Benjamin Zoll about communication planning process.

1. New Media
by Benjamin Zoll
Comms Planner - BBH

2. A Special Thank-You
Julian Cole
Head of Comms Planning – BBH
http://www.slideshare.net/juliancole
Go there to learn a lot

3. New Media
COMMS PLANNING
REFRAMING MEDIA

4. What is Comms Planning?

5. COMMS PLANNERS ARE
RESPONSIBLE FOR THE
MECHANICS OF THE
CAMPAIGN
BRAND PLANNERS ARE
RESPONSIBLE FOR THE
MESSAGE OF THE
CAMPAIGN

6. Example Creative Process
CLIENT BRIEF
POSITIONING
BIG IDEA
COMMS TASKS
CAMPAIGN TACTICS

7. Example Creative Process
Brand Planners
take the lead in
getting to the
positioning
CLIENT BRIEF
POSITIONING
BIG IDEA
COMMS TASKS
CAMPAIGN TACTICS

8. Example Creative Process
Comms
planners take
the lead in
getting to the
comms tasks &
campaign
tactics
CLIENT BRIEF
POSITIONING
BIG IDEA
COMMS TASKS
CAMPAIGN TACTICS

9. Communications planning is the
consumer-centric approach to
planning out a brand’s marketing
objectives & communications

10. What is a consumer-centric
approach?

11. A CONSUMER-CENTRIC
APPROACH INVOLVES
GETTING THE BRAND TO
THINK ABOUT THE BUSINESS
PROBLEM FROM THE
CONSUMER’S EYES

12. Consumers are complex. They
want to hear different things from
the brand at different times during
the path to purchase

13. Every piece of communication
works in an ecosystem and each
media channel affects the others
We don’t necessarily control all
channels either

14. From Brand-Centric to
Consumer-Centric
SINGLE-MINDED IDEA
CAMPAIGN
PAID COMMUNICATION
CHANNEL-DEPENDENT MESSAGES
ECOSYSTEM
ALL CONSUMER TOUCHPOINTS

15. Now for an Example

16. Puma

17. Campaign Architecture
BUSINESS PROBLEM
POSITIONING
CAMPAIGN IDEA
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS

18. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
CAMPAIGN IDEA
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS

19. Business Problem to Positioning
THE BRAND PLANNER LOOKS FOR THE
INTERSECTION OF THE PRODUCT,
CULTURAL, AND CONSUMER TRUTH THAT
GIVES THE BRAND A UNIQUE, OWNABLE
POSITIONING

20. Product Truth
PUMA CREATES SPORTS CLOTHES FOR EVERYDAY
WEAR. THEY HAVE NEVER BEEN TOO SERIOUS, THEY
ONLY SPONSOR ATHLETES THAT HAVE FUN WHILE
COMPETING (PELE, USAIN BOLT)
Cultural Truth
SPORTS ADVERTISING IS DARK, OVERCOMPLICATED,
TECHNICAL, SERIOUS, AND PAINFUL (JUST DO IT)
Consumer Truth
LIFE TO THEM WAS A GAME, THEY ARE HIGHLY
COMPETITIVE BUT ONLY REALLY COMPETE WITH
FRIENDS IN SOCIAL SITUATIONS

21. PUMA IS THE BRAND FOR THE
AFTER-HOURS ATHLETE

22. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS

23. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
Puma Social
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS

24. Barriers to Comms Tasks
AFTER THE BRAND IDEA HAS BEEN
DECIDED, THE COMMS PLANNERS THEN
IDENTIFY THE BARRIERS IN THE WAY TO
ACHIEVING THAT POSITIONING.
THEY DO THIS BY CREATING A CONSUMER
JOURNEY TO WORK OUT THE BARRIERS,
THEN CREATE THE COMMS TASKS THAT THE
BRAND MUST ACHIEVE TO OVERCOME
THESE BARRIERS.

25. The Barriers
Barrier
THE TARGET
DOESN’T KNOW
WHAT AN AFTER
HOURS ATHLETE
MEANS
Barrier
TARGET DOESN’T
UNDERSTAND THE
RELATIONSHIP
BETWEEN PUMA &
AHA
Barrier
HOW DO YOU
MAKE SURE AN
AHA IS A
LEGITIMATE
THING?

26. The Comms Tasks
Comms Task 1
ESTABLISH THE
AHA
Comms Task 2
SHOW HOW PUMA
ADDS VALUE TO
THE AHA
Comms Task 3
INVITE NEW
CONSUMERS TO
BECOME AHA
Barrier
THE TARGET
DOESN’T KNOW
WHAT AN AFTER
HOURS ATHLETE
MEANS
Barrier
TARGET DOESN’T
UNDERSTAND THE
RELATIONSHIP
BETWEEN PUMA &
AHA
Barrier
HOW DO YOU
MAKE SURE AN
AHA IS A
LEGITIMATE
THING?

27. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
Puma Social
BARRIER
COMMS TASK
Establish
TACTICS
BARRIER BARRIER
COMMS TASK
Add Value
TACTICS
COMMS TASK
Invite
TACTICS

28. Comms Tasks to Channels
THE COMMS PLANNER THEN WORKS
WITH MEDIA AGENCIES TO
DETERMINE THE BEST CHANNELS
FOR PROPAGATING THE MESSAGE.
WE THEN GO AND BRIEF CREATIVE
TEAMS/PUBLISHERS/AGENCY
PARTNERS WITH THIS INFO.

29. The Tactics
Comms Task 1
ESTABLISH THE
AHA
Comms Task 2
SHOW HOW PUMA
ADDS VALUE TO
THE AHA
Comms Task 3
INVITE NEW
CONSUMERS TO
BECOME AHA
Barrier
THE TARGET
DOESN’T KNOW
WHAT AN AFTER
HOURS ATHLETE
MEANS
Barrier
TARGET DOESN’T
UNDERSTAND THE
RELATIONSHIP
BETWEEN PUMA &
AHA
Barrier
HOW DO YOU
MAKE SURE AN
AHA IS A
LEGITIMATE
THING?
Tactics
TV/CINEMA
PRINT/OOH
POS
Tactics
PRODUCT LINE
DIGITAL HUB
Tactics
BAR ACTIVATIONS
IN-STORE ACTIVATIONS
DIGITAL HUB

30. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
Puma Social
BARRIER
COMMS TASK
Establish
TACTICS
TV/cinema
Print/OOH
POS
BARRIER BARRIER
COMMS TASK
Add Value
TACTICS
Product Line
Digital Hub
COMMS TASK
Invite
TACTICS
Bar Activations
In-Store Activations
Digital Hub

31. Campaign Rollout
Helps show the timings of all the activity. It
visualizes the campaign in its entirety from a
timings perspective.
Created in conjunction with the media
agency who will plan when the media goes
live.

32. Campaign Ecosystem
The campaign ecosystem is important to
help show how all the communication
elements work together and where they are
driving consumers.

33. Campaign Ecosystem
TV/Cinema Print/OOH
Search
Digital Hub
Banners (rich & flash)
Social (FB/TW)
Bar Activations In-Store Activations
Type of Link
Direct
Indirect

34. Reframing Media Usage

35. The Establishment
Facebook
IS A PLATFORM FOR USERS
TO CONNECT & SHARE
VIDEOS & PHOTOS
Twitter
IS A PLATFORM FOR USERS TO
BROADCAST THEIR THOUGHTS &
OTHER CONTENT TO A
CONNECTED POOL OF
FOLLOWERS

36. THIS METHOD OF THINKING
ABOUT [INSERT PLATFORM] IS
TOO GENERIC FOR
INTEGRATED BRAND
CAMPAIGNS.

37. MORE OFTEN THAN NOT,
THESE PLATFORMS SHOULD
BE A MEANS, NOT AN END.

38. Going back to our Consumer
Journey
AWARENESS CONSIDERATION PURCHASE ADVOCACY

39. Where do your consumers typically
encounter these platforms?
AWARENESS CONSIDERATION PURCHASE ADVOCACY

40. Where do your consumers typically
encounter these platforms?
Awareness
FB AS A NEWS SOURCE FOR
NEW RELEASES/ UPDATES &
DRIVES TO EVENT

41. Where do your consumers typically
encounter these platforms?
Consideration
FB TO SHOWCASE
GAMEPLAY CONTENT &
DRIVE TRAFFIC TO BLOG TO
LEARN MORE

42. Where do your consumers typically
encounter these platforms?
Purchase
FB TO INTRIGUE
CONSUMERS & DRIVE TO
PURCHASE

43. Where do your consumers typically
encounter these platforms?
Advocacy
FB TO INSPIRE BRAND LOVE

44. All of these posts included content
to consume & share on FB but also
drove consumers to another
destination to continue the
consumer journey.

45. This method of reframing can apply
to any media – not just social.

46. Media platforms as a means to
continue the consumer journey
Platforms for mass reach to
drive to information source
Platforms as information
hub to show competitive
advantage & drive to
purchase
Retail platforms to confirm
consumer’s decision to
purchase & make as easy
as possible
Platforms for consumers to
show their brand love
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY

47. Overlay the comms tasks to
provide greater direction
Comms Task 1
Comms Task 2
Comms Task 3
Comms Task 4
Platforms for mass reach to
drive to information source
Platforms as information
hub to show competitive
advantage & drive to
purchase
Retail platforms to confirm
consumer’s decision to
purchase & make as easy
as possible
Platforms for consumers to
show their brand love
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY

48. The Consumer Journey can take
many forms
BUT EACH PLATFORM SHOULD EXIST TO MOVE
CONSUMERS INTO THE NEXT PHASE

49. WE CAN ALSO USE THE
CONSUMER JOURNEY TO
DETERMINE INNOVATIVE USES
FOR NEW MEDIA CHANNELS.

50. Cole Haan – Don’t Go Home

51. DEVELOPING PLATFORMS & MEDIA AS PART OF
AN INTEGRATED CAMPAIGN, BASED OFF THE
CONSUMER JOURNEY WILL LEAD TO A
CONSUMER-CENTRIC APPROACH TO BRAND
COMMUNICATIONS

52. Thank You
Questions?