appeal
Beyond all this
it drives a
consumer
perception &
response you
want

7. * What is a compelling communication?
Brand Response
Salience Differentiation Bond/Loyalty
Keeps the brand
from of mind for
when a need
occurs e.g. When I
run out of soap I
will choose Dove
Direct Response
Ensuring the brand
is differentiated
from its
competitors e.g. I
can identify the
brand the second I
see the ad
Creates relevant
and loyalty to the
brand e.g. If I want
bake beans its got
to be Heinz
Motivation Identifies Need Call to Action
It motivates me to
take action
immediately e.g. I
have been putting
it off but ill do it
now
Jogs your memory
that its something
you need or need
to do e.g. my
insurance is up for
renewal
Clear concise
message of what
the consumer
needs to do e.g.
call us now on…

8. * Brand Response Communications
View video: https://www.youtube.com/watch?v=kOjNcZvwjxI

9. * Direct Response Communications
View video: https://www.youtube.com/watch?v=YHbNunk0xVY

10. * Task 1: Designing a communication brief
In your groups take 15
minutes to design a
communication brief.
To help you use the
following slides as a
structure for what you
should include.

11. * Task 1: Designing a communication brief
The brief acts as the CRITICAL
LINK between the proposition and
communication
The QUALITY of the brief impacts
the quality of creative output
Gives clear CREATIVE and MEDIA
direction and inspiration unlocking
creative imagination and talent
It also acts as a CONTRACT against
which all work is judged

12. Background
What is the big picture?
What are the key trends
in the marketplace?
Any challenges or
opportunities in the
market?
For example:
In March 2014 c5 million
will be coming to renew
their ISA we believe
people are looking for an
account that values their
loyalty so they do not
need to keep changing
each year our product
does just that.
Objectives
Concise statement of the
effect the ad should have
one consumers. Consider
think, feel and do.
Refer back to the brand &
direct response
objectives.
For example:
We would like consumers
to feel like they can trust
us with their savings for
the long-term, making
them feel more secure
with us and increasing
sales of our account by
20%
* What is in the brief?

13. Target Audience
Some up both the
demographic and
attitudinal audiences you
would like to talk to with
this communication
For example:
Young professionals that
are highly mobile, have a
high need for security and
are financially savvy that
they are continually
looking for the best rate
Consumer Insight
Some up what is driving
you to believe that there
is a gap in the
consumer/market for your
offering
For example:
Consumers feel let down
that banks constantly
offer new customer higher
rates rather than
rewarding existing
customers for their loyalty
* What is in the brief?

14. Single most
important message
If only one message was
communicated what
would it be?
This is the most
important thing
consumers should know
For example:
Trust us to look after your
savings over the long
term and we will never be
beaten on rate
Reasons they will
believe
Proof points or features
that validate the message
For example:
We constantly check the
market and up our rates if
someone is offering a
higher rate
We send you a daily
statement with market
rates so you can compare
* What is in the brief?

15. Budget & Timing
How much can we spend
on media and creative?
When does the campaign
go live?
For example:
National Campaign
Budget
Media - £950,000
Production- £1,000,000
1st January 2015
* What is in the brief?
Channel
Considerations
Indicate what media lines
would be preferred for
this campaign using the
ATL/BTL
For example:
ATL: TV, Billboards and
Web banners
BTL: Direct mail and
social

16. Task 1: Feedback to the group
Each group
has 5
minutes to
feedback

17. * Task 2: Analysing a communication strategy
In your groups watch
one of the adverts below
and take 10 minutes to
analyse the
communications
strategy behind it.
To help you use the
briefing slides.

18. * What was the brief for this ad?
View video: https://www.youtube.com/watch?v=L4mP9pR-mzU

19. * What was the brief for this ad?
View video: https://www.youtube.com/watch?v=ir791xwvOP4

20. * What was the brief for this ad?
View video: https://www.youtube.com/watch?v=DAYLh09JxJE

21. Task 2: Your pricing strategy
Each group
has 5
minutes to
feedback

22. * Task 3: Developing your creative approach
In your groups take 15
minutes to consider your
creative approach for
your communication.
Give consideration to the
type of media channels
that you would use as
well.

23. * Creative Idea
Come up with the core creative idea that hangs off
the brand promise and core benefit (5 Whys!)
Functional
Benefit
Increasingly emotional
I can have
all my
banking in
one place
So I can
save time
and hassle
It keeps
me and
my family
secure
Gives us
freedom
to enjoy
life
together
A Package Bank Account
Another example: iPod – play music whenever and wherever you want

24. * Find a way to be novel
Video: http://www.youtube.com/watch?v=x89xAXHd2l8

25. * Why is the right channel so important?
Biggest
Investment
Reach the
right
audience
Maximize
msg impact
Fit with
brand
Maximize
effectiveness
Maximize ROI

26. Task 3: Creative Idea
Each group
has 5
minutes to
feedback

27. End of Workshop
Note: This recording is for your
personal use only and not for further
distribution or wider review.
© Pearson College 2013