Transcript Strategic Responses & Campaigns

Challenges of Strategic
Communication
Treatment
Strategic communicators need to
become less reliant on traditional
marketing tactics and pursue more
aggressively a new generation of tools
Traditional marketing is not going away
 Must be complemented by emerging
strategic communication techniques
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1. Integrated Marketing
Communications
Need to coordinate various strategic
communications approaches
Advertising, Public Relations, Promotions,
Direct Response, Interactive
 Mutual reinforcement of core themes
 Creates synergy and memorability
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2. Segmentation and
Targeting
Need to define multiple audiences
Defined by usage, lifestyle, behavior
Speak to targets based on their
individual needs and wants
3. Positioning and
Branding
Strategies to deal with market complexity
through messaging – must break through
Build visibility, trust, and loyalty through the
creation and reinforcement of a clear identity
 Differentiates your brand from competitors
with messages that are relevant, original and
impactful = ROI
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4. Relationship
Marketing
Develop a long-term interactive
communication process between a
defined segment and the brand
Use a full array of communication
messages and channels to build ties
Digital, social, and mobile media are
key to building relationships
5. Big Data
Technology allows narrowcasting and micromarketing to individuals
Grounded in synthesis of purchasing and
media consumption behaviors
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Detailed data on individual consumers
All the opportunities of the Internet
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Google, Amazon, Yahoo!
6. Digital Marketing
• Search Engine Optimization – Maximize Visibility
• Paid Search – Drive Traffic
• E-mail Marketing – Cheap Contact
• Social Network Marketing – Build Buzz
• Blogging – Create a Platform
• Web Presence – Advertise on Key Sites
• Mobile Marketing – Place-based Marketing
• Podcasting – Respond to Tailoring
• Online Video – Sight, Sound, and Interactivity
What makes a
successful campaign?
Learn from successful past efforts
Examples in the book
 Case Studies
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Learn from past student work
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NSAC Planbook
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Download from class Web site
Student plans from past classes
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Available in JRR starting the 5th week
Communication Plan
Right strategy
Right messages
Right audiences
Right media outlets
Right events
Right promotions
Purpose of the Plan
To present client with rationale behind
communication objectives & strategies
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Must be concise and easily digested
Provide enough tactical guidance so
that other strategic communication
specialists can implement the plan
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Must contain enough specificity
Stages/Sections of
Communication Plan
Situation Analysis - Understand market, competition, brand, and
consumers to define problems & opportunities
Campaign Strategy - Utilize research to determine target, desired
position, and branding strategies
Creative Plan - Build message elements off of the creative brief that
distills core messaging elements
Media Plan - Select media apertures, channels, and vehicles to secure
optimal message placement
Public Relations and Promotions Plan - Manage stakeholder opinions,
media relations, and value-added
Situation Analysis
Complied by Research Director/Account Planner
Research synthesized into SWOT Analysis
Strength, Weakness, Opportunities, Threats
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client background - history of the brand
industry and competitive trends
consumer analysis - purchasers, users, influencers
brand analysis - current perceptions and association
media usage analysis
category creative analysis
public opinion/stakeholder analysis
Campaign Strategy
Complied by Account Director/Brand Manager
Informed by Situation Analysis
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objectives (what you want to accomplish)
target (whom you are trying to reach)
competitive advantage (what differentiates brand)
brand personality (what people think of the brand)
positioning of brand (brand vs. competition)
geographical strategies (where you concentrate your $)
seasonal strategies (when you market the brand)
Creative Plan
Complied by Creative Director
Can split between Copywriter & Art Director
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derived from creative platform or brief
message strategies -- (prospect or brand focused)
selling premise -- (the unique selling proposition
campaign theme (logo, slogan, tagline, etc.)
create examples of executions
Media Plan
Complied by Media & Interactive Director
Coordinated with Creative Efforts
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media target
timing (start date - launch)
reach (how many) / frequency (how often)
duration (how long)
scope (market selection - national or regional)
media tactics (selection of specific vehicle)
flowchart (scheduling and budgeting of plan)
PR & Promotions Plan
Complied by PR & Promotions Director
Integrate with other campaign elements
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discuss status of public opinion
state public relations and promotions strategy
define media relations strategy & vehicle selection
public relations tactics (programs, press conferences)
discuss events tactics (press releases, news values)
discuss promotional tactics
Pulling a Plan Together
Begins with Situation Analysis
Informs the Campaign Strategy
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Account planners and account executives
Creative Plan, Media Plan, and Public
Relations Plan are developed in tandem
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Overall strategy and individual executions
coordinated for timing, theme, and targeting
Dealing with Growing
Complexity
Strat Communication complicated by:
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Diversification of product choices
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Demassification of target audiences
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Control over plethora of media channels
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Economic and industry complexity
New Generation of Tools
Traditional approaches displaced by…
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Integrated marketing communication
Market segmentation
Product positioning and branding
Relationship marketing
Big data
Digital marketing
Given this Complexity…
We can’t possibly deal with:
Every possible situation/product/service
 Every possible combination of solutions
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What we can do is to lay a groundwork of:
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Basic concepts, principles, and tools
It’s up to you to:
Analyze situations
 Generate creative solutions
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Agency Positions for
Group Project
Account Planner/Research Director:
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Situation analysis
Account Director/Brand Manager:
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Campaign strategy
Creative Director/Copywriter:
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Creative plan and executions
Media & Interactive Director:
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Media/Interactive plan
PR & Promotions Director
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Public Relations and Promotions plan
Additional information
For additional info on the layout of a
plan, see Project Manual
Case studies later in the term
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Got Milk, Altoids, Lee Jeans
Submit Your Application
Submit your resume and cover letter
If forgot, send to [email protected]
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Will decrease chance of getting top choice
Will try to give everyone first or second
choice when assigning agency teams
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Will break ties based on strengths of app.