[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
GIỚI THIỆU VỀHOẠCH ĐỊNH CHIẾN LƯỢCTRONG QUẢNG CÁO
THỰC TẾ LÀ “Nobody reads advertising. People read what they want to read and sometimes it’s an ad” – Howard Luck Gossage
SỰ THAY ĐỔI TÍCH CỰC: “INFORM TO INVOLVE” SEND BRAND MESSAGE MAKE USEFUL BRANDED CONTENT ADD TANGIBLE VALUES TO PRODUCT CREATE MEANINGFUL BRANDED CONVERSATION CREATE BRAND EXPERIENCE IN AN ENTERTAINING WAY
“Marketer” “Consumer” Product & brand Insight & issue “Technologist “Architecture “Planner” ” Thinking & ” Technology Medium planning & planningenhancement integration process “Account “Creative person” person” Take brief – write Debrief – Creative on brief – brief to team Digital medium
Marketer Brand Business Market Manager Consultant researchBất cứ trường Junior Planning Head of Planner đại học nào planner Director Planning Account Account General Director Manager Creative Digital expert
- Buổi 1: What is strategic planning? Contributionof Strategic Planning. “Planner”Career Path of Strategic Planner.- Buổi 2: Lessons from marketers: from marketing “Marketer”principles to communication product ondigital space. “Architecture- Buổi 3: Category & product issues “Planner” ” + consumer insights. “Account- Buổi 4: Brief in communication person” “Account “Creative- Buổi 5: Interact & brief to creative person” person”
Buổi 6 – 9: from big idea to digital campaign planning• Buổi 6: Big ideas - what is big idea? From “Planner” business/communicationobjective to big idea. “Technologist ”• Buổi 7: General insights of digital medium• Buổi 8: Contribution of digital in 360 “Planner”communication & consumer journey “Architecture”• Buổi 9: Digital campaign planning
Buổi 10 - 12: Functional creative/tactic on digital medium:• Buổi 10: From campaign idea to “Technologist “Creativemicrosite ” person”• Buổi 11: From campaign idea tomass media: banner, PR, adwords, “CreativePPC “Planner” person”• Buổi 12: From campaign idea to “Creativecontent marketing: email marketing, “Planner” person”SMS marketing, social media.
• Buổi 13: Take brief & brainstorm – Nhận yêu cầu của khách hàng và brainstorm• Buổi 14: internal presentation. – Thuyết trình nội bộ với giảng viên.• Buổi 15: Present to judge – Thuyết trình với các giảng viên khách mời: mr. Nguyễn Hữu Nghị, mr. Trần Thanh Phong, mr. Ngô Minh Thuận.
• Chân dung một Digital Strategic Planner:http://www.slideshare.net/aiimeducation/digital-strategic-plannerwho-are-you- planner• Sự sáng tạo có chiến lược (strategic creative) có thể mang bạn đi bao xa:http://aiim.edu.vn/blog_mod/digital-strategic-marketing-su-sang-tao-co-chien-luoc- co-the-mang-ban-di-bao-xahttp://aiim.edu.vn/blog_mod/su-sang-tao-co-chien-luoc-se-mang-ban-di-bao-xa-phan- 2