What is Comms Planning?

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/

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