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Communication Planning

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Thoughts about Communication Planning.

Published in: Marketing
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Communication Planning

  1. 1. PLANNING COMMUNICATION
  2. 2. Stephen King JWT 1964 T-Plan (Target Plan) Research and Insights Unique and effective Stanley Pollit BMP 1968 Consumer’s voice Better creative brief More relevance
  3. 3. ACTIVATION PLANNER BRAND PLANNER CONNECTIONS PLANNER DIGITAL PLANNER ACCOUNT PLANNER COMMUNICATION PLANNER
  4. 4. 1. THINK (MORE) BEFORE DOING 2. MAKE BETTER CHOICES 3. GIVE MORE SENSE 4. MEASURE RESULTS WHAT IS THE ESSENCE OF COMMUNICATION PLANNING?
  5. 5. MARKET/C OMPETITIO N CULTURE/T RENDS TARGET PROBLEM DEFINITION 1. THINK (MORE) BEFORE DOING BRAND IMMERSION IN THE SERVICE/ PRODUCT TALK WITH DIRECTORES/ MANAGERS HISTORICAL OF COMMUNICATION COMPETITION MATRIX DESK RESEARCH TALK WITH SPECIALISTS VISIT TO PONT OF SALE DIGITAL TOOLS/CONNE CTiONS ONLINE ENVINROMENT CONSUMER’S JOURNEY QUANTITATIVE RESEARCH QUALITATIVE RESEARCH KNOWLEDGE ABOUT PEOPLE/ INTUITION CULTURAL BEHAVIOR/ TRENDS
  6. 6. 2. MAKE BETTER CHOICES Problem to be solved with communication Target to be reached Tone of voice Which space the brand want to fill in people’s lives Message to be told Arguments Touch Points
  7. 7. KEY FINDINGS INSIGHT STRATEGIC IDEA CREATIVE LINE IDEAS RECOMMENDATIONS PHASES OPORTUNITIES 3. GIVE MORE SENSE STIMULATING AND CONVINCING STORY FOR THE CLIENT
  8. 8. FINANCIAL RETURN BRAND IMAGE PERCEPTION ABOUT THE PRODUCT/SERVICE VISITS/CONVERSIONS/FOLLOWERS SENTIMENT ON ONLINE MENTIONS 4. MEASURE RESULTS ALIGNED WITH PROJECT’S GOALS WHAT CAN YOU TAKE FROM IT TO FUTURE ACTIONS DAILY. DOMAIN OF THE BRAND AND INSIGHTS FOR NEW ACTIONS.
  9. 9. - CAMPAIGNS + CONTINUOUS CONTENT
  10. 10. DAILY. HOT TO PLAN COMMUNICATION IN AN ALWAYS ON WORLD? 1. THINK (MORE) BEFORE DOING 2. MAKE BETTER CHOICES 3. GIVE MORE SENSE 4. MEASURE RESULTS
  11. 11. ACCOUNT PLANNING Planners should be octopus. A planning department should be made of octopus. Each one with diverse characteristics and expertises. Each job will demand the use and dig deeper and some of these characteristics and expertises.
  12. 12. STRATEGY CHANNELS RESEARCH PROCCESS MARKET TECHNOLOGY BEHAVIOR PEOPLE CREATIVITY
  13. 13. STRATEGY AND CREATIVITY MUST WALK TOGHETER. WHAT DIFERENTIATES A PLANNER/STRATEGIST IS HIS/HER POTENTIAL TO HAVE INSIGHTS AND IDEAS (that helps to bring solutions) BE OPEN FOR THE MAGIC AND SEEK FOR THE OBVIOUS AND SIMPLE.
  14. 14. brunoaraldi@gmail.com behance.net/bruno_araldi medium.com/brunoaraldi Thanks!

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