Presentation from week two of Portfolio Center's Digital Strategy class.

1. DIGITAL STRATEGY
Week Two
April 18, 2011
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2. AGENDA
• Welcome to IQ Agency!
• Review Homework
• Unpack Strategy
• For Next Week
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3. YOUR HOMEWORK WAS...
Pay attention to who is targeting you in digital media this week and write up three
examples of brands doing something right.
For each example include:
• Brand or product or service
• Where they connected with you (eg, before your show started on hulu or with a banner on your
favorite website)
• What they were trying to get you to do
• Why it works for someone like you
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4. LET’S UNPACK
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15. FAB.COM LAUNCH
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21. CASE STUDIES
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22. The audience for a case
study is your future
client, so knowing what
they want helps you
strategically craft the
right story.
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23. WHAT CLIENTS WANT TO HEAR
• I understand it’s about you...
Advertising is a business, but we still have to prove that we understand how other businesses work
and how creative can help address real business problems.
• I can come up with the right solution...
Prove why a client to should trust you to come up with a big idea that works for them by showing
how you applied audience insights strategically.
• I can deliver what I’m promising...
Give yourself an opportunity to show your ability to move beyond just a great idea into execution
specifically in the kind of work they’re asking for.
• I’m confident this will make you money...
Advertising costs clients money so it should make them even more money. Clients want to see that
you understand how and why to measure the success of your work and prove that it worked.
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24. WHICH GIVES YOU A FORMAT
I understand it’s about you Business Goal
I can come up with the right solution Audience Insight
I can deliver what I’m promising Solution
I’m confident this will make you Results
money
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25. HOMEWORK
For next week, take one of the campaigns presented today (either as part of another
student’s homework or during the unpacking discussion) and write up a case study
using the format we’ve just discussed.
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26. HAVE A GREAT WEEK!
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