PLANEJAMENTO DE COMUNICAÇÃO

COMMUNICATION PLANNING

June/2015

Stephen KingJWT1964T-Plan (Target Plan)Research and InsightsUnique and effective

Stanley PollitBMP1968Consumer’s voiceBetter creative briefMore relevance

ACTIVATION PLANNERBRAND PLANNER

CONNECTIONS PLANNER

DIGITAL PLANNER

ACCOUNT PLANNER

COMMUNICATION PLANNER

1. THINK (MORE) BEFORE DOING

2. MAKE BETTER CHOICES

3. GIVE MORE SENSE

4. MEASURE RESULTS

WHAT IS THE ESSENCE OF COMMUNICATION PLANNING?

MARKET TARGETCOMPETITION

PROBLEM DEFINITION

1. WHAT IS TO THINK (MORE) BEFORE DOING?

BRAND

IMMERSION IN THE SERVICE/

PRODUCT

TALK WITH DIRECTORES/MANAGERS

HISTORICAL OF COMMUNICATION

COMPETITION MATRIX

DESK RESEARCH

TALK WITH SPECIALISTS

VISIT TO PONT OF SALE

DIGITAL TOOLS/CONNE

CTiONS

ONLINE ENVINROMENT

CONSUMER’S JOURNEY

QUANTITATIVE RESEARCH

QUALITATIVE RESEARCH

KNOWLEDGE ABOUT PEOPLE/

INTUITION

CULTURAL BEHAVIOR/

TRENDS

2. WHAT IS TO MAKE BETTER CHOICES?

Problem to be solved with communication

Target to be reached

Tone of voice

Which space the brand want to fill in people’s lives

Message to be told

Arguments

Touch Points

KEY FINDINGS

INSIGHT

STRATEGIC IDEA

CREATIVE LINE

IDEAS

RECOMMENDATIONS

PHASES

OPORTUNITIES

3. WHAT IS TO GIVE MORE SENSE?

STIMULATING AND CONVINCING STORY FOR THE CLIENT

FINANCIAL RETURN

BRAND IMAGE

PERCEPTION ABOUT THE PRODUCT/SERVICE

VISITS/CONVERSIONS/FOLLOWERS

SENTIMENT ON ONLINE MENTIONS

4. O QUE É MENSURAR OS RESULTADOS?

ALIGNED WITH PROJECT’S GOALS

WHAT CAN YOU TAKE FROM IT TO FUTURE ACTIONS

DAILY. DOMAIN OF THE BRAND AND INSIGHTS FOR NEW ACTIONS.

- CAMPAIGNS + CONTINUOUS CONTENT

DAILY.

HOT TO PLAN COMMUNICATION IN AN ALWAYS ON WORLD?

1. THINK (MORE) BEFORE DOING

2. MAKE BETTER CHOICES

3. GIVE MORE SENSE

4. MEASURE RESULTS

STRATEGY

CHANNELS

RESEARCH

PROCCESS

MARKET

TECHNOLOGY

BEHAVIOR

PEOPLE

CREATIVITY

STRATEGY AND CREATIVITY MUST WALK TOGHETER

STRATEGIST CREATIVES AND CREATIVE STRATEGISTS

WHAT DIFERENTIATES A PLANNER/STRATEGIST IS HIS/HER POTENTIAL TO HAVE GOOD IDEAS(specially, strategic ones)

brunoaraldi@gmail.comcargocollective.com/brunoaraldi