SlideShare a Scribd company logo
You can Pay With a Tweet to Download this presentation - copy the link https://www.paywithatweet.com/pay/?
id=65b8dac80a957d678af4fd4df42f94cb

what is

comms planning
Julian Cole

head of comms planning, bbh nyc
the role of the Comms Planners in a
creative agency is to provide strategic
rigour to the implementation of a campaign
In a creative agency there are two types of
planners

comms planners
and

brand planners
they are the ying and yang
of planning any
great creative campaign
comms planners
are responsible
for the mechanics
of the campaign

brand planners
are responsible
for the message
of the campaign

5
a typical creative process
CLIENT
BRIEF

POSITIONING

BIG
IDEA

COMMS
TASKS

CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TACTICS
brand planners take the lead in
getting to the Positioning
CLIENT
BRIEF

POSITIONING

BIG
IDEA

COMMS
TASKS

CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TACTICS

comms planners play a supporting role
brand planner play a supporting role
CLIENT
BRIEF

POSITIONING

BIG
IDEA

COMMS
TASKS

CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TACTICS

comms planners take the lead getting to the
Comms Tasks and Campaign Tactics
NOW FOR AN EXAMPLE
http://www.youtube.com/watch?v=7DzWvmdK2Ho
http://www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
WATCH THE CASE STUDY FIRST
www.youtube.com/watch?v=7DzWvmdK2Ho
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM

POSITIONING

CAMPAIGN IDEA

BARRIER

BARRIER

BARRIER

COMMS
TASK 1

COMMS
TASK 2

COMMS
TASK 3

TACTICS

TACTICS

TACTICS
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING

CAMPAIGN IDEA

BARRIER

BARRIER

BARRIER

COMMS
TASK 1

COMMS
TASK 2

COMMS
TASK 3

TACTICS

TACTICS

TACTICS
business problem to positioning
(brand planner)
The brand planner looks for the
intersection of the product, cultural and
consumer truth that gives the brand a
positioning that is unique and ownable
in the market.
The Comms Planner aids in finding these
truths by analyzing relevant data
PRODUCT TRUTH
Puma creates sports clothes for everyday wear. They have
never been too serious, they only sponsor athletes that have
fun while competing (Pele, Maradona, Usain Bolt)
CULTURAL TRUTH
Sports advertising is dark, overcomplicated, technical,
serious and painful. e.g Nike ‘Just do it’
CONSUMER TRUTH
Life to them was a game, they were the after hours athlete.
The target were highly competitive in everything they did.
They loved whenever they got the opportunity to compete
socially against their friends.
POSITIONING
PUMA IS THE BRAND FOR THE AFTER HOURS
ATHLETE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE

CAMPAIGN IDEA

BARRIER

BARRIER

BARRIER

COMMS
TASK 1

COMMS
TASK 2

COMMS
TASK 3

TACTICS

TACTICS

TACTICS
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL

BARRIER

BARRIER

BARRIER

COMMS
TASK 1

COMMS
TASK 2

COMMS
TASK 3

TACTICS

TACTICS

TACTICS
barriers to comms tasks
(comms planner & brand planner)
After the brand idea has been decided,
the planners then needs to identify the
barriers in the way to achieving that
positioning.
They do this by creating a consumer
journey to work out the barriers. The
Brand and Comms Planner then create
the tasks that the brand has to do to
overcome these barrier.
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS

COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA

COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS

COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE

COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA

COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES

COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING

COMMS TASK 3
INVITE NEW
CONSUMERS TO BE
AN AFTER HOURS
ATHLETES
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL

TASK 1
ESTABLISH

TASK 2
ADD VALUE

TASK 3
INVITE

TACTICS

TACTICS

TACTICS
comms tasks to channels/tactics
(comms planner)
The Comms Planner then works with the
Media Planner to work out what are the
best channels to answer that task brief.
It is the job of the Comms Planner with
the Brand Planner to brief the creative
teams, publishers and agency partners.
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS

COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE

TACTICS
TV/CINEMA
PRINT/OUTDOOR
INSTORE

COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA

COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES

TACTICS
PRODUCT LINE
DIGITAL HUB

COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING

COMMS TASK 3
INVITE NEW
CONSUMERS TO BE
AN AFTER HOURS
ATHLETES

TACTICS
BAR ACTIVATIONS
INSTORE ACTIVATIONS
DIGITAL HUB
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL

TASK 1
ESTABLISH

TV/CINEMA
PRINT/OUTDOOR
IN BAR

TASK 2
ADD VALUE

PRODUCT LINE
DIGITAL HUB

TASK 3
INVITE

ACTIVATIONS
campaign roll out
A campaign roll out helps to show the
timings of all the activity. It visualizes the
campaign in its entirety from a timings
perspective.
This will be done in conjunction with the
Media Planner who will plan when the
media goes live
CAMPAIGN ROLL OUT
AUG

SEP

OCT

NOV

DEC

JAN

TV/CINEMA

TASK 1
ESTABLISH

PRINT/OUTDOOR
FACEBOOK/TWITTER
RICH AND FLASH BANNERS

TASK 2
ADD VALUE

DIGITAL HUB/FOURSQUARE
RETAIL PRODUCTS

TASK 3
INVITE

BAR ACTIVATION
IN STORE ACTIVATION
campaign eco-system

The campaign eco-system is important to
help show how all the communication
elements work together and where they
are driving consumers.
CAMPAIGN ECO-SYSTEM
TV/CINEMA

PRINT/
OUTDOOR

BANNERS
(RICH AND
FLASH)

SEARCH

DIGITAL HUB
FACEBOOK/
TWITTER

TYPE OF LINK
IN-BAR
ACTIVATIONS

INSTORE
ACTIVATIONS

INDIRECT
DIRECT
key performance indicators
It is the role of the Comms Planner to take
the overall business objectives and break
them down into specific goals/targets for
the comms tasks and the executions that
answer that task.
They then must implement the tracking of
these tasks and report and optimize the
performance of the executions
GOAL FOR DIGITAL HUB
METRIC FOR SUCCESS
C
SALES GROWTH

PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS
KEY IMAGE ATTRIBUTES
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME

TARGET

ACTUAL

8%

10.4%

52%

66%

52%/46%

42%/66%

1,400,000

1,568,120

2:20

1:45

75%/60%

86%/76%

20%+

25%

COMMS TASKS - ADD VALUE
DIGITAL HUB

VISITS TO THE SITE

TIME ON SITE
EXIT POLL ON SITE
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
EXIT POLL ON SITE
ADDS VALUE TO MY NIGHT OUT VS.
CONTROL
5 great resources
seminal book on comms planning
space race - an inside view of the future of communications planning - jim taylor
book on the basics of media planning
how to navigate the media flow - hamish pringle and jim marshall
great panel on comms planning
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
‘crash course in comms planning’
strategy essay on puma’s campaign
2011 jay chiat grand prix - puma social paper
5 great resources
seminal book on comms planning
http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516http://
spacewww.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516
race - an inside view of the future of communications planning - jim taylor

http://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/B006GOXM5Y/
book on the basics of media planning
ref=sr_1_1?s=books&ie=UTF8&qid=1382405577&sr=1-1&keywords=how+to+navigate+the
how to navigate the media flow - hamish pringle and jim marshall
+media+flowhttp://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/
great panel on comms planning
http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/
e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-Course/
527585589/http://www.skillshare.com/classes/social-good/Communications-Planning-Crash‘crash course in comms planning’
Course/527585589/
strategy essay on puma’s campaign
http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdfhttp://
www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf
2011 jay chiat grand prix - puma social paper
leading comms planners
https://twitter.com/colleddyhttps://twitter.com/colleddy
Colleen Leddy, Group Comms Strategy Director, Droga5
https://twitter.com/lachhallhttps://twitter.com/lachhall
Lach Hall, Comms Strategy Director, Silver and Partners
Amber Finlay, Global Director of Comms Planning, Arnold Worldwide
https://twitter.com/its_amberhttps://twitter.com/https://

https://twitter.com/Lestermarkyhttps://twitter.com/Lestermarky
Mark Lester, Communications Planner, Carat
https://twitter.com/MJH001https://twitter.com/MJH001
Matt Houltham, Managing Partner, Naked
Eric Pakurar, Head of Strategy, Geometry Global
https://twitter.com/pakyouarehttps://twitter.com/pakyouare

http://www.linkedin.com/pub/christine-chen/4/503/84bhttp://
Christine Chen, Director of Communication Strategy, GS&P

Eric Druckenmiller, Communications Strategy Director, Anomaly
http://www.linkedin.com/in/ericdruckenmillerhttp://www.linkedin.com/
https://www.paywithatweet.com/pay/?
id=65b8dac80a957d678af4fd4df42f94cbhttps://
www.paywithatweet.com/pay/?
id=65b8dac80a957d678af4fd4df42f94cbhttps://
www.paywithatweet.com/pay/?
id=65b8dac80a957d678af4fd4df42f94cbhttps://
www.paywithatweet.com/pay/?
id=65b8dac80a957d678af4fd4df42f94cb

pay with a tweet
to download this presentation

More Related Content

What's hot

A Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better togetherA Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better together
Nina Hensarling
 
What is a great digital creative brief
What is a great digital creative briefWhat is a great digital creative brief
What is a great digital creative brief
Julian Cole
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief Workshop
Beloved Brands Inc.
 
Benjamin Zoll - Communication Planning
Benjamin Zoll - Communication PlanningBenjamin Zoll - Communication Planning
Benjamin Zoll - Communication Planning
Stas Kremnev
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
Julian Cole
 
50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon
Julian Cole
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
Idris Mootee
 
Tbwa speech
Tbwa speechTbwa speech
Tbwa speech
Peterson Tran
 
Disruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanervaDisruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanerva
io_Works
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
Mitya Voskresensky
 
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
Michael Goldstein
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAIL
Ivan Chernopyatko
 
Strategic Planning Cheats
Strategic Planning CheatsStrategic Planning Cheats
Strategic Planning Cheats
Andreas Krasser
 
Strategic Planning In Advertising
Strategic Planning In AdvertisingStrategic Planning In Advertising
Strategic Planning In Advertising
Griffin Farley
 
Inspiring Creativity
Inspiring CreativityInspiring Creativity
Inspiring Creativity
Daniele Fiandaca
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
David Bell
 
Lovemarks academy 2013 s&ss
Lovemarks academy 2013 s&ssLovemarks academy 2013 s&ss
Lovemarks academy 2013 s&ss
Saatchi & Saatchi S
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdf
Idzwan Yacob
 
Airbnb Social Media Plan
Airbnb Social Media PlanAirbnb Social Media Plan
Airbnb Social Media Plan
Leanne Sheth
 
Developing A Winning Brand Strategy
Developing A Winning Brand StrategyDeveloping A Winning Brand Strategy
Developing A Winning Brand Strategy
Laura Moffat, PhD
 

What's hot (20)

A Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better togetherA Plea for brand and comms planners to work better together
A Plea for brand and comms planners to work better together
 
What is a great digital creative brief
What is a great digital creative briefWhat is a great digital creative brief
What is a great digital creative brief
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief Workshop
 
Benjamin Zoll - Communication Planning
Benjamin Zoll - Communication PlanningBenjamin Zoll - Communication Planning
Benjamin Zoll - Communication Planning
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
 
50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
 
Tbwa speech
Tbwa speechTbwa speech
Tbwa speech
 
Disruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanervaDisruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanerva
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
 
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAIL
 
Strategic Planning Cheats
Strategic Planning CheatsStrategic Planning Cheats
Strategic Planning Cheats
 
Strategic Planning In Advertising
Strategic Planning In AdvertisingStrategic Planning In Advertising
Strategic Planning In Advertising
 
Inspiring Creativity
Inspiring CreativityInspiring Creativity
Inspiring Creativity
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
 
Lovemarks academy 2013 s&ss
Lovemarks academy 2013 s&ssLovemarks academy 2013 s&ss
Lovemarks academy 2013 s&ss
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdf
 
Airbnb Social Media Plan
Airbnb Social Media PlanAirbnb Social Media Plan
Airbnb Social Media Plan
 
Developing A Winning Brand Strategy
Developing A Winning Brand StrategyDeveloping A Winning Brand Strategy
Developing A Winning Brand Strategy
 

Viewers also liked

Netflix Digital Strategy
Netflix Digital StrategyNetflix Digital Strategy
Netflix Digital Strategy
VCCP
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideas
Julian Cole
 
FAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital StrategyFAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital Strategy
Patrick Meehan
 
QUIT PIANO LESSONS (a digital strategy for Playground Sessions)
QUIT PIANO LESSONS  (a digital strategy for Playground Sessions)QUIT PIANO LESSONS  (a digital strategy for Playground Sessions)
QUIT PIANO LESSONS (a digital strategy for Playground Sessions)
becca taylor
 
Digital Strategy - Playground Sessions
Digital Strategy - Playground SessionsDigital Strategy - Playground Sessions
Digital Strategy - Playground Sessions
Liane Siebenhaar
 
A digital strategy for Lindsay Lohan
A digital strategy for Lindsay LohanA digital strategy for Lindsay Lohan
A digital strategy for Lindsay Lohan
Kristian Henschel
 
Digital Strategy for Netflix: Hemlock Grove
Digital Strategy for Netflix: Hemlock GroveDigital Strategy for Netflix: Hemlock Grove
Digital Strategy for Netflix: Hemlock Grove
Vanessa Vela
 
Unique.! This is professional, clean, creative, simple presentation template..
Unique.! This is professional, clean, creative, simple presentation template..Unique.! This is professional, clean, creative, simple presentation template..
Unique.! This is professional, clean, creative, simple presentation template..
Buddy Prescinton
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
Griffin Farley
 
Concepts of planning and control in management
Concepts of planning and control in managementConcepts of planning and control in management
Concepts of planning and control in management
Jun Mendoza
 
Lesson planning
Lesson planningLesson planning
Lesson planning
Ruth Senorin
 
Planning concepts and strategies
Planning concepts and strategiesPlanning concepts and strategies
Planning concepts and strategies
Sittie Pieron Abutazil-du
 
Enterprise resource planning powerpoint presentation templates
Enterprise resource planning powerpoint presentation templatesEnterprise resource planning powerpoint presentation templates
Enterprise resource planning powerpoint presentation templates
SlideTeam.net
 
Four steps to creating a blogger outreach program
Four steps to creating a blogger outreach programFour steps to creating a blogger outreach program
Four steps to creating a blogger outreach program
Julian Cole
 
How to measure Digital
How to measure DigitalHow to measure Digital
How to measure Digital
Julian Cole
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017
Julian Cole
 
Experiência do consumidor jun17
Experiência do consumidor jun17Experiência do consumidor jun17
Experiência do consumidor jun17
Talita Vasconcelos
 
10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't Suck10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't Suck
Presentation Panda
 

Viewers also liked (18)

Netflix Digital Strategy
Netflix Digital StrategyNetflix Digital Strategy
Netflix Digital Strategy
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideas
 
FAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital StrategyFAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital Strategy
 
QUIT PIANO LESSONS (a digital strategy for Playground Sessions)
QUIT PIANO LESSONS  (a digital strategy for Playground Sessions)QUIT PIANO LESSONS  (a digital strategy for Playground Sessions)
QUIT PIANO LESSONS (a digital strategy for Playground Sessions)
 
Digital Strategy - Playground Sessions
Digital Strategy - Playground SessionsDigital Strategy - Playground Sessions
Digital Strategy - Playground Sessions
 
A digital strategy for Lindsay Lohan
A digital strategy for Lindsay LohanA digital strategy for Lindsay Lohan
A digital strategy for Lindsay Lohan
 
Digital Strategy for Netflix: Hemlock Grove
Digital Strategy for Netflix: Hemlock GroveDigital Strategy for Netflix: Hemlock Grove
Digital Strategy for Netflix: Hemlock Grove
 
Unique.! This is professional, clean, creative, simple presentation template..
Unique.! This is professional, clean, creative, simple presentation template..Unique.! This is professional, clean, creative, simple presentation template..
Unique.! This is professional, clean, creative, simple presentation template..
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
 
Concepts of planning and control in management
Concepts of planning and control in managementConcepts of planning and control in management
Concepts of planning and control in management
 
Lesson planning
Lesson planningLesson planning
Lesson planning
 
Planning concepts and strategies
Planning concepts and strategiesPlanning concepts and strategies
Planning concepts and strategies
 
Enterprise resource planning powerpoint presentation templates
Enterprise resource planning powerpoint presentation templatesEnterprise resource planning powerpoint presentation templates
Enterprise resource planning powerpoint presentation templates
 
Four steps to creating a blogger outreach program
Four steps to creating a blogger outreach programFour steps to creating a blogger outreach program
Four steps to creating a blogger outreach program
 
How to measure Digital
How to measure DigitalHow to measure Digital
How to measure Digital
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017
 
Experiência do consumidor jun17
Experiência do consumidor jun17Experiência do consumidor jun17
Experiência do consumidor jun17
 
10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't Suck10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't Suck
 

Similar to What is Comms Planning?

PUMA Wristband Process Book
PUMA Wristband Process BookPUMA Wristband Process Book
PUMA Wristband Process Book
Michael Gluzman
 
Digital Communications Strategy & Executions - USF Digital Media Course
Digital Communications Strategy & Executions - USF Digital Media CourseDigital Communications Strategy & Executions - USF Digital Media Course
Digital Communications Strategy & Executions - USF Digital Media Course
Eric Ritter
 
Startup & Marketing #4 : how to start a startup
Startup & Marketing #4 : how to start a startupStartup & Marketing #4 : how to start a startup
Startup & Marketing #4 : how to start a startup
Jean Michel
 
How to Build a World-Class Marketing Organization
How to Build a World-Class Marketing OrganizationHow to Build a World-Class Marketing Organization
How to Build a World-Class Marketing Organization
We Are Marketing
 
Martin Agency Creative Critique | Newhouse Advertising Graduate Program
Martin Agency Creative Critique | Newhouse Advertising Graduate ProgramMartin Agency Creative Critique | Newhouse Advertising Graduate Program
Martin Agency Creative Critique | Newhouse Advertising Graduate Program
Samuel Smith
 
Pragmatic Marketer Summer 2016
Pragmatic Marketer Summer 2016Pragmatic Marketer Summer 2016
Pragmatic Marketer Summer 2016
Pragmatic Marketing
 
Strategy department
Strategy department Strategy department
Strategy department
Anton. E. Spirin
 
The Key to Building Better Products
The Key to Building Better ProductsThe Key to Building Better Products
The Key to Building Better Products
Pragmatic Marketing
 
The Customer Architecture Model
The Customer Architecture ModelThe Customer Architecture Model
The Customer Architecture Model
Tim Elliott
 
Marketing Strategy for a new Real estate start up
Marketing Strategy for a new Real estate start upMarketing Strategy for a new Real estate start up
Marketing Strategy for a new Real estate start up
MANISH SRIVASTTAVA
 
Real Estate
Real EstateReal Estate
Real Estate
MANISH SRIVASTTAVA
 
Place brand training
Place brand trainingPlace brand training
Place brand training
Ed Burghard
 
Class One
Class OneClass One
Class One
ggyorgy10
 
Adweek - Social Media Strategies (Digital Marketing Today: S18)
Adweek - Social Media Strategies (Digital Marketing Today: S18)Adweek - Social Media Strategies (Digital Marketing Today: S18)
Adweek - Social Media Strategies (Digital Marketing Today: S18)
Julian Gamboa
 
AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...
AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...
AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...
European Innovation Academy
 
design-the-future-slides-2022.pptx
design-the-future-slides-2022.pptxdesign-the-future-slides-2022.pptx
design-the-future-slides-2022.pptx
ictlab3
 
Sydney Buxton Artist / Designer / Visual Storyteller
Sydney Buxton Artist / Designer / Visual StorytellerSydney Buxton Artist / Designer / Visual Storyteller
Sydney Buxton Artist / Designer / Visual Storyteller
Sydney Buxton
 
Boomtown Brochure
Boomtown BrochureBoomtown Brochure
Boomtown Brochure
janine_pezarro
 
BAM Conference Notes
BAM Conference NotesBAM Conference Notes
BAM Conference Notes
Aida Abdul Razak
 
Creating a business first digital marketing strategy
Creating a business first digital marketing strategyCreating a business first digital marketing strategy
Creating a business first digital marketing strategy
Nilotpal [Neil] Roy
 

Similar to What is Comms Planning? (20)

PUMA Wristband Process Book
PUMA Wristband Process BookPUMA Wristband Process Book
PUMA Wristband Process Book
 
Digital Communications Strategy & Executions - USF Digital Media Course
Digital Communications Strategy & Executions - USF Digital Media CourseDigital Communications Strategy & Executions - USF Digital Media Course
Digital Communications Strategy & Executions - USF Digital Media Course
 
Startup & Marketing #4 : how to start a startup
Startup & Marketing #4 : how to start a startupStartup & Marketing #4 : how to start a startup
Startup & Marketing #4 : how to start a startup
 
How to Build a World-Class Marketing Organization
How to Build a World-Class Marketing OrganizationHow to Build a World-Class Marketing Organization
How to Build a World-Class Marketing Organization
 
Martin Agency Creative Critique | Newhouse Advertising Graduate Program
Martin Agency Creative Critique | Newhouse Advertising Graduate ProgramMartin Agency Creative Critique | Newhouse Advertising Graduate Program
Martin Agency Creative Critique | Newhouse Advertising Graduate Program
 
Pragmatic Marketer Summer 2016
Pragmatic Marketer Summer 2016Pragmatic Marketer Summer 2016
Pragmatic Marketer Summer 2016
 
Strategy department
Strategy department Strategy department
Strategy department
 
The Key to Building Better Products
The Key to Building Better ProductsThe Key to Building Better Products
The Key to Building Better Products
 
The Customer Architecture Model
The Customer Architecture ModelThe Customer Architecture Model
The Customer Architecture Model
 
Marketing Strategy for a new Real estate start up
Marketing Strategy for a new Real estate start upMarketing Strategy for a new Real estate start up
Marketing Strategy for a new Real estate start up
 
Real Estate
Real EstateReal Estate
Real Estate
 
Place brand training
Place brand trainingPlace brand training
Place brand training
 
Class One
Class OneClass One
Class One
 
Adweek - Social Media Strategies (Digital Marketing Today: S18)
Adweek - Social Media Strategies (Digital Marketing Today: S18)Adweek - Social Media Strategies (Digital Marketing Today: S18)
Adweek - Social Media Strategies (Digital Marketing Today: S18)
 
AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...
AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...
AIA2018 - Rene Rumberg - Marketing: Tools & Software to Acquire Your First Cu...
 
design-the-future-slides-2022.pptx
design-the-future-slides-2022.pptxdesign-the-future-slides-2022.pptx
design-the-future-slides-2022.pptx
 
Sydney Buxton Artist / Designer / Visual Storyteller
Sydney Buxton Artist / Designer / Visual StorytellerSydney Buxton Artist / Designer / Visual Storyteller
Sydney Buxton Artist / Designer / Visual Storyteller
 
Boomtown Brochure
Boomtown BrochureBoomtown Brochure
Boomtown Brochure
 
BAM Conference Notes
BAM Conference NotesBAM Conference Notes
BAM Conference Notes
 
Creating a business first digital marketing strategy
Creating a business first digital marketing strategyCreating a business first digital marketing strategy
Creating a business first digital marketing strategy
 

Recently uploaded

Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
MajIman2
 
Steps to Register Company in Dubai Mainland.pptx
Steps to Register Company in Dubai Mainland.pptxSteps to Register Company in Dubai Mainland.pptx
Steps to Register Company in Dubai Mainland.pptx
blackswanbss
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
GauriKale30
 
Floating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solutionFloating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solution
PMSME
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
Compliance Vision
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
Denis Gagné
 
Solution manual for canadian income taxation 20222023 25th edition by william...
Solution manual for canadian income taxation 20222023 25th edition by william...Solution manual for canadian income taxation 20222023 25th edition by william...
Solution manual for canadian income taxation 20222023 25th edition by william...
stanslausnzuki569
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
grizzyhuncho
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
OliviaCox14
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
حبوب الاجهاض سايتوتك للبيع في الامارات cytotec واتس 00966583759617
 
India's 5 Most Promising E-Mobility Companies 2024.pdf
India's 5 Most Promising E-Mobility Companies  2024.pdfIndia's 5 Most Promising E-Mobility Companies  2024.pdf
India's 5 Most Promising E-Mobility Companies 2024.pdf
insightssuccess2
 
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdfEN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
ivanparu86
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
imranmalik114455
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
Divyanshu56740
 
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors DataMid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Exhibitors Data
 
What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.
Doug Hall
 
High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...
susmagarg02
 

Recently uploaded (20)

Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
 
Steps to Register Company in Dubai Mainland.pptx
Steps to Register Company in Dubai Mainland.pptxSteps to Register Company in Dubai Mainland.pptx
Steps to Register Company in Dubai Mainland.pptx
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
 
Floating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solutionFloating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solution
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
 
Solution manual for canadian income taxation 20222023 25th edition by william...
Solution manual for canadian income taxation 20222023 25th edition by william...Solution manual for canadian income taxation 20222023 25th edition by william...
Solution manual for canadian income taxation 20222023 25th edition by william...
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
 
India's 5 Most Promising E-Mobility Companies 2024.pdf
India's 5 Most Promising E-Mobility Companies  2024.pdfIndia's 5 Most Promising E-Mobility Companies  2024.pdf
India's 5 Most Promising E-Mobility Companies 2024.pdf
 
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdfEN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
 
DEMO_Aboveground Storage Tank Inspection.pdf
DEMO_Aboveground Storage Tank Inspection.pdfDEMO_Aboveground Storage Tank Inspection.pdf
DEMO_Aboveground Storage Tank Inspection.pdf
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
 
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors DataMid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
 
What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.
 
High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Nashik 000XX00000 Provide Best And Top Girl Service And No1 i...
 

What is Comms Planning?

  • 1. You can Pay With a Tweet to Download this presentation - copy the link https://www.paywithatweet.com/pay/? id=65b8dac80a957d678af4fd4df42f94cb what is comms planning Julian Cole head of comms planning, bbh nyc
  • 2. the role of the Comms Planners in a creative agency is to provide strategic rigour to the implementation of a campaign
  • 3. In a creative agency there are two types of planners comms planners and brand planners
  • 4. they are the ying and yang of planning any great creative campaign
  • 5. comms planners are responsible for the mechanics of the campaign brand planners are responsible for the message of the campaign 5
  • 6. a typical creative process CLIENT BRIEF POSITIONING BIG IDEA COMMS TASKS CAMPAIGN CAMPAIGN IMPLEMENTATION TACTICS
  • 7. brand planners take the lead in getting to the Positioning CLIENT BRIEF POSITIONING BIG IDEA COMMS TASKS CAMPAIGN CAMPAIGN IMPLEMENTATION TACTICS comms planners play a supporting role
  • 8. brand planner play a supporting role CLIENT BRIEF POSITIONING BIG IDEA COMMS TASKS CAMPAIGN CAMPAIGN IMPLEMENTATION TACTICS comms planners take the lead getting to the Comms Tasks and Campaign Tactics
  • 9. NOW FOR AN EXAMPLE http://www.youtube.com/watch?v=7DzWvmdK2Ho http://www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// www.youtube.com/watch?v=7DzWvmdK2Hohttp:// WATCH THE CASE STUDY FIRST www.youtube.com/watch?v=7DzWvmdK2Ho
  • 10. CAMPAIGN ARCHITECTURE BUSINESS PROBLEM POSITIONING CAMPAIGN IDEA BARRIER BARRIER BARRIER COMMS TASK 1 COMMS TASK 2 COMMS TASK 3 TACTICS TACTICS TACTICS
  • 11. CAMPAIGN ARCHITECTURE BUSINESS PROBLEM LOST RELEVANCE WITH KEY YOUTH MARKET POSITIONING CAMPAIGN IDEA BARRIER BARRIER BARRIER COMMS TASK 1 COMMS TASK 2 COMMS TASK 3 TACTICS TACTICS TACTICS
  • 12. business problem to positioning (brand planner) The brand planner looks for the intersection of the product, cultural and consumer truth that gives the brand a positioning that is unique and ownable in the market. The Comms Planner aids in finding these truths by analyzing relevant data
  • 13. PRODUCT TRUTH Puma creates sports clothes for everyday wear. They have never been too serious, they only sponsor athletes that have fun while competing (Pele, Maradona, Usain Bolt) CULTURAL TRUTH Sports advertising is dark, overcomplicated, technical, serious and painful. e.g Nike ‘Just do it’ CONSUMER TRUTH Life to them was a game, they were the after hours athlete. The target were highly competitive in everything they did. They loved whenever they got the opportunity to compete socially against their friends.
  • 14. POSITIONING PUMA IS THE BRAND FOR THE AFTER HOURS ATHLETE
  • 15. BUSINESS PROBLEM LOST RELEVANCE WITH KEY YOUTH MARKET POSITIONING PUMA IS THE BRAND FOR THE AFTER HOURS ATHLETE CAMPAIGN IDEA BARRIER BARRIER BARRIER COMMS TASK 1 COMMS TASK 2 COMMS TASK 3 TACTICS TACTICS TACTICS
  • 16. BUSINESS PROBLEM LOST RELEVANCE WITH KEY YOUTH MARKET POSITIONING PUMA IS THE BRAND FOR THE AFTER HOURS ATHLETE CAMPAIGN IDEA PUMA SOCIAL BARRIER BARRIER BARRIER COMMS TASK 1 COMMS TASK 2 COMMS TASK 3 TACTICS TACTICS TACTICS
  • 17. barriers to comms tasks (comms planner & brand planner) After the brand idea has been decided, the planners then needs to identify the barriers in the way to achieving that positioning. They do this by creating a consumer journey to work out the barriers. The Brand and Comms Planner then create the tasks that the brand has to do to overcome these barrier.
  • 18. COMMS BARRIER THE TARGET DOESN’T KNOW WHAT AFTER HOURS ATHLETES MEANS COMMS BARRIER TARGET DOESNT UNDERSTAND THE RELATIONSHIP BETWEEN PUMA AND AHA COMMS BARRIER HOW DO YOU MAKE SURE THAT AFTER HOURS ATHLETE IS A LEGITIMATE THING
  • 19. COMMS BARRIER THE TARGET DOESN’T KNOW WHAT AFTER HOURS ATHLETES MEANS COMMS TASK 1 ESTABLISH THE AFTER HOURS ATHLETE COMMS BARRIER TARGET DOESNT UNDERSTAND THE RELATIONSHIP BETWEEN PUMA AND AHA COMMS TASK 2 SHOW HOW PUMA ADDS VALUE TO AFTER HOURS ATHLETES COMMS BARRIER HOW DO YOU MAKE SURE THAT AFTER HOURS ATHLETE IS A LEGITIMATE THING COMMS TASK 3 INVITE NEW CONSUMERS TO BE AN AFTER HOURS ATHLETES
  • 20. BUSINESS PROBLEM LOST RELEVANCE WITH KEY YOUTH MARKET POSITIONING PUMA IS THE BRAND FOR THE AFTER HOURS ATHLETE CAMPAIGN IDEA PUMA SOCIAL TASK 1 ESTABLISH TASK 2 ADD VALUE TASK 3 INVITE TACTICS TACTICS TACTICS
  • 21. comms tasks to channels/tactics (comms planner) The Comms Planner then works with the Media Planner to work out what are the best channels to answer that task brief. It is the job of the Comms Planner with the Brand Planner to brief the creative teams, publishers and agency partners.
  • 22. COMMS BARRIER THE TARGET DOESN’T KNOW WHAT AFTER HOURS ATHLETES MEANS COMMS TASK 1 ESTABLISH THE AFTER HOURS ATHLETE TACTICS TV/CINEMA PRINT/OUTDOOR INSTORE COMMS BARRIER TARGET DOESNT UNDERSTAND THE RELATIONSHIP BETWEEN PUMA AND AHA COMMS TASK 2 SHOW HOW PUMA ADDS VALUE TO AFTER HOURS ATHLETES TACTICS PRODUCT LINE DIGITAL HUB COMMS BARRIER HOW DO YOU MAKE SURE THAT AFTER HOURS ATHLETE IS A LEGITIMATE THING COMMS TASK 3 INVITE NEW CONSUMERS TO BE AN AFTER HOURS ATHLETES TACTICS BAR ACTIVATIONS INSTORE ACTIVATIONS DIGITAL HUB
  • 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 TASK 1 ESTABLISH TV/CINEMA PRINT/OUTDOOR IN BAR TASK 2 ADD VALUE PRODUCT LINE DIGITAL HUB TASK 3 INVITE ACTIVATIONS
  • 24. campaign roll out A campaign roll out helps to show the timings of all the activity. It visualizes the campaign in its entirety from a timings perspective. This will be done in conjunction with the Media Planner who will plan when the media goes live
  • 25. CAMPAIGN ROLL OUT AUG SEP OCT NOV DEC JAN TV/CINEMA TASK 1 ESTABLISH PRINT/OUTDOOR FACEBOOK/TWITTER RICH AND FLASH BANNERS TASK 2 ADD VALUE DIGITAL HUB/FOURSQUARE RETAIL PRODUCTS TASK 3 INVITE BAR ACTIVATION IN STORE ACTIVATION
  • 26. campaign eco-system The campaign eco-system is important to help show how all the communication elements work together and where they are driving consumers.
  • 27. CAMPAIGN ECO-SYSTEM TV/CINEMA PRINT/ OUTDOOR BANNERS (RICH AND FLASH) SEARCH DIGITAL HUB FACEBOOK/ TWITTER TYPE OF LINK IN-BAR ACTIVATIONS INSTORE ACTIVATIONS INDIRECT DIRECT
  • 28. key performance indicators It is the role of the Comms Planner to take the overall business objectives and break them down into specific goals/targets for the comms tasks and the executions that answer that task. They then must implement the tracking of these tasks and report and optimize the performance of the executions
  • 29. GOAL FOR DIGITAL HUB METRIC FOR SUCCESS C SALES GROWTH PURCHASE INTENTION TOP 3 SPORTS LIFESTYLE BRANDS KEY IMAGE ATTRIBUTES IS A SPORTS LIFESTYLE BRAND IS A BRAND FOR ME TARGET ACTUAL 8% 10.4% 52% 66% 52%/46% 42%/66% 1,400,000 1,568,120 2:20 1:45 75%/60% 86%/76% 20%+ 25% COMMS TASKS - ADD VALUE DIGITAL HUB VISITS TO THE SITE TIME ON SITE EXIT POLL ON SITE IS A SPORTS LIFESTYLE BRAND IS A BRAND FOR ME EXIT POLL ON SITE ADDS VALUE TO MY NIGHT OUT VS. CONTROL
  • 30. 5 great resources seminal book on comms planning space race - an inside view of the future of communications planning - jim taylor book on the basics of media planning how to navigate the media flow - hamish pringle and jim marshall great panel on comms planning Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington my skillshare class on the topic ‘crash course in comms planning’ strategy essay on puma’s campaign 2011 jay chiat grand prix - puma social paper
  • 31. 5 great resources seminal book on comms planning http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516http:// spacewww.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516 race - an inside view of the future of communications planning - jim taylor http://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/B006GOXM5Y/ book on the basics of media planning ref=sr_1_1?s=books&ie=UTF8&qid=1382405577&sr=1-1&keywords=how+to+navigate+the how to navigate the media flow - hamish pringle and jim marshall +media+flowhttp://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/ great panel on comms planning http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/ e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5 Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington my skillshare class on the topic http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-Course/ 527585589/http://www.skillshare.com/classes/social-good/Communications-Planning-Crash‘crash course in comms planning’ Course/527585589/ strategy essay on puma’s campaign http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdfhttp:// www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf 2011 jay chiat grand prix - puma social paper
  • 32. leading comms planners https://twitter.com/colleddyhttps://twitter.com/colleddy Colleen Leddy, Group Comms Strategy Director, Droga5 https://twitter.com/lachhallhttps://twitter.com/lachhall Lach Hall, Comms Strategy Director, Silver and Partners Amber Finlay, Global Director of Comms Planning, Arnold Worldwide https://twitter.com/its_amberhttps://twitter.com/https:// https://twitter.com/Lestermarkyhttps://twitter.com/Lestermarky Mark Lester, Communications Planner, Carat https://twitter.com/MJH001https://twitter.com/MJH001 Matt Houltham, Managing Partner, Naked Eric Pakurar, Head of Strategy, Geometry Global https://twitter.com/pakyouarehttps://twitter.com/pakyouare http://www.linkedin.com/pub/christine-chen/4/503/84bhttp:// Christine Chen, Director of Communication Strategy, GS&P Eric Druckenmiller, Communications Strategy Director, Anomaly http://www.linkedin.com/in/ericdruckenmillerhttp://www.linkedin.com/