what is comms planning?

what i! comms planning

Julian Colehead of comms planning, bbh nyc

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the role of the Comm! Pla"e# 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

comm! pla"e#and

brand pla"e#

they are the ying and yang of planning any

great creative campaign

5

comms planners are responsible

for the mechanics of the campaign

brand planners are responsible for the message of the campaign

a typical creative process

BIG IDEA

COMMS TASKS

CAMPAIGN TACTICS

CAMPAIGN IMPLEMENTATION

CLIENT BRIEF

POSITIONING

BIG IDEA

COMMS TASKS

CAMPAIGN TACTICS


CLIENT BRIEF

brand planners take the lead in

getting to the Positioning

comms planners play a supporting role

POSITIONING

BIG IDEAPOSITIONING

COMMS TASKS

CAMPAIGN TACTICS


CLIENT BRIEF

comms planners take the lead getting to the

Comm! Task! and Campaign Tactic!

brand planner play a supporting role

NOW FOR AN EXAMPLE

WATCH THE CASE STUDY FIRST

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://www.youtube.com/watch?v=7DzWvmdK2Hohttp://

www.youtube.com/watch?v=7DzWvmdK2Ho

http://www.youtube.com/watch?v=7DzWvmdK2Ho




























BUSINESS PROBLEM

CAMPAIGN IDEA

POSITIONING

CAMPAIGN ARCHITECTURE

COMMS TASK 1

TACTICS TACTICS TACTICS

BARRIERBARRIERBARRIER

COMMS TASK 2

COMMS TASK 3


CAMPAIGN IDEA

POSITIONING

COMMS TASK 1



COMMS TASK 2

COMMS TASK 3

BUSINESS PROBLEM LOST RELEVANCE WITH KEY

YOUTH MARKET

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 TRUTHPuma 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 TRUTHLife 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

CAMPAIGN IDEA

COMMS TASK 1


COMMS TASK 2

COMMS TASK 3



YOUTH MARKET

POSITIONINGPUMA IS THE BRAND FOR THE

AFTER HOURS ATHLETE

CAMPAIGN IDEA PUMA SOCIAL

COMMS TASK 1



COMMS TASK 2

COMMS TASK 3


YOUTH MARKET


AFTER HOURS ATHLETE

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





PUMA AND AHA



THING

COMMS TASK 3 INVITE NEW

CONSUMERS TO BE AN AFTER HOURS

ATHLETES

COMMS TASK 1 ESTABLISH THE AFTER

HOURS ATHLETE

COMMS TASK 2 SHOW HOW PUMA

ADDS VALUE TO AFTER HOURS ATHLETES



YOUTH MARKET


AFTER HOURS ATHLETE


TASK 1 ESTABLISH

TASK 2 ADD VALUE

TASK 3 INVITE

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 TASK 3 INVITE NEW

CONSUMERS TO BE AN AFTER HOURS

ATHLETES

COMMS TASK 1 ESTABLISH THE AFTER

HOURS ATHLETE

COMMS TASK 2 SHOW HOW PUMA

ADDS VALUE TO AFTER HOURS ATHLETES





PUMA AND AHA



THING

TACTICSBAR ACTIVATIONS

INSTORE ACTIVATIONSDIGITAL HUB

TACTICSTV/CINEMA

PRINT/OUTDOORINSTORE

TACTICSPRODUCT LINE

DIGITAL HUB



YOUTH MARKET


AFTER HOURS ATHLETE


TASK 1 ESTABLISH

TASK 2 ADD VALUE

TASK 3 INVITE

TV/CINEMAPRINT/OUTDOOR

IN BAR

PRODUCT LINE DIGITAL HUB

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

AUG SEP OCT NOV DEC JAN

CAMPAIGN ROLL OUT

TV/CINEMA

PRINT/OUTDOOR

FACEBOOK/TWITTER

IN STORE ACTIVATION

DIGITAL HUB/FOURSQUARE

RETAIL PRODUCTS

BAR ACTIVATION

TASK 1 ESTABLISH

TASK 2 ADD VALUE

TASK 3 INVITE

RICH AND FLASH BANNERS

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

INSTORE ACTIVATIONS

FACEBOOK/TWITTER

DIGITAL HUB

IN-BAR ACTIVATIONS

TV/CINEMA PRINT/OUTDOOR

BANNERS (RICH AND

FLASH)SEARCH

INDIRECT

DIRECT

TYPE OF LINK

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 SUCCESSC

TARGET ACTUAL

SALES GROWTH 8% 10.4%

PURCHASE INTENTIONTOP 3 SPORTS LIFESTYLE BRANDS 52% 66%

KEY IMAGE ATTRIBUTES IS A SPORTS LIFESTYLE BRANDIS A BRAND FOR ME

52%/46% 42%/66%

COMMS TASKS - ADD VALUE DIGITAL HUB

VISITS TO THE SITE 1,400,000 1,568,120

TIME ON SITE 2:20 1:45

EXIT POLL ON SITE IS A SPORTS LIFESTYLE BRANDIS A BRAND FOR ME

75%/60% 86%/76%

EXIT POLL ON SITE ADDS VALUE TO MY NIGHT OUT VS. CONTROL

20%+ 25%

5 great resourcesseminal 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 resourcesseminal 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

http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516

http://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/B006GOXM5Y/ref=sr_1_1?s=books&ie=UTF8&qid=1382405577&sr=1-1&keywords=how+to+navigate+the

+media+flowhttp://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/

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

http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdfhttp://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf

http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-Course/527585589/http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-

Course/527585589/

http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516




http://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/B006GOXM5Y/ref=sr_1_1?s=books&ie=UTF8&qid=1382405577&sr=1-1&keywords=how+to+navigate+the+media+flow






http://www.viddler.com/v/e47bf0e5












http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf






http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-Course/527585589/








leading comms plannersColleen Leddy, Group Comms Strategy Director, Droga5

Lach Hall, Comms Strategy Director, Silver and Partners

Amber Finlay, Global Director of Comms Planning, Arnold Worldwide

Mark Lester, Communications Planner, Carat

Matt Houltham, Managing Partner, Naked

Eric Pakurar, Head of Strategy, Geometry Global

Christine Chen, Director of Communication Strategy, GS&P

Eric Druckenmiller, Communications Strategy Director, Anomaly

https://twitter.com/colleddyhttps://twitter.com/colleddy

https://twitter.com/lachhallhttps://twitter.com/lachhall

https://twitter.com/its_amberhttps://twitter.com/https://

https://twitter.com/Lestermarkyhttps://twitter.com/Lestermarky

https://twitter.com/MJH001https://twitter.com/MJH001

https://twitter.com/pakyouarehttps://twitter.com/pakyouare

http://www.linkedin.com/pub/christine-chen/4/503/84bhttp://

http://www.linkedin.com/in/ericdruckenmillerhttp://www.linkedin.com/

https://twitter.com/colleddy

https://twitter.com/colleddy

https://twitter.com/lachhall

https://twitter.com/lachhall

https://twitter.com/its_amber




https://twitter.com/Lestermarky




https://twitter.com/MJH001




https://twitter.com/pakyouare




http://www.linkedin.com/pub/christine-chen/4/503/84b




http://www.linkedin.com/in/ericdruckenmiller




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what is comms planning?

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