Proprietary & Confidential Information of Initiative

PERFORMANCE-LED COMMUNICATIONS

Proprietary & Confidential Information of Initiative awarenessinterestconsiderationpurchaseopinionsadvocacycommunity CONSUMER CONTROL OF MEDIA IS TRANSFORMING MARKETING… PERSUASION INFLUENCE MARKETER GENERATED USER GENERATED

Proprietary & Confidential Information of Initiative 1:1 and Data-driven Mobile Social Content Retail CONSUMERS ARE ENGAGING IN NEW WAYS Personalization Context & LocationAdvocacy & Participation Consumer communities Digital filters & customized spaces

Proprietary & Confidential Information of Initiative HOW WE DELIVER PERFORMANCE Content Retail + WebsitesWord of Mouth Social + PR PROSPECTSCUSTOMERSFANS Exposure Media at Scale

Proprietary & Confidential Information of Initiative INTRODUCTION TO COMMUNICATIONS PLANNING

Proprietary & Confidential Information of Initiative 360 Planning Channel Planning Communication Channel Planning Media Neutral Planning Total Communications Planning Connections Planning

Proprietary & Confidential Information of Initiative QUESTIONS I AIM TO ANSWER 1What is Communications Planning and why do we need it? 2Who is doing Communications Planning? 3How is Communications Planning Done?

Proprietary & Confidential Information of Initiative A DEFINITION “It is the discipline of developing a holistic plan across marketing and trade marketing functions that creates a “big picture” for consumers by weaving together every aspect of a brand’s communications.” - jim taylor, space race “Communications Planning strives to incorporate and appreciate the consumer’s expereince with a brand in its totality.”

Proprietary & Confidential Information of Initiative IT ALL BEGAN IN THE…?

Proprietary & Confidential Information of Initiative COMMUNICATIONS PLANNING IS NOT: Account Account Planning Marketing Marketing Communications Media Media Planning Typically generated by the marketer, a Marketing Communications (MarCom) calendar captures marketing events (PR, promotions, media) and marketing messages so that all teams are in alignment on objectives Typically seen at creative ad agencies, account planners combine research skills with account management, understanding the consumer experience with a particular brand so they can facilitate internal processes We do this pretty well

Proprietary & Confidential Information of Initiative With marketers increasingly embracing ROI (return on investment), communication strategies need to go from beginning to end Paid media isn’t the only way people become informed about a brand WHY DO WE NEED COMMUNICATIONS PLANNING? There is a vast increase in simultaneous media consumption Every year most brand’s communication goals change

In other words... NETWORK TVRADIOMAGAZINESMASS TRANSIT WEB PORTALS Purchase CABLE TVNEWSPAPERSBILLBOARDSWEB VIDEORETAILIN-THEATER WEBSITE GAMING MOBILE BRANDED ENTERTAINMENT VOD WIDGETS SOCIAL NETWORKING SMS VIRTUAL WORLDS OPINION SITES SEARCH BLOGS ONLINE SEEDING PODCASTS WORD OF MOUTH DVR Influence – consumer operated Persuasion – marketer generated

Proprietary & Confidential Information of Initiative 3 APPROACHES TO COMMS PLANNING Response-driven Idea-driven Touch point-driven

Proprietary & Confidential Information of Initiative RESPONSE-DRIVEN Takes a mathematical approach to channel selection

Proprietary & Confidential Information of Initiative TOUCH POINT-DRIVEN Incorporates all channels (paid/owned/earned) into the consideration process, to determine which channels best express a particular emotion or convey a specific message

Proprietary & Confidential Information of Initiative IDEA-DRIVEN Searches for one outstanding idea which helps to differentiate the brand versus its competitors and break out from other messaging clutter

Proprietary & Confidential Information of Initiative WHO IS DOING COMMUNICATIONS PLANNING?

Proprietary & Confidential Information of Initiative Above the line Below the line Television Radio Cinema Out of Home Internet Display Search Magazine Newspaper PR Blogs Social Media Mobile Brand Website Word of Mouth Product Packaging In-Store OWNED & EARNED PAID Cause Marketing Viral Video Storefront Place-Based Video Online Video

Proprietary & Confidential Information of Initiative THE LINE IS BLURRING Social Media: many pay to activate, but activations that have viral components tend to be the most effective Blogs: can be seeded, but approach has backfired for some marketers (Coke Zero) In-Store: process can be engineered and optimized, but in the end every customer experience is different

Proprietary & Confidential Information of Initiative STRONGEST ACTIVATIONS WORK “THROUGH THE LINE”

Communications Planning is Successful When… 23 All agencies are working together with the client to have the best possible perspective on the brand’s consumer

24 Do we have all the ingredients we need?

25 Are we as integrated as we can be?

26 Are we as informed as we can be?

27 Am I selling the story?

Proprietary & Confidential Information of Initiative Who: Entrepreneurial “rockstars” from across the network with under 10 years experience Why: Fresh point of view into the next generation of consumers, connections, technology and culture What: Teams of our most innovative, young, creative thinkers across our worldwide network INITIATIVE’S FUTURE BOARD

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