Professional Documents
Culture Documents
Planners
TEMPLATE
julian cole
Head of Comms Planning, BBH
keynote version
powerpoint version
THE
Planners
TEMPLATE
your name here
COMPANY NAME
todays meeting
- Our Process
- Recap the brief
- Cultural, Product and Consumer Truth
- Strategy
- Creative Idea
- Campaign Architecture
- Campaign elements
- KPIs
- Next Steps
QUAL AND
QUANT
RESEARCH
CREATIVE
BRIEF
CREATIVE
CONCEPTING
CAMPAIGN
ARCHITECTURE
KPIS
key
Insight
slides
120
Aug
Sept
100
85
33
40
10
Mar
Apr
May
Jun
Jul
pie chart
79%
CONSUMER TRUTH
Lorem ipsum consumer dolor sit amet, consectetur
adipiscing elit. Fusce neque orci, consectetur eget vitae,
neque orci, consvestibulum vel magna.
CULTURAL TRUTH
Lorem ipsum culture dolor sit amet, consectetur
adipiscing elit. Fusce neque orci, consectetur eget
vitae, neque orci, consvestibulum vel magna.
PRODUCT TRUTH
Lorem ipsum product dolor sit amet,
consectetur adipiscing elit. Fusce
neque orci,
PRODUCT TRUTH
CULTURAL TRUTH
Lorem ipsum consumer dolor sit
amet, consectetur adipiscing elit.
Fusce neque orci, consectetur
eget vitae, neque orci,
consvestibulum vel magna.
STRATEGY
CONSUMER TRUTH
Lorem ipsum consumer dolor sit
amet, consectetur adipiscing elit.
Fusce neque orci, consectetur
eget vitae, neque orci,
consvestibulum vel magna.
key
visual
slides
Magazine Ads
TV Commercial
Search
Radio
consumer journey
www.
Search
Consumer A
1st interaction
Consumer A
2nd interaction
Brand Site
Retargeted Banner Ad
Exit
Site
Shares
via Facebook
Retargeting
Database
channel matrix
high engagement
WOM
Mobile
low interest
high interest
Blog
TV
Newspaper
Radio
Billboard
low engagement
icons library
SEP
OCT
NOV
DEC
JAN
TV/CINEMA
TASK 1
ESTABLISH
PRINT/OUTDOOR
FACEBOOK/TWITTER
RICH AND FLASH BANNERS
TASK 2
ADD VALUE
DIGITAL HUB/FOURSQUARE
RETAIL PRODUCTS
TASK 3
INVITE
BAR ACTIVATION
IN STORE ACTIVATION
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
POSITIONING
CAMPAIGN IDEA
BARRIER
BARRIER
BARRIER
COMMS
TASK 1
COMMS
TASK 2
COMMS
TASK 3
TACTICS
TACTICS
TACTICS
CAMPAIGN ECO-SYSTEM
TV/CINEMA
PRINT/
OUTDOOR
BANNERS
(RICH AND
FLASH)
SEARCH
DIGITAL HUB
FACEBOOK/
TWITTER
TYPE OF LINK
IN-BAR
ACTIVATIONS
INSTORE
ACTIVATIONS
INDIRECT
DIRECT
COMMS BARRIER
THE TARGET DOESNT
KNOW WHAT AFTER
HOURS ATHLETES
MEANS
COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE
COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES
TACTICS
TV/CINEMA
PRINT/OUTDOOR
INSTORE
TACTICS
PRODUCT LINE
DIGITAL HUB
COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING
COMMS TASK 3
INVITE NEW
CONSUMERS TO BE
AN AFTER HOURS
ATHLETES
TACTICS
BAR ACTIVATIONS
INSTORE ACTIVATIONS
DIGITAL HUB
kpi slide
awareness
consideration
preference
purchase
retention
1,321 Sales
56% purchase
intention
2,000,000 Youtube
views
332 Loyalty
Members
Search Volume
increase 24%
PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS
KEY IMAGE ATTRIBUTES
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
TARGET
ACTUAL
8%
10.4%
52%
66%
52%/46%
42%/66%
1,400,000
1,568,120
2:20
1:45
75%/60%
86%/76%
20%+
25%
TIME ON SITE
EXIT POLL ON SITE
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
EXIT POLL ON SITE
ADDS VALUE TO MY NIGHT OUT VS.
CONTROL
keynote version
powerpoint version