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25 Comms Planning Models: For Strategic Planners
25 Comms Planning Models: For Strategic Planners
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Mark Ritson THREE STEPS IN MARKETING
Before we dig into the communication planning
process, it's necessary to understand where the
importance of communication lays in a
marketing plan.
Additional information:
“What does and doesn't matter in marketing” by
Mark Ritson (YT video)
Source: Mark Ritson
THE PLANNING & EVALUATION PROCESS
To better overview the whole communication
planning process, it's good to keep in mind all
the steps in the process. From brief until
measurement and evaluation:
Uncovering insight,
mapping the How we use
Who is the most What is the journey and To justify & channels Looking at the What is the
valuable audience identifying roles for resonate an (receptivity specifics of combined
consumer? behavior? communication idea moments)? each channel reach?
Additional information:
IPA touchpoints
Source: IPA
THE BASIS FOR COMMS PLANNING
The communications planning process
concerns defining the context where the
information will be received and the contact
who will receive it. These two aspects together
create the content or the message that the
consumer will receive. CONTEXT CONTACT CONTENT
Additional information:
A book summary of “Bad Strategy, Good Strategy”
Source: WARC Webinar
COMMUNICATION CYCLE
Planning is essential. Just keep in mind it's not a
plan you need, it's results.
Additional information:
JWT Planning guide
COMMS TASK How do we overcome this barrier? How do we overcome this barrier? How do we overcome this barrier?
What reason does the consumer have to What reason does the consumer have to What reason does the consumer have to
REASON TO BELIEVE believe this message? believe this message? believe this message?
KPIs How will we measure success? How will we measure success? How will we measure success?
DATA SOURCE What data do we need and how often should What data do we need and how often should What data do we need and how often
it be reported? it be reported? should it be reported?
Additional information:
Chris Huebner article on this model
Source: Chris Huebner
CAMPAIGN ARCHITECTURE
Campaign architecture is how advertising
campaigns are set up and organized to properly
manage the flow of data from the most
granular insights to a holistic campaign view BUSINESS PROBLEM
and beyond. How you architect your campaign
determines what you get out of it.
POSITIONING
CAMPAIGN IDEA
Additional information:
PUMA campaign case study
Source: Julian Cole
PLANNING TOOL
This is a useful tool to recheck the combination
of the current problem with the desired future.
IDENTIFYING A SOLUTION
Source: APG
PLANNING FRAMEWORK
A very simple explanation of the planning process
by Miami Ad School. This model can be a useful
Client briefing
tool when you're still learning the steps in the
planning process.
Asking the right questions
Golden rule - always ask as many questions as Establishing target audience segments and consumer purchasing
you can about everything that relates to the task! dynamics
● Consumer
● Culture CONSUMER CULTURE
● Company (Conceptual Target)
● Communications Societal trends
Who do we target? What trends/beliefs
What drives them? matter?
All together they combine demand on an idea.
DEMAND IDEA
COMPANY
The symbol of brand The reason to believe: The benefit to the The world, real or not, The brand's values/ In role in life of the
awareness what the product has, consumer rational or built around the brand attitudes/ consumer, or in
does, the DNA of the emotional convictions society
brand
BOTH
Additional information:
Description about the model Source: BBDO Worldwide
TO… BY… MODEL
If you can construct a sentence that states your
aim (i.e. “to do X”) and then follow up with a way
of getting there (i.e. “by doing Y”), then you're TO BY
halfway to having a strategy.
BUSINESS
To increase sales volume… ..by recruiting new users
To maintain sales volume... ..by consolidating loyal users
To generate sales leads… ..by enhancing brand reputation
MARKETING
To consolidate loyal users… ..by reminding them of the brand's
benefits
To recruit new users… ..by bringing the brand to their attention
True to Motivating
the to the
product consumer
Distinctive
from the
competition
Competitive
analysis
A tangible property
(e.g. size, appearance, taste, performance)
Additional information:
About the model
Source: Charity comms
RESEARCH DISCOVERY
This is a very simple and useful framework for
guiding research when first starting out on a
client brief. By researching each dimension - the
brand needs, the category norms, the consumer
behaviors, and the macro-cultural context — you
will have a solid place to understand the real
challenge underneath the surface of the brief. BRAND CATEGORY
CONSUMER CULTURE
PROCESS MAP ●
●
Understand the context or field of study
Ask who/what/where/when/why/how
CONTEXT
CONTENT USERS
Does not
improve the
user's life
Dealer Entertainer
Additional information:
Description about the model
Source: NirAndFar.com
McKINSEY MODEL
I add this framework to remind you of one
golden rule - always keep in mind that
consumers want the category, not the brand!
ACTIVE CONSIDERATION
A, B, C, D C
PASSIVE CONSIDERATION
Brand Glossary