A visual approach to planning communication campaigns in the increasingly complex media landscape. Use the PESO model kit (visual magnets) to inspire your communication team across paid, earned, shared, and owned media. Turn the brainstorm results into a visual todo list to efficiently turn your ideas into reality.

1. 44 CARDS TO
INSPIRE YOUR TEAM
& KEEP YOU ON TRACK

2. Conceive
integrated and
goal-oriented
comms
campaigns
Involve teams in
active and visual
brainstorms to
get buy-in
Paid
Owned
Shared
Earned
Goal Landing page
Video
Infographic
Twitter
Youtube
Slideshare deck
Interview
Guest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
Title
Title
Title
Title
Title
Title
Title

3. Landing page
VideoInfographic
Twitter
Youtube
Slideshare deck
InterviewGuest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
BACKLOG NEXT DOING FEEDBACK DONE
Amanda
Fred
Kim
Alex
Rachel
Track progress with a visual overview

4. Break out of traditional media silos with the PESO model

5. PAID MEDIA
Pay per click ad Sponsorship
Sponsored social
Retargeting ad
Brand ambassador
Print ad
Outdoor ad
Email marketingSponsored web link

6. Newsjacking
Interview
Bylined articleInfluencer pitching
Guest postMedia tour
Internal seedingLink building
Media pitching
Blogger event
EARNED MEDIA
Speaking opportunity

7. SHARED MEDIA
Live stream
PodcastVideoInfographic
Webcast Visual harvesting Twitter
Facebook Linkedin Snapchat Youtube
Slideshare deck

8. OWNED MEDIA
Lead nurturing
E-bookWhitepaperExpert content
Blog post
Influencer roundup
NewsletterFlyer or brochure
Employee storyCustomer story
Conference
Landing page

9. What you need
Varied team
Whiteboard
Post-its
Index cards
PESO kit cards
Timer

10. Prepare your
whiteboard
Draw the PESO circles.
Add your goal.
P
O
S
E Goal

11. Brainstorm tips
Work separately and in
silence.
Write your ideas down
on small index cards.
One idea per card.
Timebox idea
generation to 3-10
minute sprints.
Avoid judgement.
Build on other ideas.
“Yes, and..”
Expert content
Blog post

12. Start with
OWNED
MEDIA
It’s the easiest
because you have the
most control there.
Also, it’s probably the
channel closest to
conversion.
Come up with several
ideas for each card.
Expert content
Blog post

13. Evaluate
Group similar ideas.
Avoid lengthy
discussions.
Vote on the ideas in
silence by ‘dot voting’.
Expert content
Blog post
Influencer roundup
Employee story
Landing page

14. P
O
S
E Goal
Pick ideas
Hang the peso
cards on the
whiteboard.
They are
magnetic.
Add post-its
with titles of
the ideas where
necessary.
Expert content
Blog post
Employee story
Landing page
Title
Title
Title

15. P
O
S
E Goal
Repeat
Brainstorm
Earned, Shared,
and Paid media
Landing page
Video
Infographic
Twitter
Youtube
Slideshare deck
Interview
Guest post
Link building
Media pitching
Speaking opportunity
Expert content
Blog post
Employee story
Title
Title
Title
Title
Title
Title
Title
Sponsored social
Retargeting ad

16. Connect
Draw lines
between the
cards to visualize
links and call-to-
actions
Happy with the
model? Capture it.
Take pictures and
get ready to turn
it into a todo list.
P
O
S
E Goal Landing page
Video
Infographic
Twitter
Youtube
Slideshare deck
Interview
Guest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
Title
Title
Title
Title
Title
Title
Title

17. Turn into a KANBAN board
Landing page
VideoInfographic
Twitter
Youtube
Slideshare deck
InterviewGuest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
BACKLOG NEXT DOING FEEDBACK DONE
Amanda
Fred
Kim
Alex
Rachel

18. Get your PESO kit