How to Globalize Your Editorial Planning

Pam Didner
Global Integrated Marketing Manager
September 7th, 2011
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1 INTEL CONFIDENTIAL
 2011 Biz. Marketing Objective and Strategy

Objective • Increase Intel brand relevance

Hero Product

Audience • IT Managers

• Signal business advantages

Comm. • Stimulate interests
Strategy
• Engage with IT

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 Social and search are rewriting the
rules of audience engagement

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 Global Definition

Glob|al (glo’b l) adj: 1 round like

e
a ball; globe shaped 2 of, relating to or
including the whole earth; worldwide.
3 taking all the different aspects of a
situation into account.

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 Scalable Editorial Planning Process

The Holy Grail: Tight collaboration between HQ and Geo*

1 Prioritize Countries and Topics (HQ w/ Geo

Feedback)

2 Finalize Editorial Timeline (HQ)

HQ-driven 3 Create Geo

editorial
Geo-driven
calendar(HQ+Geo) (w/agency help)
(w/ agency help)

4a Create Topic Marketing Kit (HQ) 4b Craft Engagement Plan (Geo)

5 Share Engagement Results (Geo)

6 Refine Editorial Planning, Marketing Kit (HQ w/

Geo feedback)

5 * HQ = Headquarters Geo = Geographies or regional offices

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 Example of Global Editorial Calendar
HQ recommendation

2011
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Windows 7 Product Launch Product Launch Cloud

Topics Migration #1
Mobility
#2
Virtualization
Computing

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 Example of Geo Editorial Calendar
within HQ framework

2011
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Windows 7
Product Launch #1 Mobility Cloud Computing
China Migration

EMEA Windows 7 Migration Product Launch #1 Product Launch #2 Virtualization

(Europe, Middle East and
Africa)

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 Topic Marketing Kit

Intel Story

Messaging and Positioning

Search Terms

A list of content pieces

• E-mail template, landing pages etc.
• Case studies, webinars, social media conversation
guide etc.

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 Geo Plan Starts with Topic Marketing Kit

Search

Selective Targeted
Co-Marketing Advertising

Topic
Marketing
Direct Kit
Marketing PR

Local Optimized
Events Landing Pages

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 Key Learnings

• Long lead time of producing a kit

 Less topics, three is ideal

• Up and personal with all geos

 Clear roles and responsibilities between HQ and Geos

• Content is king and creative is queen

 Storytelling with simple creative

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