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THE CAMPAIGN STRATEGY –
DESIGNING A MARKETING
CAMPAIGN
UCT Upstarts, Cape Town, 12th of August 2015
PRIME
WEBER SHANDWICK
⟩ FOUNDED in 1998 by Carl Fredrik Sammeli and
Folke Hammarlind.
⟩ HEADQUARTER in Stockholm with 130 ...
Highest ranked and most
awarded PR agency in the world.
CANNES REPORT 2010 & 2012
About me
⟩ Over 20 years of experience within entrepreneurship, business development, sales,
strategy, brand development, ...
Today
⟩ The role of marketing has changed – I will tell you how (so you can use
the knowledge when you build your own comp...
Qualifiers
Drivers
Triggers
Category qualifiers
[Only critical level]
Differentiating benefit
[Focus here]
Symbols for dif...
Carwinism /Audi
– a brand campaign concept - based
on context and content
CONTENT
CONTEXT
Approach
CONCEPT
THE ROLE OF MARKETING
COMMUNICATION HAS CHANGED
FROM CREATING AWARENESS
THAT WILL GENERATE VALUE
TO CREATING VALUE THAT
WI...
OWNED
BOUGHT EARNED
From mass media to
mash media
CHANNEL
INTEGRATION
Vac from the Sea / Electrolux
– a corporate “green” brand
campaign based on stakeholder
integration
 multiple targets, mu...
STAKEHOLDER
INTEGRATION
The fall of brands and
rise of companies
MARKET
SOCIETY
INDUSTRY
Business integration…
Civil Rights Captcha
Call Tag
Scandic To Go
The role of marketing communication
has changed from creating awareness
that will generate value to creating
value that wi...
Creative outset
SALES
R&DOWNED
BOUGHT EARNED
STAKEHOLDER
INTEGRATION
BUSINESS
INTEGRATION
MARKET
SOCIETY
CHANNEL
INTEGRATI...
Two Key Shifts
1. From challenging someone to
challenging something
⟩ If you don’t know what you are
challenging, you don’...
Approach
BUSINESS/
DIGITAL
ENIGNEERING
MARKETING
GROWTH HACKING
ROAD MAP™
DESTINATION LANDSCAPE ROUTE ENGINE ACCELERATION STERING
VISION
AND
OBJECTIVES
DEMAND
AND
FOCUS
STRATEGY
AND
CHAN...
FINDING THE SOLUTION
IS THE EASY PART,
DEFINING THE ISSUE
IS TRULY DIFFICULT.
HIROSHI ISHII, MIT MEDIA LAB
AN OPENING AND
CLOSING PROCESS
GENERATING QUANTITY
TO REACH QUALITY.
INSIGHTS ON HOW
TO ENGAGE THE
TARGET IN THE ISSUE
THE...
ACTIVITY
Mission, targets,
prerequisites,
competencies
Insight creation:
Content/Context
Market/Industry/Society
OUTPUT
St...
5 advice on where to start
1. Identify qualifiers, drivers and triggers (the McKinsey Brand Model)
2. Define the ”problem”...
Entrepreneurial learning's
1. Identify your culture and your values – stick to them and fire the people that are not
consi...
Thank you!
Want to get in contact?
cfs@primegroup.com
+27 (71) 2973206
https://www.webershandwick.com/who-we-are/bio/carl-fredrik-sam...
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UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli

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UCT Upstarts is the Vice-Chancellor’s Social Innovation Challenge. It’s a joint-initiative between UCT, the Bertha Centre for Social Innovation & Entrepreneurship and Super Stage. UCT Upstarts is igniting a ‘Student Start-up Nation’ by creating a parallel university experience – one that produces a generation of both graduates and social entrepreneurs - who solve real-world problems from campus, and launch start-up realities beyond it. UCT Upstarts is building a ‘Social Innovation Culture’ that literally does make Africa work better and is helping to create an ‘Innovation Economy’ that actually does create jobs – starting from campus!

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UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli

  1. 1. THE CAMPAIGN STRATEGY – DESIGNING A MARKETING CAMPAIGN UCT Upstarts, Cape Town, 12th of August 2015
  2. 2. PRIME WEBER SHANDWICK ⟩ FOUNDED in 1998 by Carl Fredrik Sammeli and Folke Hammarlind. ⟩ HEADQUARTER in Stockholm with 130 employees. ⟩ CROSS-DISCIPLINARY approach to communications, recruiting from a diverse set of backgrounds – from PR, digital and advertising, to politics, journalism, management consulting and business intelligence. ⟩ THE WORLD’S MOST AWARDED PR agency by Cannes Lions in the period of 2010-2015. ⟩ IN THE GLOBAL NETWORK of leading public relations firm Weber Shandwick since 2014. "OUR AMBITION WITH PRIME WAS ALWAYS TO EMBRACE CHANGE AND DISRUPT EXISTING STRUCTURES IN THE INDUSTRY, LEVERAGING THE NEW POSSIBILITIES CREATED BY DIGITAL AND SOCIAL, AND BRINGING TOGETHER TRADITIONALLY SEPARATE DISCIPLINES AS MARKETING, CORPORATE AFFAIRS, BUSINESS INTELLIGENCE AND SUSTAINABILITY. AS PART OF WEBER SHANDWICK WE NOW GET THE OPPORTUNITY TO CREATE INNOVATIVE CONCEPTS AND ACTIVATION PROGRAMS IN A BROADER GLOBAL CONTEXT." CARL FREDRIK SAMMELI, FOUNDER OF PRIME
  3. 3. Highest ranked and most awarded PR agency in the world. CANNES REPORT 2010 & 2012
  4. 4. About me ⟩ Over 20 years of experience within entrepreneurship, business development, sales, strategy, brand development, marketing and communication including public affairs and crisis management. ⟩ Founded six of Sweden’s most lauded companies within strategy, marketing, advertising and digital communication. ⟩ Entrepreneurial track record: two failures and seven successful investments. Top investments gave a return on investment more than 100 times the invested capital. ⟩ Ranked by The magazine Fokus, the largest politically independent journal in Sweden as the 85th most politically influential person in Sweden in 2014. I love to develop both people and companies. I strongly believe in the positive force entrepreneurship has in creating a good society. Read more at http://en.primegroup.com/.
  5. 5. Today ⟩ The role of marketing has changed – I will tell you how (so you can use the knowledge when you build your own companies). ⟩ I will show you some cases to learn from (that illustrate the way you can think). ⟩ A road map and process to base your next step on. ⟩ We will go through some of your business ideas to enable you to start to think about going to market in a very concrete way – by practically tackling branding, marketing and sales. ⟩ Q&A.
  6. 6. Qualifiers Drivers Triggers Category qualifiers [Only critical level] Differentiating benefit [Focus here] Symbols for differentiating benefit [Communicate this] The McKinsey Brand Model Source: McKinsey & Company
  7. 7. Carwinism /Audi – a brand campaign concept - based on context and content
  8. 8. CONTENT CONTEXT Approach CONCEPT
  9. 9. THE ROLE OF MARKETING COMMUNICATION HAS CHANGED FROM CREATING AWARENESS THAT WILL GENERATE VALUE TO CREATING VALUE THAT WILL GENERATE AWARENESS. TOM BECKMAN, EXCECUTIVE CREATIVE DIRECTOR, PRIME
  10. 10. OWNED BOUGHT EARNED From mass media to mash media CHANNEL INTEGRATION
  11. 11. Vac from the Sea / Electrolux – a corporate “green” brand campaign based on stakeholder integration  multiple targets, multiple stakeholders and multiple channels
  12. 12. STAKEHOLDER INTEGRATION The fall of brands and rise of companies MARKET SOCIETY INDUSTRY
  13. 13. Business integration… Civil Rights Captcha Call Tag Scandic To Go
  14. 14. The role of marketing communication has changed from creating awareness that will generate value to creating value that will generate awareness. BUSINESS INTEGRATION COMSSALES R&D
  15. 15. Creative outset SALES R&DOWNED BOUGHT EARNED STAKEHOLDER INTEGRATION BUSINESS INTEGRATION MARKET SOCIETY CHANNEL INTEGRATION INDUSTRY COMS
  16. 16. Two Key Shifts 1. From challenging someone to challenging something ⟩ If you don’t know what you are challenging, you don’t have a strategy 1. A challenger narrative is much more than a challenger positioning ⟩ A strategy is only as good as the culture that supports it Source: PHD & eatbigfish.
  17. 17. Approach BUSINESS/ DIGITAL ENIGNEERING MARKETING GROWTH HACKING
  18. 18. ROAD MAP™ DESTINATION LANDSCAPE ROUTE ENGINE ACCELERATION STERING VISION AND OBJECTIVES DEMAND AND FOCUS STRATEGY AND CHANNELS DRAMATIZATION AND CONCEPT MEDIA UNITS AND ACTIVITIES MEASURMENT AND IMPROVEMENT Prime RoadMap™ is a cyclical process with the purpose of ensuring that the right questions are asked, that nothing is lost on the way and that we always draw upon lessons learned. The aim is always that our RoadMap™ leads the way in making results for our global clients. MARCUS WENNER, HEAD OF STRATEGY, PRIME Mission statement for communication Brand platform Target and measuring Situation analysis Target group analysis Communication environment Operator analysis Scenario analysis Communication strategy Positioning Message platform Channel strategy Crisis plan Concept description Communication offer Communication program Production of: - Material for press and other non- commercial channels - Presentations, seminars and other owned media Project mgmt. of advertising and events Ongoing tactics Measurement Improvements
  19. 19. FINDING THE SOLUTION IS THE EASY PART, DEFINING THE ISSUE IS TRULY DIFFICULT. HIROSHI ISHII, MIT MEDIA LAB
  20. 20. AN OPENING AND CLOSING PROCESS GENERATING QUANTITY TO REACH QUALITY. INSIGHTS ON HOW TO ENGAGE THE TARGET IN THE ISSUE THE RIGHT CRAFT ESSENTIAL TO REACH AND EFFECT. ACTIVATION THAT STARTS, NOT ENDS, AT LAUNCH. PROCESS Creativity is the process of having original ideas that have a value. It is a process – it’s not random. KEN ROBINSON
  21. 21. ACTIVITY Mission, targets, prerequisites, competencies Insight creation: Content/Context Market/Industry/Society OUTPUT Start up meeting Insights presentation Creative brief ACTIVITY Creative brainstorming Business relevance, risk and reach potential Creative activation Plan: assets, arenas, actions OUTPUT Concept presentation Evaluation matrix Activation presentation Activation plan: Channel plan Production plan Media tactics ACTIVITY Packaging: visually, naming Production: Film, Photo, Graphics, Digital, PR etc. Collaborations: media, production OUTPUT Activity materials Production ACTIVITY Contextual launch Real time tracking of reach and contextual opportunities Optimization of activities OUTPUT Activation and media relations Real time creation Newsjacking Results presentation
  22. 22. 5 advice on where to start 1. Identify qualifiers, drivers and triggers (the McKinsey Brand Model) 2. Define the ”problem” carefully – spend as much on time on the problem as the opportunities 3. Try to work with ”business integration” and build value by integrating communication, design, societal needs, sales etc. into your product/service and/or business and culture 4. Work through the Road Map and identify step by step your ”Destination”, ”Landscape” etc. 5. Identify a concept based on and in relation to context and content
  23. 23. Entrepreneurial learning's 1. Identify your culture and your values – stick to them and fire the people that are not consistent to them 2. Identify the people that you love to work with and that gives you energy 3. Work harder than everybody else 4. Steal with pride 5. Look inside your company/culture and innovate also the core processes (not only the product and services) 6. Work fast, experiment in reality and change route when it doesn't work 7. Sell, sell and sell 8. Be totally determined that you will have a success but be totally aware and humble of all the hard work that will be needed
  24. 24. Thank you!
  25. 25. Want to get in contact? cfs@primegroup.com +27 (71) 2973206 https://www.webershandwick.com/who-we-are/bio/carl-fredrik-sammeli

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