digital december - strategy

Digital DecemberCampaign Strategy

The central integrated externally oriented concept of how we will achieve our objectives

Arenas – where will we be active?

Vehicles – how will we get there?

Staging – What will be the speed and sequence?

Economic logic – how will we obtain our returns?

Differentiators – How will we win in the market

place

Arenas

Vehicles

StagingEconomic logic

Different-iators

Who is your target audience?What does the market look like?

Persona

Tell us

who the users are ...

what they like to do ...

why they might

use/buy/create/visit ...

how the brand/product fits into the

context of their life ...

Focus on the activities people do,

and the context in which they do

them.

Create a persona

Background◦ Name◦ Age◦ Occupation◦ School◦ Leisure activities, recreational

interests, aspirations

Characteristics◦ Tools◦ Ability◦ Access points

Goals◦ What are they trying to achieve◦ Why are they trying to achieve this?

Project Engagement◦ What is the relationship to

brand/product◦ What triggers the interaction?◦ What similar brands might they use?

Arenas

Vehicles

StagingEconomic logic

Different-iators

Who is your target audience?What does the market look like?

Where is the

audience?

Resource audit

Arenas

Vehicles

StagingEconomic logic

Different-iators

Who is your target audience?What does the market look like?

Where is the

audience?

Resource audit

Timeframe, roles and

responsibilities,

integration,

succession

Arenas

Vehicles

StagingEconomic logic

Different-iators

Who is your target audience?What does the market look like?

Where is the

audience?

Resource audit

Timeframe, roles and

responsibilities,

integration,

succession

ROI

Benefits

Why will they

care?

Value proposition

Arenas

Vehicles

StagingEconomic logic

Different-iators

Who is your target audience?What does the market look like?

Where is the

audience?

Resource audit

Timeframe, roles and

responsibilities,

integration,

succession

ROI

Benefits

Why will they

care?

Value proposition

Concept

Best way to deliver the

message …

Which platform suits this best

…

How much activity/interaction

would be required to achieve

results …

What would be the most

creative way of doing this …

How the audience will find it

…

Expectations

Consider core factors regarding how the audience will get involved

and what we’re asking them to contribute including:

Identity – by contributing, what will this say about your audience?

Is it positive, negative?

Connections – how are you building connections? Voice with

audience; brand with audience; audience with audience

Daily engagement – what reason are you giving your audience to

come back regularly?

Reengagement – if not daily, why would your audience reengage?

Behaviours

Consider the behaviours of the audience including:

Barriers – have you removed all barriers to contributing?

Commitment – have you scaled the level of commitment

required?

Value – are you giving back something of equal value to the

intended response?

Interest – can the audience find something targeted

specifically to their interests?

Motivators

Consider the audience’s motivators including:

Ego – can you leverage your audience’s motivation for

status?

Feedback – how will the audience receive feedback to their

response?

Influence – how will the contributions of others stimulate

further response?

Exclusivity – are you offering a unique point of view or

opportunity?

Closure – what will the audience be able to take away at

the end?

The pitchDigital strategy

Mandi Bateson | Digital Director | @mab397

e: mbateson@hillandknowlton.com.aub: http://mab397.wordpress.com t: 02 9286 1277