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Digital December<br />Campaign Strategy<br />
The central integrated externally oriented concept of how we will achieve our objectives<br />Arenas – where will we be ac...
Who is your target audience?<br />What does the market look like?<br />
Persona<br />Tell us <br />who the users are ...<br />what they like to do ...<br />why they might use/buy/create/visit .....
Background<br />Name<br />Age<br />Occupation<br />School<br />Leisure activities, recreational interests, aspirations<br ...
Who is your target audience?<br />What does the market look like?<br />Where is the audience?<br />Resource audit<br />
Who is your target audience?<br />What does the market look like?<br />Where is the audience?<br />Resource audit<br />Tim...
Who is your target audience?<br />What does the market look like?<br />Why will they care?<br />Value proposition<br />Whe...
Who is your target audience?<br />What does the market look like?<br />Why will they care?<br />Value proposition<br />Whe...
Concept<br />Best way to deliver the message …<br />Which platform suits this best …<br />How much activity/interaction wo...
Expectations<br />Consider core factors regarding how the audience will get involved and what we’re asking them to contrib...
Behaviours<br />Consider the behaviours of the audience including:<br />Barriers – have you removed all barriers to contri...
Motivators<br />Consider the audience’s motivators including:<br />Ego – can you leverage your audience’s motivation for s...
The pitch<br />Digital strategy<br />
Mandi Bateson | Digital Director | @mab397<br />e: mbateson@hillandknowlton.com.au<br />b: http://mab397.wordpress.com<br ...
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Digital December - strategy

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Digital December - strategy

  1. 1. Digital December<br />Campaign Strategy<br />
  2. 2. The central integrated externally oriented concept of how we will achieve our objectives<br />Arenas – where will we be active?<br />Vehicles – how will we get there?<br />Staging – What will be the speed and sequence?<br />Economic logic – how will we obtain our returns?<br />Differentiators – How will we win in the market place<br />
  3. 3. Who is your target audience?<br />What does the market look like?<br />
  4. 4. Persona<br />Tell us <br />who the users are ...<br />what they like to do ...<br />why they might use/buy/create/visit ...<br />how the brand/product fits into the context of their life ...<br />Focus on the activities people do, and the context in which they do them.<br />
  5. 5. Background<br />Name<br />Age<br />Occupation<br />School<br />Leisure activities, recreational interests, aspirations<br />Characteristics<br />Tools<br />Ability<br />Access points<br />Goals<br />What are they trying to achieve<br />Why are they trying to achieve this?<br />Project Engagement<br />What is the relationship to brand/product<br />What triggers the interaction?<br />What similar brands might they use?<br />Create a persona<br />
  6. 6. Who is your target audience?<br />What does the market look like?<br />Where is the audience?<br />Resource audit<br />
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  9. 9. Who is your target audience?<br />What does the market look like?<br />Where is the audience?<br />Resource audit<br />Timeframe, roles and responsibilities, integration,succession<br />
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  11. 11. Who is your target audience?<br />What does the market look like?<br />Why will they care?<br />Value proposition<br />Where is the audience?<br />Resource audit<br />ROI<br />Benefits <br />Timeframe, roles and responsibilities, integration,succession<br />
  12. 12. Who is your target audience?<br />What does the market look like?<br />Why will they care?<br />Value proposition<br />Where is the audience?<br />Resource audit<br />ROI<br />Benefits <br />Timeframe, roles and responsibilities, integration,succession<br />
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  14. 14. Concept<br />Best way to deliver the message …<br />Which platform suits this best …<br />How much activity/interaction would be required to achieve results …<br />What would be the most creative way of doing this …<br />How the audience will find it …<br />
  15. 15. Expectations<br />Consider core factors regarding how the audience will get involved and what we’re asking them to contribute including:<br />Identity – by contributing, what will this say about your audience? Is it positive, negative?<br />Connections – how are you building connections? Voice with audience; brand with audience; audience with audience <br />Daily engagement – what reason are you giving your audience to come back regularly?<br />Reengagement – if not daily, why would your audience reengage?<br />
  16. 16. Behaviours<br />Consider the behaviours of the audience including:<br />Barriers – have you removed all barriers to contributing?<br />Commitment – have you scaled the level of commitment required?<br />Value – are you giving back something of equal value to the intended response?<br />Interest – can the audience find something targeted specifically to their interests?<br />
  17. 17. Motivators<br />Consider the audience’s motivators including:<br />Ego – can you leverage your audience’s motivation for status?<br />Feedback – how will the audience receive feedback to their response?<br />Influence – how will the contributions of others stimulate further response?<br />Exclusivity – are you offering a unique point of view or opportunity?<br />Closure – what will the audience be able to take away at the end?<br />
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  21. 21. The pitch<br />Digital strategy<br />
  22. 22. Mandi Bateson | Digital Director | @mab397<br />e: mbateson@hillandknowlton.com.au<br />b: http://mab397.wordpress.com<br />t: 02 9286 1277<br />

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