Strategic planning tools & templates for integrated marketing communications

1. Marketing Communications
Major Objectives
October 4, 2002

2. Topics
• Linkage of Objectives
• Objective Setting Guides
• Major Objectives for Segments & Divisions
• Communication Planning Guidelines

3. Intended Outcomes
Strategic focus
 Helps you set priorities
 Drive strategy

4. Intended Outcomes
Consistent measurement & analysis
 Tools to inform strategic decisions
 Consistent assumptions/approaches enable real ROI
analysis across the organization

5. Intended Outcomes
Effective budget planning & management
 ROI analytics will inform the budget planning process
 Framework for rational budget management decisions
(i.e LE)

6. Intended Outcomes
More efficient resource allocation
 Enables better planning for Creative Services
resources
 Marcom plans will enable CSRs to write all Creative
Briefs

7. Intended Outcomes
Provide customer view of West communications
 Marcom roll-up will provide company-wide views of
communications seen by the customer
 Enable customer-centered strategy

8. Impacts on Planning Today
Segment Mktg Plan
Division Mktg Plan
Budget Planning
Strategic
Marketing
Planning Response Mktg Plan
Marcom Planning
Channel M P
gt lan
Product Planning

9. Objectives Tie Plans Together

10. Major Objectives Logic Flow
CEO Strategic Segments
“Big Three” Marketing
Financial Objectives
Strategic Objectives
SMLF
Leverage TLR Assets Marketing Objectives
Communication Objectives
Lead the Market and knowledge
Define new sales Financial Objectives
Put the customer at LLF Strategic Objectives
the center model and strategy
Marketing Objectives
Drive non-content Communication Objectives
Focus on our
Premium businesses
Financial Objectives
Define long-term Strategic Objectives
print strategy Gov’t
Marketing Objectives
Communication Objectives
Maintain competitive
edge Financial Objectives
Strategic Objectives
Corp Marketing Objectives
Communication Objectives

11. Major Objectives Logic Flow
Strategic Supporting
Segments
Marketing Initiatives
Financial Objectives Westlaw Solo
Strategic Objectives Analytical Linking
SMLF
Marketing Objectives Trial Cases
Leverage TLR Assets Communication Objectives West KM
and knowledge
Financial Objectives West KM
Define new sales LLF Strategic Objectives No-Low Growth
model and strategy Marketing Objectives Intellectual Property
Communication Objectives SO Retention
Drive non-content
businesses
Financial Objectives West Pack: Print Retention
Define long-term Strategic Objectives Sub-segmentation
Gov’t
print strategy Marketing Objectives Case Mgt Systems: ProLaw
Communication Objectives Tech Solutions: West KM
Maintain competitive
edge Financial Objectives Grow Compliance Market
Strategic Objectives Grow Corp Counsel Market
Corp Marketing Objectives Leverage 3rd Party Content
Communication Objectives

12. Major Objectives Logic Flow
Segments Supporting Tactical Plans
Initiatives
Financial Objectives Westlaw Solo
Strategic Objectives Analytical Linking
SMLF
Marketing Objectives Trial Cases
Communication Objectives West KM
Financial Objectives West KM
LLF Strategic Objectives No-Low Growth
Marketing Objectives Intellectual Property
Communication Objectives SO Retention
Financial Objectives West Pack: Print Retention
Strategic Objectives Sub-segmentation
Gov’t
Marketing Objectives Case Mgt Systems: ProLaw
Communication Objectives Tech Solutions: West KM
Financial Objectives Grow Compliance Market
Strategic Objectives Grow Corp Counsel Market
Corp Marketing Objectives Leverage 3rd Party Content
Communication Objectives

13. Major Objectives Logic Flow
Financial Objectives
 Revenue
 Growth
 Profitability
 Budget
Strategic Objectives
(Big Picture Strategy to deliver
Financial Objectives)
 Market Share
 Product Development
 Etc.
Marketing Objectives
What is the desired customer behavior that
will yield the Strategic Objectives?
Communication Objectives
What messages will yield the
Marketing/Strategic Objectives?

14. Guides to Writing Objectives
Purpose: Characteristics:
To define the intent, the means and  Specific
the expected results of a  Quantifiable
strategy or initiative  Time bound
 Consistent with Company strategy
 Aligned with Segment/Division
strategy
 Business performance-oriented
 Drives strategic decisions

15. Guides to Writing Objectives
Establishing Specifics: Quantitative Measures:
 What sales performance have we  Share of market/wallet
achieved historically?  New sales revenue
 What is possible to achieve?  Ancillary usage revenue
 Upsell/Cross-sell revenue
 What are the corporate  Retention rates/revenue
expectations?  Profitability (ROI; marketing cost of sale)
 Category preference
 Brand: agreement with attributes
 Others

16. SMLF Segment Objectives
Financial Objectives:
 Objective #1
 Objective #2
 Objective #3
Supporting Initiatives:
 Launch Westlaw Solo
Strategic Objectives:
 Analytical Linking
 Objective #1
 Objective #2  Launch Trial Cases
 Objective #3  West KM
 West Pack bundles
 Launch Intellectual Property
Marketing Objectives:
 Objective #1  Develop SLF Solutions (ProLaw)
 Objective #2
 Objective #3
Comm. Objectives:
 Objective #1
 Objective #2
 Objective #3

17. LLF Segment Objectives
Financial Objectives:
 Objective #1
 Objective #2
 Objective #3
Supporting Initiatives:
 West KM
Strategic Objectives:
 No-Low Growth
 Objective #1
 Objective #2  Launch Intellectual Property
 Objective #3  SO Retention
Marketing Objectives:
 Objective #1
 Objective #2
 Objective #3
Comm. Objectives:
 Objective #1
 Objective #2
 Objective #3

18. Gov’t Segment Objectives
Financial Objectives:
 Objective #1
 Objective #2
 Objective #3
Supporting Initiatives:
 Print Retention: West Pack bundling
Strategic Objectives:
 Sub-segmentation
 Objective #1
 Objective #2  Align Strategic Focus on: Technology, Core
 Objective #3 Content & Alternate Channels
 Case Management Systems: ProLaw
 Technical Solutions: West KM
Marketing Objectives:
 Objective #1
 Objective #2
 Objective #3
Comm. Objectives:
 Objective #1
 Objective #2
 Objective #3

19. Corporate Segment Objectives
Financial Objectives:
 Objective #1
 Objective #2
 Objective #3
Supporting Initiatives:
 Grow Compliance sectors: Energy, Insurance
Strategic Objectives:
 Grow Corporate Counsel business
 Objective #1
 Objective #2  Leverage 3rd Party content in key verticals
 Objective #3
Marketing Objectives:
 Objective #1
 Objective #2
 Objective #3
Comm. Objectives:
 Objective #1
 Objective #2
 Objective #3

20. Academic Segment Objectives
Financial Objectives:
 Objective #1
 Objective #2
 Objective #3
Supporting Initiatives:
 Determine Lifetime Value of New Attorneys
Strategic Objectives:
 Develop Customer Lifetime Tracking
 Objective #1
 Objective #2  Re-launch Rewards Program
 Objective #3  Re-launch Summer Associate Program
Marketing Objectives:
 Objective #1
 Objective #2
 Objective #3
Comm. Objectives:
 Objective #1
 Objective #2
 Objective #3

21. Divisional Marketing Objectives
Financial Objectives:
 Objective #1
 Objective #2
 Objective #3
Supporting Initiatives:
 TBD
Strategic Objectives:
 Objective #1
 Objective #2
 Objective #3
Marketing Objectives:
 Objective #1
 Objective #2
 Objective #3
Comm. Objectives:
 Objective #1
 Objective #2
 Objective #3

22. Communication Planning
Guideline Validation
1. Benchmarking Research
Marketing Leadership Council studies:
 Trends in the Media Mix, July, 2000
 Measuring Marketing Performance,
August, 2001
 Marketing Investment & Impact
Benchmarks, July, 2002
2. W B Practices
est est
 Internal experts from functional
specialty areas

23. Communication Guidelines
Media Purpose Measures Baselines* % of Budget* *
Advertising (Print) Build Brand Favorability TBD 14%
Product Awareness Reach .90%
Targeting Customer Segments Frequency Varies
% of Media Buy < 25%
CPM $125
Direct Mail Direct Order Response Rate .3% 4%
Lead Generation Average Order $165
Targeting Customer Segments Cost/Sale 48%
Cost/Piece .50
Trade Shows Product Awareness Cost/Event $3500 8%
Build Brand Number of Leads Not Available
Generate Leads Number of Events 270
Revenue/Event Not Available
Cost/Lead
Sponsorships Build Brand Cost/Event 4%
Product Awareness Reach/Event
Targeting Customer Segments RPA
Public Relations/Publicity Build Brand Number of Releases 10/Month 4%
Product Awareness Number of Exposures Not Available
Number of Events Not Available
Sales Collateral Product Awareness Product Line Coverage 38% 6%
Product Information Collateral Usage TBD
Email Marketing Retention Click Rate 4% 1%
Relationship Building Orders .62%
Drive Web Sales Average Order Size $140
Internet Direct Orders Hits/Week 47,000 6%
Lead Generation Unique Visitors/Week 29,000
Product Information New Visitors/Week 22,000
Account Services Orders/Week 403
Leads/Week 600
* West historical data
* * Percent of marketing budget allocated to communications. Benchmarks from
B2B study by Marketing Leadership Counsel, July, 2002

24. Communication Guidelines
Media Purpose
Advertising (Print) Build Brand
Product Awareness
Targeting Customer Segments
Tactical mix:
media & Direct Mail Direct Order
purpose Lead Generation
Targeting Customer Segments
Trade Shows Product Awareness
Build Brand
Generate Leads
Sponsorships Build Brand
Product Awareness
Targeting Customer Segments
Public Relations/Publicity Build Brand
Product Awareness
Sales Collateral Product Awareness
Product Information
Email Marketing Retention
Relationship Building
Drive Web Sales
Internet Direct Orders
Lead Generation
Product Information
Account Services

25. Communication Guidelines
Media % of Budget: M C Study
L % of Budget: W 2002
est
Advertising (Print) 14% 12%
Direct Mail 4% 16%
Tactical mix:
Trade Shows 8% 6%
Budget
allocations Sponsorships 4% Not Available
Public Relations/Publicity 4% Not Available
Sales Collateral 6% 5%
Email Marketing 1% Not Available
Internet 6% 2%
Marketing Leadership Council findings: W 2002 P
est lanned
76 % of marketing budget allocated to Budget
Communications
30% of those Communications not part of the West mix
(i.e. Radio/TV broadcast, Outdoor, etc.)

26. Mix Guidelines
Marcom Deliverable: Communication Mix
Lead Generation Direct Mail
Telemarketing
Internet
Trade Show promo/demo

27. Mix Guidelines
Marcom Deliverable: Communication Mix
Lead Generation Direct Mail
Product Support Internet
Trade Show promo/demo
Telemarketing
Email Marketing

28. Mix Guidelines
Marcom Deliverable: Communication Mix
Lead Generation Direct Mail
Product Support Publicity/PR
New Product Launch Sales Collateral
Internet
Trade Show promo/demo
Telemarketing

29. Mix Guidelines
Marcom Deliverable: Communication Mix
Lead Generation
Product Support Advertising
New Product Launch Trade Show
Brand Equity Enhancement Sponsorships
Internet
Publicity

30. Mix Guidelines
Marcom Deliverable: Communication Mix
Lead Generation
Product Support
New Product Launch
Brand Equity Enhancement Email Marketing
Retention/Loyalty Sponsorships
Direct Mail

31. Mix Guidelines
Marcom Deliverable: Communication Mix
Lead Generation
Product Support
New Product Launch Advertising
Brand Equity Enhancement Publicity
Retention/Loyalty Trade Shows
Sponsorships
Corporate Launch
Sales Collateral
Internet

32. Components of Final Marcom Plan
Situation Analysis
 Market Assessment
 Customer/Sales Trends
 Channel/Operations
Assessment
 Technology/Product Overview
 SWOT
 Insights from ’02 marcom
Note:
Marcom Plan is a subset of the Marketing
Plan.

33. Components of Final Marcom Plan
Situation Analysis
Competitive Summary Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Strengths Technology/Product Overview
SWOT
Weaknesses
Forecast of competitive activity

34. Components of Final Marcom Plan
Situation Analysis
Marcom Objectives Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Financial Objectives Technology/Product Overview
SWOT
Strategic Objectives Competitive Summary
Marketing Objectives
Communication Objectives

35. Components of Final Marcom Plan
Situation Analysis
Key Customers Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Trends/Insights for: Technology/Product Overview
SWOT
Sub Segments Competitive Summary
Marcom Objectives
Local Zones Financial Objectives
Strategic Objectives
Practice Areas Marketing Objectives
Communication Objectives
Functional Areas
Technology/Channel Users

36. Components of Final Marcom Plan
Situation Analysis
Key Messages Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Brand Technology/Product Overview
SWOT
Customer/Grass Roots Competitive Summary
Marcom Objectives
Product Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users

37. Components of Final Marcom Plan
Situation Analysis
Budget % of marcom $ Market Assessment
Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview
Trade Shows % of total spend SWOT
Sales Collateral % of total spend Competitive Summary
Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product

38. Components of Final Marcom Plan
Situation Analysis
Budget % of marcom $ Market Assessment
Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview
Trade Shows % of total spend SWOT
Sales Collateral % of total spend Competitive Summary
Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives
Key Customers
Strategy check:
Sub Segments
Strategic priorities vs. budget allocation
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product

39. Components of Final Marcom Plan
Situation Analysis
Budget % of marcom $ Market Assessment
Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview
Trade Shows % of total spend SWOT
Sales Collateral % of total spend Competitive Summary
Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Transactions % Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product

40. Components of Final Marcom Plan
Situation Analysis
Budget % of marcom $ Market Assessment
Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview
Trade Shows % of total spend SWOT
Sales Collateral % of total spend Competitive Summary
Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Transactions % Functional Areas
Technology/Channel Users
Lead Generation %
Key Messages
Brand
Customer/Grass Roots
Product

41. Components of Final Marcom Plan
Situation Analysis
Budget % of marcom $ Market Assessment
Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview
Trade Shows % of total spend SWOT
Sales Collateral % of total spend Competitive Summary
Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Transactions % Functional Areas
Technology/Channel Users
Lead Generation %
Key Messages
Retention % Brand
Customer/Grass Roots
Product

42. Components of Final Marcom Plan
Situation Analysis
Budget % of marcom $ Market Assessment
Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview
Trade Shows % of total spend SWOT
Sales Collateral % of total spend Competitive Summary
Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Transactions % Functional Areas
Technology/Channel Users
Lead Generation %
Key Messages
Retention % Brand
Customer/Grass Roots
Acquisition/Up Sell % Product

43. Components of Final Marcom Plan
Situation Analysis
Budget % of marcom $ Market Assessment
Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview
Trade Shows % of total spend SWOT
Sales Collateral % of total spend Competitive Summary
Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Transactions % Functional Areas
Technology/Channel Users
Lead Generation %
Key Messages
Retention % Brand
Customer/Grass Roots
Acquisition/Up Sell % Product
Brand/Category
Awareness %

44. Components of Final Marcom Plan
Situation Analysis Budget
Implementation Strategy Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Direct Mail Plan Technology/Product Overview
SWOT
Advertising Plan Competitive Summary
Marcom Objectives
PR/Publicity Plan Financial Objectives
Strategic Objectives
Trade Show Plan Marketing Objectives
Communication Objectives
Strategic Relations Plan Key Customers
Sub Segments
Internet/Email Plan Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product

45. Components of Final Marcom Plan
Situation Analysis Budget
Schedule Market Assessment Implementation Strategy
Customer/Sales Trends Direct Mail Plan
Channel/Operations Assessment Advertising Plan
Technology/Product Overview PR/Publicity Plan
SWOT Trade Show Plan
Competitive Summary Strategic Relations Plan
Internet/Email Plan
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product

46. Components of Final Marcom Plan
Situation Analysis Budget
Metrics Market Assessment Implementation Strategy
Customer/Sales Trends Direct Mail Plan
Channel/Operations Assessment Advertising Plan
Cost: benchmarks & targets Technology/Product Overview PR/Publicity Plan
SWOT Trade Show Plan
Revenue: benchmarks & targets Competitive Summary Strategic Relations Plan
Internet/Email Plan
Marcom Objectives
Brand: agreement with attributes Financial Objectives
Schedule
Strategic Objectives
Other: return on objectives Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product

47. Components of Final Marcom Plan
Situation Analysis Key Messages
Market Assessment Brand
Customer/Sales Trends Customer/Grass Roots
Channel/Operations Product
Assessment
Budget
Technology/Product
Overview Implementation Strategy
SWOT Direct Mail Plan
Competitive Summary Advertising Plan
Marcom Objectives PR/Publicity Plan
Trade Show Plan
Financial Objectives
Strategic Relations Plan
Strategic Objectives
Internet/Email Plan
Marketing Objectives
Communication Objectives Schedule
Metrics
Key Customers Cost: benchmarks &
targets
Sub Segments
Revenue: benchmarks &
Local Zones
targets
Practice Areas
Brand: agreement with
Functional Areas attributes
Technology/Channel Other: return on
Users objectives

48. Next Steps for Planning
Phase I
Deliverable Owner Due
Market Assessment DOMs, Segment
Mktg
Write Objectives DOMs, Segment
Mktg
Identify key initiatives DOMs, Segment Complete
Mktg

49. Next Steps for Planning
Phase II
Deliverable Owner Due
Feed Marcom Plan: Segment/Division
Market Assessment, Mktg
Competitive
Summary, Key
Customers/Messages
Budget, Schedule
Communication DOMs,
Recommendations Communication
template Planning Team
Roll up/validate BMMS 10/31
marcom plans

50. Contacts
John G. Olson
Carrie Olson
Marketing Communication Planning & Analysis