Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Christmas - Comms With A Plan
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
A Christmas
connection plan
•A connection plan is on...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Purpose
• Answer the following questions:
• If Chris...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
What is a Connection Plan?
• It’s an extended media ...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
And on to Christmas.
What is wrong that it needs a C...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Introspection
• What
• How
• Why
The What, How & Why...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Christmas - What
Drink Giving Family Religion
Symbol...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Christmas - How
Shopping Giving Family Religion
Symb...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Christmas - Why
At the end of the year, everybody ma...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Situation
• The roots of Christmas, grouped under “W...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Objectives
• Re-establish the basic values of Christ...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Creative concept
(Since this SlideShare is about Con...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
3 creative executions
Creative message explaining
th...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Imperatives
• Markets - This could be any market or ...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Planning =
Strategy + Framework + Plan
Co...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Strategy
First, the messages. The idea is...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Strategy
Second, the touch points. These ...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Strategy
Identify messages, touch points,...
Advocacy
Ambassador
App
Asset
Cinema
Console / Game
Direct Mail
E-Mail
Event
Experiential
Internal / Employee
Loyalty / CR...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Framework
Draw how touch points will work...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Framework
Draw how touch points will work...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Reach
• With our tool ReachApp (for iPhone / iPad) w...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Reach - Estimate
1 2 3
Explanation original Christma...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
Website
Role(s)
Explain / Remind
Mai...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
Television / Video On Demand
Role(s)...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
1.Particulars and mechanics of each ...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
Display
Role(s)
Stimulate to test
Ma...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
Viral
Role(s)
Spread message; Settle...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
Viral
Role(s)
Spread message; Settle...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
1.Particulars and mechanics of each ...
Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan
Connection Plan
1.Particulars and mechanics of each ...
Comms With A Plan
ReachApp
&
wish you a real Christmas and a bright 2016
cbaarendse@commswithaplan.com
Nächste SlideShare
Wird geladen in …5
×

Christmas - Comms With A Plan

3.137 Aufrufe

Veröffentlicht am

Better agency coordination.
More effective marketing communications.
Lower marketing costs.
Better cross department cooperation.

Get up to speed with connection planning with this connection plan for Christmas. By Comms With A Plan.

Veröffentlicht in: Marketing
  • Sex in your area is here: ❶❶❶ http://bit.ly/39pMlLF ❶❶❶
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Dating for everyone is here: ♥♥♥ http://bit.ly/39pMlLF ♥♥♥
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • High paying jobs on Facebook? $25 per hour, start immediately ➤➤ http://t.cn/AieX6y8B
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Paid To Facebook? Earn up to $200/day on social media sites. ■■■ http://t.cn/AieXipTS
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • You can get paid up to $25 per hour to be on Facebook? ▲▲▲ http://t.cn/AieXiXbg
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Christmas - Comms With A Plan

  1. 1. Christmas - Comms With A Plan
  2. 2. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan A Christmas connection plan •A connection plan is one concrete result of integrated marketing communications (IMC). •It provides the common ground upon which your executional agencies can build their work and be at their best. •Connection planning has many advantages •Lower marketing costs, •More effectiveness, •Better integration, •Cross departmental cooperation, •Etc. (we have at least 7 more) •This document leads you through a connection plan, the way we see it. And it’s all about Christmas! An agency that offers Media Management and Connection Planning consultancy to advertisers An app that gives you the potential impact of your advertising campaigns: It estimates total reach and overlap.
  3. 3. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Purpose • Answer the following questions: • If Christmas was a brand. What could its Connection Plan look like? • What does a Connection Plan look like? What does it do?
  4. 4. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan What is a Connection Plan? • It’s an extended media plan. • It also has other “touch points” than normally buyable advertising space. Like packaging. Or a spokesperson. Or anything else that can carry a brand message. • It has the usual strategical and tactical considerations. • More based on the way users use touch points and the mechanics that can be deployed than purely on data. • Ideally it contains at least some idea about the creative strategy. • It plays out as a schedule, a to-do list and a primary briefing. • It serves as a common ground for the executional agencies* to base their proposals upon. • *Agencies: PR, digital, media, advertising, experiential, social media, back end, sampling, design, gaming, viral, sponsoring, shopper-marketing etc.
  5. 5. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan And on to Christmas. What is wrong that it needs a Connection Plan? Nothing, and everything. We just feel that we’ve moved away from the original values that Christmas brings. We eat a lot of food. We unwrap presents under the tree. Etcetera. One of the reasons for this is that there are many other organisations that take advantage. They use what “Christmas” has achieved and signifies. And make it part of their plan. And that causes a blur in the way we experience Christmas. It’s time to turn this around… Let’s start with some Introspection and the current Situation. Then move on to Objectives. And finally, the Connection Planning.
  6. 6. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Introspection • What • How • Why The What, How & Why of Christmas is clearly derived from Simon Sinek's take on strategy. Find more on: http://www.startwithwhy.com/.
  7. 7. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Christmas - What Drink Giving Family Religion SymbolsDonatingFood Congregate What = The things we do and express with Christmas
  8. 8. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Christmas - How Shopping Giving Family Religion SymbolsDonatingFood & Drink Congregate How = “What” (previous slide) + Shopping + Great Atmosphere
  9. 9. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Christmas - Why At the end of the year, everybody makes up the balance. If you had a good year, in the terms you find important, you’re inclined to give to others. If you had a bad year, you accept help of others. Historical triggers & values for the Christmas “Why”. Where does it all come from? Sun turn in midwinter indicates that the days will become longer and lighter. Birth of Jesus. Hope / Optimism The harvest on the land is done. So is the preparation of storable food. Coldest part of winter coming. Question if one can sustain. Perhaps help is needed. Helpfulness / Perseverance
  10. 10. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Situation • The roots of Christmas, grouped under “Why” on the previous sheet, are being followed through selectively: We eat, to get through winter. We shop and give presents, because we are doing well. • Christmas is focused on abundance: Shopping and eating are most important. • Christmas is not a movement in itself anymore. Many organisations are using the Christmas values and symbols to project as an example for their own, often unjustified. Source: our own observation
  11. 11. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Objectives • Re-establish the basic values of Christmas: • Make up the balance of your past year. • It’s about the Christmas feeling itself. • Give to people who really need it. • Make optimism and hope the result of Christmas.
  12. 12. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Creative concept (Since this SlideShare is about Connection Planning, we choose for a more or less existing concept.) • A Christmas Carol by Charles Dickens, provides relevant starting points to satisfy all three objectives: • Scrooge makes up the balance of last year, as well as his life; • One message is about giving to the people who really need it, like Bob Cratchit and his son Tiny Tim (picture); • One other message is about hope: Despite his history of being a real miser, Scrooge and the people around him have a happier future ahead. • Elements of the story will serve as ingredients of messages that consumers of Christmas will encounter as part of the connection plan.
  13. 13. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan 3 creative executions Creative message explaining the “why” of Christmas. Some people had a better year than others. Christmas is about making up the balance and act. Test: How did you do this year? Are you a “Scrooge” or a “Bob Cratchit”? Action: Give or receive something simple and nice amongst your peers, based on the test. Enter the new year with hope and optimism. 1 2 3
  14. 14. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Imperatives • Markets - This could be any market or combination of markets where: • People celebrate Christmas • The same kind of messaging would be understood • Target group - People who celebrate Christmas, from a Christian angle, in one or more social groups: • Families • Workers / Colleagues • Students / Teens • Timing - Depends on the markets, usually after celebrations like St. Nicholas (NL, BE, GE). Thanksgiving (US, CA) might be partly included because of the way the Christmas movement wants to focus on evaluating the year. Maximum will be 6 weeks. • Budget - This is hard, since there is no budget holder (perhaps somewhere on the North pole) and there can be several markets involved. Let’s assume the budget is similar to what a midsize A-brand could invest in about 6 weeks.
  15. 15. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Planning = Strategy + Framework + Plan Connection Planning Connection Strategy Connection Framework Connection Plan The overall assignment is: Defining when, where and how consumers and Christmas (or your brand) ideally will be in touch.
  16. 16. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Strategy First, the messages. The idea is to have 3 broad messages go out during the campaign period: Objective Message Explanation of the original values of Christmas. Re-establish awareness of original Christmas values.1 2 3 Invoke introspection with target group. Provoke target group to act in Christmas spirit and feel happier after. Ask people to rate themselves: Are they a “Scrooge” or a “Bob Cratchit”. Provide a mechanism that will allow people to give or receive from others and then get ready for a positive new year. Identify messages, touch points, rationale / role for each touch point and synergy.
  17. 17. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Strategy Second, the touch points. These should be limited, we are on the level of a mid-sized A-brand. Message Explanation of the original values of Christmas. 1 2 3 Ask people to rate themselves: Are they a “Scrooge” or a “Bob Cratchit”. Provide a mechanism that will allow people to give or receive from others and then get ready for a positive new year. Touch Points Video On DemandWebsite Cinema Television Magazines Outdoor Social Display SEM SEO Viral App Website Video On Demand SocialWebsite Identify messages, touch points, rationale / role for each touch point and synergy. Viral App
  18. 18. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Strategy Identify messages, touch points, rationale / role for each touch point and synergy. ▶︎The following slide shows all the touch points we chose from. 1 2 3 Touch Points Video On DemandWebsite Cinema Television Magazines Outdoor Social Display SEM SEO Viral App Website Video On Demand SocialWebsite Rationale, roles & synergy • Christmas’ own site is the starting point of the story. • Magazines allow us to start early and tell a more profound story. • Telling the story of Christmas works well through AV oriented media. Synergy can be expected around weather reports / end year news. • In Cinema Christmas can expose visitors to a very impactful and atmospheric film • With Television and VOD we can build reach quite quickly, within the short time frame available. • Outdoor and VOD can trigger people at several moments per day to take the Christmas test • SEM, SEO and Display will enable people to directly go to the test environment • The website, app and social networks provide the environment to (1) execute the test and (2) follow through with action • Enabling virality in the messaging • The website, app and social networks provide the environment to (1) execute the test and (2) follow through with action • Enabling virality in the messagingViral App Still, the touch points.
  19. 19. Advocacy Ambassador App Asset Cinema Console / Game Direct Mail E-Mail Event Experiential Internal / Employee Loyalty / CRM Newspapers Mobile Magazines Outdoor Packaging PR Promotion Radio SEM SEO Shopper Word Of Mouth Website Viral Video On Demand Trade Fair Television Sponsorship Social Display For the meaning, see www.rchpp.com/HowItWorks/TouchPoints/. The touch points we chose from:
  20. 20. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Framework Draw how touch points will work with each other and how this works in a consumer connection journey Video On Demand Website Cinema Television Magazines Outdoor Social Display SEM SEO Viral App Website Video On Demand SocialWebsite 1 2 3 Same background message, different parts target group More background information All background information, for people who want to know more Reminder to test yourself Explanation original Christmas values Are you a “Scrooge” or a “Bob Cratchit”? Give or accept Invitation to test yourself Invite others to test themselves Make it easy to find test Test yourself Viral Get test outcome and act (give or accept) App Share test outcome, action and celebrate bright coming year together
  21. 21. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Framework Draw how touch points will work with each other and how this works in a consumer connection journey The consumer connection journey is a model, it shows how the plan works ideally, for 1 “theoretical” person. 1 2 3 Person Sees beautiful film about original Christmas values Reads more about original Christmas values in Magazine Finds more information about the original Christmas values and sees some info about the test Sees a reminder about taking the test Gets a last stimulation to really take the test Finds more info on where to take the test Takes the test Invites others to take it Gets test outcome, versus friends Gives and accepts, in the spirit of Christmas
  22. 22. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Reach • With our tool ReachApp (for iPhone / iPad) we can estimate the projected Total Reach for each part of the campaign. • All we need is to estimate the reach per touch point that we are going to get. Your individual agencies can help with this. • Example: On the right you see the touch points we are proposing to carry the initial message about the original values of Christmas • Total Reach could be about 81% • The Locus, the % of people we reach with all touch points, will be very low. There will be sufficient overlap between some of the touch points. • Disclaimer: Reach depends very much on the market you’re in and the budget you have. These are estimates based on our general knowledge of the West-European markets. • You can find ReachApp in Apple’s App Store • More info on: www.rchpp.com 1 Explanation original Christmas values
  23. 23. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Reach - Estimate 1 2 3 Explanation original Christmas values Test - Invitation 2 + 32 + Test - Interaction and action Total With the select screen in ReachApp we select the touch points for the plan (part) Then, in the input screen we input the estimated reach per touch point. ReachApp will give the Total Reach and the overlap, for the parts of the campaign we choose.
  24. 24. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan Website Role(s) Explain / Remind Main function Mechanic Explain the origins of X-Mas Site Timing Place in the phase Objectives – Tactics Continuous, so 6 weeks Continuous Catch all people interested and further convert them into the original Christmas mindset. Content Formats Provide top-content and interactivity. Establish authority being only true Christmas sender - Lead to the next touch point Mention test, later offer test. Provide overview of all creative content. Magazines Role(s) Explain / Remind Main function Mechanic Explain the origins of X-Mas Editor-like content, bordering on being an advertorial Timing Place in the phase Objectives – Tactics A month Before anything else Diverse reach within target group Content Formats Visual + text 1 page / spread full colour Lead to the next touch point Mention URL, tell people that website offers more info. 1 a 1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced
  25. 25. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan Television / Video On Demand Role(s) Explain / Remind Main function Mechanic Explain and demonstrate the origins of Christmas Expose viewers to AV content. Timing Place in the phase Objectives – Tactics Start of campaign, about 5 weeks After start Cinema Maximise complementary reach of both media Content Formats Beautiful and expressive movie, optimised for medium 30 or 45 seconds for TV; 10 - 20 seconds for VOD Lead to the next touch point TV: Mention URL; VOD: Provide links and display ads to Website and test environment. Cinema Role(s) Explain / Remind Main function Mechanic Explain and demonstrate the origins of Christmas Film exposure Timing Place in the phase Objectives – Tactics Start of campaign, about 2 3 weeks After start magazines Focus on core Cinema visitor. Maximise reach in busy december month. Content Formats Beautiful and expressive movie. Long film format: 1-3 mins Lead to the next touch point Mention URL and VOD sites for domestic reviewing 1 b 1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced
  26. 26. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan 1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced Video On Demand Role(s) Stimulate to test Main function Mechanic Stimulate people to test their past year. Combination of exposure AV content and display ad that leads to test Timing Place in the phase Objectives – Tactics 2 weeks Start of phase 2 Implement frequency cap that proves optimal in market; then, maximise reach. Content Formats AV content from phase 1, optimised. Web display ad that asks How was Your year? Are you a Scrooge or a Bob? 10 - 20 seconds for VOD; Rich media banner, IAB format (TBD) Lead to the next touch point Banner leads directly to test on Social, App and Website. Outdoor Role(s) Stimulate to test Main function Mechanic Stimulate people to test their past year. Exposure on outdoor objects Timing Place in the phase Objectives – Tactics 2 weeks Start of phase 2 Build reach quickly. Cater to all sub- target groups. Content Formats Provocative message that gets attention: How was your year? Are you a Scrooge or a Bob? Bus stop; Bilboards; Regular sizes in the market. Lead to the next touch point This is hard on outdoor, since confrontation time is short. If possible, provide URL. 2 a
  27. 27. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan Display Role(s) Stimulate to test Main function Mechanic Stimulate people to test their past year. Display ad that leads to test Timing Place in the phase Objectives – Tactics 4 weeks Start of phase 2 Implement frequency cap that proves optimal in your market; Remarket to website visitors & VOD viewers Content Formats Web display ad that asks How was Your year? Are you a Scrooge or a Bob? Show test- example Rich media banner, IAB format (TBD) Lead to the next touch point Banners lead directly to test on Social, App and Website. SEM / SEO Role(s) Stimulate to test Main function Mechanic Enable people to quickly find and use test Search optimisation. Timing Place in the phase Objectives – Tactics 4 weeks Start of phase 2 Maximise reach by choosing differentiating keywords Content Formats Adequate ads and keywords Text based ads; App install ads. Display ads. Lead to the next touch point Ads lead directly to test on Social, App and Website. 2 b 1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced
  28. 28. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan Viral Role(s) Spread message; Settle action Main function Mechanic Spread message; Settle action Application with sharing function Timing Place in the phase Objectives – Tactics 4 weeks, possibly longer into the new year During phase 2 and 3; possibly longer into the new year Focus on sharing, ranking and acting functionality Content Formats Functionality within application allowing to easily share test-results and action - Lead to the next touch point See Content Website / App / Social Role(s) Execute test; Lead people to action Main function Mechanic Provide test application and means to share result and take action Application with sharing function Timing Place in the phase Objectives – Tactics 4 weeks During phase 2 and 3 Focus on app-like usability Content Formats Application where users answer a number of multiple choice questions about their year. Tool that ranks score amongst peers. Application, ready for selected platforms Lead to the next touch point Test application leads to ranking and give / accept functionality 2 c 1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced
  29. 29. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan Viral Role(s) Spread message; Settle action Main function Mechanic Spread message; Settle action Application with sharing function Timing Place in the phase Objectives – Tactics 4 weeks, possibly longer into the new year During phase 2 and 3; possibly longer into the new year Focus on sharing, ranking and acting functionality Content Formats Functionality within application allowing to easily give / accept small (digital) gifts - Lead to the next touch point See Content Website / App / Social Role(s) Execute test; Lead people to action Main function Mechanic Provide test application and means to share result and take action Application with sharing function Timing Place in the phase Objectives – Tactics 4 weeks During phase 2 and 3 Focus on app-like usability Content Formats Following score rank, provide functionality to exchange small (digital) gifts, or accept them. Application, ready for selected platforms Lead to the next touch point Test application leads to ranking and give / accept functionality 3 1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced
  30. 30. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan 1.Particulars and mechanics of each touch point 2.A list of materials that need to be produced 3.A schedule that shows the deployment in time Usually this list is established in cooperation with the agencies that execute the campaign. So for now: TBD.
  31. 31. Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan Connection Plan 1.Particulars and mechanics of each touch point 2.A list of materials that need to be produced 3.A schedule that shows the deployment in time 1 2 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 November December YEAR 1 YEAR 2 3 +
  32. 32. Comms With A Plan ReachApp & wish you a real Christmas and a bright 2016 cbaarendse@commswithaplan.com

×