planningaboveandbeyond.com The Community deck! John Griffiths Webmaster August 26 th 2004

August 2000 The concept

August 2004 Learnings

The inner circle Planning insiders Limited group of 11 planning freelancers Well over 200 years of experience – 75% former planning directors Based on recommendation – not a directory Co-opetition – sharing out work Sharing knowledge, advice Buddy system – don’t do it ! Supplemented by Gallery of Exotica: specialists – MRS 2004 paper

The outer circle Mailing List Bimonthly newsletter Circulation of 150 Names and addresses Signup survey gave site likes and dislikes Most regular source of site fanmail Worldwide People learning about account planning Planners in other comms disciplines Planning directors in dept of one

Site visitors Site traffic July/Aug Areas visited – the power of a directory Downloads Keywords Books If 800 planners in London = 30-50% share of attention? Major educational source –one of the main ways planners outside of the UK learn about planning – shaping a wider definition

Site traffic Average time spent: 6 mins 30 secs IndivsSessionsPagesSizeHits GB67K July Daily Average na MB2K MB57K To August 25th

Where they go onsite Home page and related pages - new articles Directories – good for spiders and search engines Trumps and Raspberries Site of the month People In their own words – audio interviews Classified??

July/Aug Downloads Integrated planning toolkit JG 184 APG 2002 Integr Planning deck JG 179 Alchemy MRS 2003 winner Tasgal 126 Bluejacking white paper Rainier PR 117 Beyond ad planning Admap JG 102 Brands as media owners MLeader JG 92 Advertising to the herd MRS Mark Earls 87

Keywords and keyword searches Keywords:London Planning Marketing Brand Keyword searches: Advertising Planning Above and Beyond Harry Enfield Burger King Brand Archetypes Brand promise Eva Pharmaceutics

What do they read? 157 books sold £2079 revenue £ drinks tab! so far this year..

Book clickthroughs:July/Aug

Sales July/Aug

Ever increasing circles List of planning directors Site content relevant to most disciplines Peer group salons? Scaleable AdvertisingDirect Marketing Sales Promotion Media indeps New Media DesignPR Clientside planners Outside of The UK Marketing Market Research Top 20/top 30

New Planning Network – Equity meets Friends Reunited! Closed site – last two months PAAB available to visitors but rest available only to subscribers Auto translation of web pages into other languages Subscribers pay £20 a year for basic access Reduce degrees of separation between people who want to hire in planners and planners wanting work Build peer networks – get their CV out there! Subscribers get Unique address Unique page - can post photo and CV/promo documents Planners can place their websites alongside it or have websites developed for them

Planning Above and Beyond John Griffiths Tel