Post on 23-Jan-2015
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Copyright © 2011 by IQ Agency
MY FINAL PRESENTATION
BrandDate
Copyright © 2011 by IQ Agency
AGENDA
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• The Assignment
• The 4 Truths
- Brand Insights
- Audience Insights
- Persona
- Insight Map
• Big Idea
- Moodboard
• Campaign Strategy
- Campaign Overview
- Tactic Map
• The Work
- Case Study
• Budget, Timeline & Measurement (Optional)
Copyright © 2011 by IQ Agency
THE ASSIGNMENT
Briefly describe the assignment you were given so your audience has context
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INSIGHTS
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4 TRUTHS
Great stories are based on 4 basic truths. Describe your process for collecting brand, audience, mission, and moment insights.
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BRAND INSIGHTS
• What is the product?
• What are the brand values?
• What’s unique about it?
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AUDIENCE INSIGHTS
• Who is this campaign targeting at a high level?
• What’s unique about them that you feel your brand needs to address?
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PERSONA
Your text persona in as many slides as you need.
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PERSONA IN CONTEXT
The visual persona you created
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4 TRUTHS
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AudienceTeller
MomentMission
Map all your insights like we did in class
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THE BIG IDEA
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The idea that connects brand x to this audience is “_____________.”
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“BIG IDEA”
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• The description of you big idea that you presented in class that included how it connects the brand and the audience and how it would feel in executions.
• For the audience your presenting to, this is “Why does this idea work.”
Whatever your idea is, make that the title of this slide.
Copyright © 2011 by IQ Agency
MOOD BOARD
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If your executions will be lower fidelity, you should include a moodboard to show the audience how the executions will feel.
Copyright © 2011 by IQ Agency
CAMPAIGN STRATEGY
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CAMPAIGN OVERVIEW
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• Briefly describe the tactics and tone you’ll use to achieve the assignment.
• Make sure you cover why these tactics work for your audience.
Copyright © 2011 by IQ Agency
TACTIC MAPPED
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PURCHASE LOYALTYAWARENESS CONSIDERATION
a
t
AT HOME
ON-THE-GO
IN STORE
USE
Search advertising
Social Media& blogs
Brand site Retailer website
Mobile website
Mobile couponing
Location-basedadvertising offers
Retailer/ productfinder
Retailer CRM email
In-store media
e-Circular
In-store comparisonand research
Mobile Utilitiesfor in-use scenarios
Mobile CRM
Brand CRM or loyaltyprogram
Social Mediaand brand sites (feedback)
Kiosks
Digital word of mouth
Digital enhancementsto packaging (QR, etc)
Map all the tactics you’ll use
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CAMPAIGN ECOSYSTEM
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tvprint
outdooronline display
conversionlanding pages
loyalty & use
awareness & consideration
facebookblogger
outreach
mobile app
flickr
purchase
local events
direct mail
radio
local events
in-store
You might want to have a slide that looks like this.
Copyright © 2011 by IQ Agency
CAMPAIGN STRATEGY
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Microsite moves the customer toward conversion.
Banner ads, search ads, and email all drive to a landing page or microsite*.
*This UPS campaign has more elements, but I knew they’d have all the basics.
drive to
You might want to have a slide that looks like this.
Copyright © 2011 by IQ Agency
ROLLOUT STRATEGY
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Phase I Phase II Phase III
Initial TV, print, radio, digital display, etc.
Story Submissions
Real Customer Stories
Facebook & TwitterConversations Around Moments
Voting
If your campaign relies on timing, map that here.
Copyright © 2011 by IQ Agency
THE WORK
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CASE STUDY
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A case study related to one of your tactics might help sell the idea. If something from the class on case studies works for you, include it.
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VIDEO
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SOCIAL
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BANNERS
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MOBILE
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ETC.
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Mockups, write-ups, full executions, etc. of each of your tactics.
Copyright © 2011 by IQ Agency
BUDGET, TIMELINE & MEASUREMENT
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BUDGET, TIMELINE, MEASUREMENT
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Optional, but include if you have ideas about these things.
Copyright © 2011 by IQ Agency
THANK YOU
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