Thoughts about Communication Planning.

1. PLANNING
COMMUNICATION

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. ACTIVATION PLANNER
BRAND PLANNER
CONNECTIONS PLANNER
DIGITAL PLANNER
ACCOUNT PLANNER
COMMUNICATION PLANNER

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. 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. 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. KEY FINDINGS
INSIGHT
STRATEGIC IDEA
CREATIVE LINE
IDEAS
RECOMMENDATIONS
PHASES
OPORTUNITIES
3. GIVE MORE SENSE
STIMULATING AND
CONVINCING STORY
FOR THE CLIENT

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.

11. - CAMPAIGNS + CONTINUOUS CONTENT

12. 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

13. 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.

14. STRATEGY
CHANNELS
RESEARCH
PROCCESS
MARKET
TECHNOLOGY
BEHAVIOR
PEOPLE
CREATIVITY

15. 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.

16. brunoaraldi@gmail.com
behance.net/bruno_araldi
medium.com/brunoaraldi
Thanks!