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WHEN DATA,INSIGHTS

& CREATIVITYPRODUCEBUSINESS OUTCOMES

PERFORMANCE-LED COMMUNICATIONS

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awareness interest consideration purchase opinions advocacy community

CONSUMER CONTROL OF MEDIA IS TRANSFORMING MARKETING…

PERSUASION INFLUENCE

MARKETER GENERATED USER GENERATED

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1:1 and Data-driven

Mobile Social Content Retail

CONSUMERS ARE ENGAGING IN NEW WAYS

Personalization

Context & Location Advocacy & Participation

Consumer communities

Digital filters & customized spaces

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HOW WE DELIVER PERFORMANCE

Content Retail + Websites Word of Mouth Social + PR

PROSPECTS CUSTOMERS FANS

Exposure Media at Scale

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INTRODUCTION TO COMMUNICATIONS PLANNING

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360 Planning

Channel Planning

Communication Channel Planning

Media Neutral Planning

Total Communications Planning

Connections Planning

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QUESTIONS I AIM TO ANSWER

1 What is Communications Planning and why do we need it?

2 Who is doing Communications Planning?3 How is Communications Planning Done?

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A DEFINITION

“It is the discipline of developing a holistic plan acrossmarketing and trade marketing functions that creates a“big picture” for consumers by weaving together everyaspect of a brand’s communications.”- jim taylor, space race

“Communications Planning strives to incorporate and appreciate the consumer’s expereince with a brand in its

totality.”

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IT ALL BEGAN IN THE…?

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COMMUNICATIONS PLANNING IS NOT:

Account Planning

Marketing Communications

Media Planning

Typically generated by the marketer, a Marketing Communications (MarCom) calendar captures marketing events (PR, promotions, media) and marketing messages so that all teams are in alignment on objectives

Typically seen at creative ad agencies, account planners combine research skills with account management, understanding the consumer experience with a particular brand so they can facilitate internal processes

We do this pretty well

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With marketers increasingly embracing ROI (return on

investment), communication strategies need to go from

beginning to end

Paid media isn’t the only way people become

informed about a brand

WHY DO WE NEED COMMUNICATIONS PLANNING?

There is a vast increase in simultaneous media

consumption

Every year most brand’s communication goals

change

In other words...

NETWORK TV

RADIOMAGAZINES

MASSTRANSIT

WEBPORTALS

Purchase

CABLE TV

NEWSPAPERS

BILLBOARDS

WEB VIDEORETAIL

IN-THEATER

WEBSITEGAMING

MOBILE

BRANDEDENTERTAINMENT

VOD

WIDGETS

SOCIALNETWORKING

SMS

VIRTUALWORLDS

OPINIONSITES

SEARCHBLOGS

ONLINESEEDING

PODCASTS

WORD OFMOUTH

DVR

Influence – consumer operated

Persuasion – marketer generated

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3 APPROACHES TO COMMS PLANNING

Response-driven

Idea-driven

Touch point-driven

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RESPONSE-DRIVEN

Takes a mathematical approach to channelselection

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TOUCH POINT-DRIVEN

Incorporates all channels (paid/owned/earned)into the consideration process, to determinewhich channels best express a particularemotion or convey a specific message

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IDEA-DRIVEN

Searches for one outstanding idea which helpsto differentiate the brand versus its competitorsand break out from other messaging clutter

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WHO IS DOING COMMUNICATIONS PLANNING?

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Above the line

Below the line

TelevisionRadio

Cinema

Out of Home

Internet Display Search

Magazine

Newspaper

PR

Blogs

Social Media

Mobile

Brand Website

Word of Mouth

Product Packaging

In-Store

OW

NED

& EARN

ED

PAID

Cause Marketing

Viral VideoStorefront

Place-Based VideoOnline Video

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THE LINE IS BLURRING

Social Media: many pay to activate, but activations that have viral

components tend to be the most effective

Blogs: can be seeded, but approach has backfired for some marketers

(Coke Zero)

In-Store: process can be engineered and optimized, but in the end every

customer experience is different

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STRONGEST ACTIVATIONS WORK “THROUGH THE LINE”

Communications Planning is Successful When…

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All agencies are working together with the client to have the best possible perspective on the brand’s consumer

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Do we have all the ingredients

we need?

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Are we as integrated as we can be?

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Are we as informed as we can be?

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Am I selling the story?

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Who:

Entrepreneurial “rockstars” from across the network with under 10 years experience

Why:

Fresh point of view into the next generation of consumers, connections, technology and culture

What:

Teams of our most innovative, young, creative thinkers across our worldwide network

INITIATIVE’S FUTURE BOARD

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