1. MY FINAL PRESENTATION
Brand
Date
Copyright © 2011 by IQ Agency

2. AGENDA
• The Assignment • Campaign Strategy
• The 4 Truths - Campaign Overview
- Brand Insights - Tactic Map
- Audience Insights • The Work
- Persona - Case Study
- Insight Map • Budget, Timeline & Measurement (Optional)
• Big Idea
- Moodboard
Copyright © 2011 by IQ Agency 2

3. THE ASSIGNMENT
Briefly describe the assignment you were given so your audience has context
Copyright © 2011 by IQ Agency 3

4. INSIGHTS
Copyright © 2011 by IQ Agency 4

5. 4 TRUTHS
Great stories are based on 4 basic truths. Describe your process for collecting brand,
audience, mission, and moment insights.
Copyright © 2011 by IQ Agency 5

6. BRAND INSIGHTS
• What is the product?
• What are the brand values?
• What’s unique about it?
Copyright © 2011 by IQ Agency 6

7. AUDIENCE INSIGHTS
• Who is this campaign targeting at a high level?
• What’s unique about them that you feel your brand needs to address?
Copyright © 2011 by IQ Agency 7

8. PERSONA
Your text persona in as many slides as you need.
Copyright © 2011 by IQ Agency 8

9. PERSONA IN CONTEXT
The visual persona you created
Copyright © 2011 by IQ Agency 9

10. 4 TRUTHS
Teller Audience
Map all your insights like
we did in class
Moment
Mission
Copyright © 2011 by IQ Agency 10

11. THE BIG IDEA
Copyright © 2011 by IQ Agency 11

12. The idea that connects
brand x to this audience
is “_____________.”
Copyright © 2011 by IQ Agency 12

13. Whatever your idea is,
make that the title of
this slide.
“BIG IDEA”
• The description of you big idea that you presented in class that included how it connects the brand
and the audience and how it would feel in executions.
• For the audience your presenting to, this is “Why does this idea work.”
Copyright © 2011 by IQ Agency 13

14. MOOD BOARD
If your executions will be
lower fidelity, you should
include a moodboard to
show the audience how
the executions will feel.
Copyright © 2011 by IQ Agency 14

15. CAMPAIGN STRATEGY
Copyright © 2011 by IQ Agency 15

16. CAMPAIGN OVERVIEW
• Briefly describe the tactics and tone you’ll use to achieve the assignment.
• Make sure you cover why these tactics work for your audience.
Copyright © 2011 by IQ Agency 16

17. Map all the tactics you’ll
use
TACTIC MAPPED
AWARENESS CONSIDERATION PURCHASE USE LOYALTY
Search Social Media e-Circular Social Media Brand CRM or loyalty
advertising & blogs and brand sites program
(feedback)
Retailer website
AT HOME Brand site Retailer CRM email
Digital word of mouth
a
Location-based Mobile Utilities
Mobile CRM
Mobile website advertising offers for in-use scenarios
Mobile couponing
ON-THE-GO Retailer/ product In-store comparison
finder and research
t
IN STORE
In-store media
Kiosks
Digital enhancements
to packaging (QR, etc)
Copyright © 2011 by IQ Agency 17

18. You might want to have
a slide that looks like
this.
CAMPAIGN ECOSYSTEM
tv
print
direct mail
radio
awareness & landing conversion in-store
purchase
consideration pages
outdoor
online
display
local
events
blogger loyalty & facebook
outreach use
local twitter
events
mobile
flickr
app
Copyright © 2011 by IQ Agency 18

19. CAMPAIGN STRATEGY
You might want to have
a slide that looks like
this.
drive to
Microsite moves the customer toward
conversion.
*This UPS campaign has more elements, but I knew they’d have
Banner ads, search ads, and email all drive all the basics.
to a landing page or microsite*.
Copyright © 2011 by IQ Agency 19

20. If your campaign relies
on timing, map that
here.
ROLLOUT STRATEGY
Phase I Phase II Phase III
Initial TV, print, radio,
digital display, etc.
Story Submissions
Voting
Real Customer
Stories
Facebook & Twitter
Conversations
Around Moments
Copyright © 2011 by IQ Agency 20

21. THE WORK
Copyright © 2011 by IQ Agency 21

22. CASE STUDY
A case study related to
one of your tactics might
help sell the idea. If
something from the class
on case studies works
for you, include it.
Copyright © 2011 by IQ Agency 22

23. VIDEO
Copyright © 2011 by IQ Agency 23

24. SOCIAL
Copyright © 2011 by IQ Agency 24

25. BANNERS
Copyright © 2011 by IQ Agency 25

26. MOBILE
Copyright © 2011 by IQ Agency 26

27. ETC.
Mockups, write-ups, full
executions, etc. of each
of your tactics.
Copyright © 2011 by IQ Agency 27

28. BUDGET, TIMELINE &
MEASUREMENT
Copyright © 2011 by IQ Agency 28

29. BUDGET, TIMELINE, MEASUREMENT
Optional, but include if you have ideas about these things.
Copyright © 2011 by IQ Agency 29

30. THANK YOU
Copyright © 2011 by IQ Agency 30