APPROACH STRATEGY PLANNING METHODOLOGY ,APPROACH ,- The way to understand a project - How to kick start - How to decide on direction and team - How do we want to deliver Is it research driven Is it strategy driven Is it creative driven - What will be highlighted ,- - - ,STRATEGY ,- ,- ,Is vision based Is about knowing the winning game - A one sentence statement that addresses your recommendation in achieving client’s goal. - Has a long term influence It is to be adhere to, not changed. Unless the goal itself changes. It can be altered, however when situational factors change. - Simply put, it is the most effective route linking from point A to point B. ,- ,- ,PLANNING ,- ,- - ,Is about logic Is the mindset of an information architect Is about setting up the stage for series of requirements to adhere to the strategy. Is about helping all components staying at one direction. ,- ,METHODOLOGY ,- - ,Is about tools, tools that help surfacing hidden factors. Is about providing proofs to statements, step by step in validation. ,STRATEGY ,The most reasonable/efficient path/route created to go from point A to point B, under the situational factors, by meeting the given assets and time. ,Situational Factors ,Start point ,Goal ,APPROACH ,• ,Is there a brief? • Does the brief have enough background? • Does it have clear objectives? • Does it provide any additional linkage for more resource? • Does it indicate for detailed deliverables? Is there ready to use research or study for positioning? • Are the objectives actionable? • Are there measureable KPIs? ,• ,• • ,Is this a pitch, who are the competitors? Where do we stand? Is there an affiliation that can be of your advantage? ,• What is the potential long term benefit if winning the pitch? • What should be the most prominent winning feature of the plan? ,APPROACH ,Distill objectives Extract estimated KPI Combine problems into objectives Decide on the role each practice plays: ,- Press Relations ,- Media Relations ,- Events ,- Social Communications Decide on next regroup time ,STRATEGY ,• What are we trying to prove? • What are the insights principle? • What kind of research do we conduct? • Are there ready to use reports? Is sample survey realistic to conduct? (www.surveymonkey.com) will it be substantial enough that is worth my efforts? ,• ,Gather the result, regroup and discuss with the team. Make sure everyone is align with the direction ,Move onto strategy development ,STRATEGY ,• ,Is it a statement rather than an activation plan? • Does it include the core business of the client? • Does it include what you want to achieve? • Does it provide a vision of what the concept/ideas will deliver? ,Start with word document, write down all your key words. Structure later. ,“Hertz does car rental and beyond.” !“Lactacyd is the safe nest for women in need.”!“Michael Kors, the brand the styles America.”!!“Kate Spade Girl, the kind of single and fabulous that I want.”!,PLANNING ,All general decks would have the following flow, as it logically leads you to what the client wants, and how you are answering the needs. ,• Clients objectives • Reiterated understanding • Findings & insights that lead you to… • Strategy statement • Core strategic components • Campaign/project concept • Action plan • Deliverables & KPI • Refer back to objectives, O&A • Milestone • Ball park budget estimate • Budget variables (allowing client to eliminate selected services rather than cutting the overall cost) ,PLANNING (deck types) ,New brand into the market ,introducing a new concept or service ,Agency or structure change ,Need to transform brand image ,Insights direction ,Overall media, celebrity, communication, and social landscape ,Introduction to existing services and consumers reaction to them ,Where their needs and your offering click ,Strategic direction ,Their opportunities, and how your service can fulfill ,Their chances and your suggestions ,How to bring changes to the market and take the lead of a specific segment. ,Depends on the feasibility ,Find out about the problems left, reasons for change, what had been done ,Current image perceived by customers, their expectations on change if any ,List out what was being done well, and what are the missed opportunities ,Enhancement = success on top of success ,Precise list of actions to take for the transformation, and your role ,Change of mindset ,PLANNING ,• ,• are you considering all marketing communications channel? Is there a consistent brand voice? • Check flow and logic with the team • What is the most important slide of the deck? ,appendix ,This is your consumer insight ,What they do, and what we can get them to do ,When and where? ,This is to assess where you should tap into ,This is where you communicate from media, OOH, personal devices, retail, services ,Select the right touch points ,Tailor activations to happen here, in series ,What do you want to make happen at these occasions and places? ,This is your Public Relations & Social brand voice ,g,n,A,n,r,o,i,a,r,v,i,e,a,t,c,common mistakes that one will NOT get away with. ,1. Simply “place” a piece of content onto multiple outlets. 2. Fail to include retail services, which is the final destination for any customer. 3. Lack of consistency from channel to channel. 4. Still address these touch points by “online” “offline” 5. PR becomes an isolated part in the eco system. 6. Treats every touch point equally. 7. Fails to plan by phases with different touch point assortment. ,Two basic ground rules: ,1. Consistent brand voice and message across ALL touch points (about the same incident does not count) ,2. Leverage each communication channels intrinsic strengths to achieve a greater impact together than each channel could achieve individually. ,Organizational culture ,The organization's vision and mission Attitudes and behaviors of employees & partners Communication within the company ,Four P's ,Price( pricing plans, bundled offerings) promotions product (product design, accessibility, usability) Places (point of purchase, in-store/shopper experience) ,Advertising ,Broadcasting/mass advertising: broadcasts, print, internet advertising, radio, television commercials. ,Outdoor advertising ,billboards, street furniture, stadiums, rest areas, subway advertising, taxis, transit ,Online advertising ,mobile advertising, email ads, banner ads, search engine result pages, blogs, newsletters, online classified ads, media ads ,Direct marketing ,direct mail, telemarketing, catalogs, shopping channels, internet sales, emails, text messaging, websites, online display ads, fliers, catalog distribution, promotional letters, outdoor advertising, telemarketing, coupons, direct mail, direct selling, grassroots/community marketing, mobile ,Online/internet marketing ,E-commerce Search engine optimization (SEO) Search engine marketing (SEM) Mobile Marketing Email marketing Content marketing Social Media ,Sales & customer service ,Sales materials (sell sheets, brochures, presentations) Installation, customer help, returns & repairs, billing ,Public Relations ,Special events, interviews, conference speeches, industry awards, press conferences, testimonials, news releases, publicity stunts, community involvement, charity involvement & events ,Promotions ,Contests, coupons, product samples (freebies), premiums, prizes, rebates, special events Trade shows Booths, product demonstrations ,Corporate philanthropy ,Donations, volunteering, charitable actions ,[Nutrition Facts] ,1// 90% of the so called “Marketers” do not know what integrated marketing really. ,2// most of the agencies are expertise driven, and therefore do not have the full scope of understanding either. ,3// you will hear “integrated marketing” in every campaign, and the truth served, most are not a bit close. ,4// think cake & salad. ,5// the truth is, you will not be able to provide all the services, but be sure you take all touch points into consideration and assess together with your client. ,Wait up, here’s my favorite part… ,You have homework! ,www.slideshare.com www.authorstream.com www.speakerdeck.com ,[Nutrition Facts] ,1// the magic of your plan lies within, well your plan. ,2// the client does not care if you spend a good hour on the title, he cares if you deliver. ,3// the client will not stay for 3 minutes on your title page, so do not spend 3 hours on perfecting it. ,4// you can make up any title as you wish, and the client will still expect the same deliverable. ,5// get the right information on title page, in precision and clarity. That’s it. Nothing fancy. ,MOST OF THE CLIENTS WILL NOT GIVE YOU A PROPER BRIEF
,SOME OF THEM GIVE YOU A BRIEF, BUT ITS MORE LIKE A COMMAND.
SOME OF THEM GIVE YOU A BRIEF, BUT THE BRIEF DOES NOT LEAD YOU ANYWHERE
SOME OF THEM SIMPLY JUST DON’T BRIEF.
,MOST OF THE CLIENTS WILL NOT GIVE YOU A PROPER BRIEF
,SOME OF THEM GIVE YOU A BRIEF, BUT ITS MORE LIKE A COMMAND.
SOME OF THEM GIVE YOU A BRIEF, BUT THE BRIEF DOES NOT LEAD YOU ANYWHERE
SOME OF THEM SIMPLY JUST DON’T BRIEF.
,MOST OF THE CLIENTS DO NOT KNOW WHAT THEY WANT.
,SOME OF THEM KNOW WHAT THEY WANT, BUT CANNOT ADDRESS IT.
SOME OF THEM KNOW WHAT THEY WANT, BUT UNSURE WHETHER YOU DO.
SOME OF THEM KNOW WHAT THEY WANT, BUT CANNOT BRIEF
,
