christmas - comms with a plan

Christmas - Comms With A Plan

Comms With A Plan ReachApp© Constantijn Baarendse - Comms With A Plan

A Christmas connection plan

•A connection plan is one concrete result of integrated marketing communications (IMC). •It provides the common ground upon which your executional agencies can build their work and be at their best.

•Connection planning has many advantages •Lower marketing costs, •More effectiveness, •Better integration, •Cross departmental cooperation, •Etc. (we have at least 7 more)

•This document leads you through a connection plan, the way we see it. And it’s all about Christmas!

An agency that offers Media Management and Connection

Planning consultancy to advertisers

An app that gives you the potential impact of your

advertising campaigns: It estimates total reach and

overlap.

http://www.commswithaplan.com/

http://www.rchpp.com/

mailto:[email protected]?subject=More%20info


Purpose

• Answer the following questions:

• If Christmas was a brand. What could its Connection Plan look like?

• What does a Connection Plan look like? What does it do?





What is a Connection Plan?• It’s an extended media plan.

• It also has other “touch points” than normally buyable advertising space. Like packaging. Or a spokesperson. Or anything else that can carry a brand message.

• It has the usual strategical and tactical considerations.

• More based on the way users use touch points and the mechanics that can be deployed than purely on data.

• Ideally it contains at least some idea about the creative strategy.

• It plays out as a schedule, a to-do list and a primary briefing.

• It serves as a common ground for the executional agencies* to base their proposals upon.

• *Agencies: PR, digital, media, advertising, experiential, social media, back end, sampling, design, gaming, viral, sponsoring, shopper-marketing etc.





And on to Christmas.

What is wrong that it needs a Connection Plan?

Nothing, and everything.

We just feel that we’ve moved away from the original values that Christmas brings. We eat a lot of food. We unwrap presents under the tree. Etcetera.

One of the reasons for this is that there are many other organisations that take advantage. They use what “Christmas” has achieved and signifies. And make it part of their plan. And that causes a blur in the way we experience Christmas.

It’s time to turn this around…

Let’s start with some Introspection and the current Situation. Then move on to Objectives. And finally, the Connection Planning.





Introspection

• What

• How

• Why

The What, How & Why of Christmas is clearly derived from Simon Sinek's take on strategy. Find more on: http://www.startwithwhy.com/.




http://www.startwithwhy.com/


Christmas - WhatDrink Giving Family Religion

SymbolsDonatingFood Congregate

What = The things we do and express with Christmas





Christmas - HowShopping Giving Family Religion

SymbolsDonatingFood & Drink Congregate

How = “What” (previous slide) + Shopping + Great Atmosphere





Christmas - WhyAt the end of the year, everybody makes up the balance. If you had a good year, in the terms you find important, you’re inclined to give to others. If you had a bad year,

you accept help of others.

Historical triggers & values for the Christmas “Why”. Where does it all come from?

Sun turn in midwinter indicates that the days will become longer and lighter.

Birth of Jesus.

Hope / Optimism

The harvest on the land is done. So is the preparation

of storable food.

Coldest part of winter coming. Question if one can

sustain. Perhaps help is needed.

Helpfulness / Perseverance





Situation• The roots of Christmas, grouped under “Why” on the

previous sheet, are being followed through selectively: We eat, to get through winter. We shop and give presents, because we are doing well.

• Christmas is focused on abundance: Shopping and eating are most important.

• Christmas is not a movement in itself anymore. Many organisations are using the Christmas values and symbols to project as an example for their own, often unjustified.

Source: our own observation





Objectives

• Re-establish the basic values of Christmas:

• Make up the balance of your past year.

• It’s about the Christmas feeling itself.

• Give to people who really need it.

• Make optimism and hope the result of Christmas.





Creative concept(Since this SlideShare is about Connection Planning, we choose for a more or less existing concept.)

• A Christmas Carol by Charles Dickens, provides relevant starting points to satisfy all three objectives:

• Scrooge makes up the balance of last year, as well as his life;

• One message is about giving to the people who really need it, like Bob Cratchit and his son Tiny Tim (picture);

• One other message is about hope: Despite his history of being a real miser, Scrooge and the people around him have a happier future ahead.

• Elements of the story will serve as ingredients of messages that consumers of Christmas will encounter as part of the connection plan.





3 creative executionsCreative message explaining

the “why” of Christmas. Some people had a better year than

others. Christmas is about making up the balance and

act.

Test: How did you do this year? Are you a “Scrooge” or

a “Bob Cratchit”?

Action: Give or receive something simple and nice

amongst your peers, based on the test. Enter the new year

with hope and optimism.

1

2

3





Imperatives• Markets - This could be any market or combination of markets where:

• People celebrate Christmas

• The same kind of messaging would be understood

• Target group - People who celebrate Christmas, from a Christian angle, in one or more social groups:

• Families

• Workers / Colleagues

• Students / Teens

• Timing - Depends on the markets, usually after celebrations like St. Nicholas (NL, BE, GE). Thanksgiving (US, CA) might be partly included because of the way the Christmas movement wants to focus on evaluating the year. Maximum will be 6 weeks.

• Budget - This is hard, since there is no budget holder (perhaps somewhere on the North pole) and there can be several markets involved. Let’s assume the budget is similar to what a midsize A-brand could invest in about 6 weeks.





Connection Planning = Strategy + Framework + Plan

Connection Planning

Connection Strategy

Connection Framework

Connection Plan

The overall assignment is: Defining when, where and how consumers and Christmas (or your brand) ideally will be in touch.





Connection Strategy

First, the messages. The idea is to have 3 broad messages go out during the campaign period:

Objective Message

Explanation of the original values of Christmas.

Re-establish awareness of original Christmas values.1

2

3

Invoke introspection with target group.

Provoke target group to act in Christmas spirit and

feel happier after.

Ask people to rate themselves: Are they a “Scrooge” or a “Bob

Cratchit”.

Provide a mechanism that will allow people to give

or receive from others and then get ready for a positive new

year.

Identify messages, touch points, rationale / role for each touch point and synergy.





Connection Strategy

Second, the touch points. These should be limited, we are on the level of a mid-sized A-brand.

Message

Explanation of the original values of Christmas.

1

2

3

Ask people to rate themselves: Are they a “Scrooge” or a “Bob Cratchit”.

Provide a mechanism that will allow people to give or receive from

others and then get ready for a positive new year.

Touch Points

Video On DemandWebsite Cinema Television Magazines

Outdoor

Social Display SEM SEO

Viral

App

Website Video On Demand

SocialWebsite

Identify messages, touch points, rationale / role for each touch point and synergy.

Viral

App





Connection Strategy Identify messages, touch points, rationale / role for each touch point and synergy.

▶︎The following slide shows all the touch points we chose from.

1

2

3

Touch Points

Video On DemandWebsite Cinema Television Magazines

Outdoor

Social Display SEM SEO

Viral

App

Website Video On Demand

SocialWebsite

Rationale, roles & synergy• Christmas’ own site is the starting point of the story. • Magazines allow us to start early and tell a more profound story. • Telling the story of Christmas works well through AV oriented

media. Synergy can be expected around weather reports / end year news.

• In Cinema Christmas can expose visitors to a very impactful and atmospheric film

• With Television and VOD we can build reach quite quickly, within the short time frame available.

• Outdoor and VOD can trigger people at several moments per day to take the Christmas test

• SEM, SEO and Display will enable people to directly go to the test environment

• The website, app and social networks provide the environment to (1) execute the test and (2) follow through with action

• Enabling virality in the messaging

• The website, app and social networks provide the environment to (1) execute the test and (2) follow through with action

• Enabling virality in the messaging Viral

App

Still, the touch points.




Advocacy

Ambassador

App

Asset

Cinema

Console / Game

Direct Mail

E-Mail

Event

Experiential

Internal / Employee

Loyalty / CRM

Newspapers

Mobile

Magazines

Outdoor

Packaging

PR

Promotion

Radio

SEM

SEO

Shopper Word Of Mouth

Website

Viral

Video On Demand

Trade Fair

Television

Sponsorship

Social

Display

For the meaning, see www.rchpp.com/HowItWorks/TouchPoints/.

The touch points we chose from:

http://rchpp.com/HowItWorks/TouchPoints/


Connection Framework Draw how touch points will work with each other and how this works in a consumer connection journey

Video On Demand

Website

Cinema Television Magazines

Outdoor

Social

DisplaySEM SEO

Viral

App

Website

Video On Demand

SocialWebsite

1

2

3

Same background message, different parts target group More background information

All background information, for people who want to know more

Reminder to test yourself

Explanation original Christmas values

Are you a “Scrooge” or a “Bob Cratchit”?

Give or accept

Invitation to test yourself

Invite others to test themselves

Make it easy to find test

Test yourself

Viral

Get test outcome and act (give or accept)

App

Share test outcome, action and celebrate bright coming year together





Connection Framework Draw how touch points will work with each other and how this works in a consumer connection journey

The consumer connection journey is a model, it shows how the plan works ideally, for 1 “theoretical” person.

1

2

3

Person

Sees beautiful film about

original Christmas values

Reads more about original Christmas values in Magazine

Finds more information about the original Christmas values and

sees some info about the test

Sees a reminder about taking the

test

Gets a last stimulation to really take the

test

Finds more info on where

to take the test

Takes the test

Invites others to take it

Gets test outcome,

versus friends

Gives and accepts, in the

spirit of Christmas





Reach• With our tool ReachApp (for iPhone / iPad) we can

estimate the projected Total Reach for each part of the campaign.

• All we need is to estimate the reach per touch point that we are going to get. Your individual agencies can help with this.

• Example: On the right you see the touch points we are proposing to carry the initial message about the original values of Christmas

• Total Reach could be about 81%

• The Locus, the % of people we reach with all touch points, will be very low. There will be sufficient overlap between some of the touch points.

• Disclaimer: Reach depends very much on the market you’re in and the budget you have. These are estimates based on our general knowledge of the West-European markets.

• You can find ReachApp in Apple’s App Store

• More info on: www.rchpp.com

1Explanation original Christmas

values




https://itunes.apple.com/app/id659909501

http://www.rchpp.com


Reach - Estimate1 2 3

Explanation original Christmas values Test - Invitation

2 + 32 +

Test - Interaction and action Total

With the select screen in ReachApp we select the touch points for

the plan (part)

Then, in the input screen we input the estimated reach per touch point. ReachApp will give the Total Reach and the overlap, for the parts of the campaign we choose.





Connection Plan

Website

Role(s)

Explain / Remind

Main function Mechanic

Explain the origins of X-Mas Site

Timing Place in the phase Objectives – Tactics

Continuous, so 6 weeks Continuous

Catch all people interested and further convert them into the original Christmas mindset.

Content Formats

Provide top-content and interactivity. Establish authority being only true Christmas sender

-

Lead to the next touch point

Mention test, later offer test. Provide overview of all creative content.

Magazines

Role(s)

Explain / Remind


Explain the origins of X-MasEditor-like content, bordering on being an advertorial


A month Before anything else Diverse reach within target group

Content Formats

Visual + text 1 page / spread full colour


Mention URL, tell people that website offers more info.

1 a

1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced





Connection Plan

Television / Video On Demand

Role(s)

Explain / Remind


Explain and demonstrate the origins of Christmas

Expose viewers to AV content.


Start of campaign, about 5 weeks After start Cinema

Maximise complementary reach of both media

Content Formats

Beautiful and expressive movie, optimised for medium

30 or 45 seconds for TV; 10 - 20 seconds for VOD


TV: Mention URL; VOD: Provide links and display ads to Website and test environment.

Cinema

Role(s)

Explain / Remind


Explain and demonstrate the origins of Christmas Film exposure


Start of campaign, about 2 3 weeks After start magazines

Focus on core Cinema visitor. Maximise reach in busy december month.

Content Formats

Beautiful and expressive movie.

Long film format: 1-3 mins


Mention URL and VOD sites for domestic reviewing

1 b






Connection Plan1.Particulars and mechanics of each touch point 2.A schedule that shows the deployment in time 3.A list of materials that need to be produced

Video On Demand

Role(s)

Stimulate to test


Stimulate people to test their past year.

Combination of exposure AV content and display ad that leads to test


2 weeks Start of phase 2

Implement frequency cap that proves optimal in market; then, maximise reach.

Content Formats

AV content from phase 1, optimised. Web display ad that asks How was Your year? Are you a Scrooge or a Bob?

10 - 20 seconds for VOD; Rich media banner, IAB format (TBD)


Banner leads directly to test on Social, App and Website.

Outdoor

Role(s)

Stimulate to test



Exposure on outdoor objects


2 weeks Start of phase 2Build reach quickly. Cater to all sub-target groups.

Content Formats

Provocative message that gets attention: How was your year? Are you a Scrooge or a Bob?

Bus stop; Bilboards; Regular sizes in the market.


This is hard on outdoor, since confrontation time is short. If possible, provide URL.

2 a





Connection Plan

Display

Role(s)

Stimulate to test



Display ad that leads to test



Implement frequency cap that proves optimal in your market; Remarket to website visitors & VOD viewers

Content Formats

Web display ad that asks How was Your year? Are you a Scrooge or a Bob? Show test-example

Rich media banner, IAB format (TBD)


Banners lead directly to test on Social, App and Website.

SEM / SEO

Role(s)

Stimulate to test


Enable people to quickly find and use test Search optimisation.



Maximise reach by choosing differentiating keywords

Content Formats

Adequate ads and keywords Text based ads; App install ads. Display ads.


Ads lead directly to test on Social, App and Website.

2 b






Connection Plan

Viral

Role(s)

Spread message; Settle action


Spread message; Settle action Application with sharing function


4 weeks, possibly longer into the new year

During phase 2 and 3; possibly longer into the new year

Focus on sharing, ranking and acting functionality

Content Formats

Functionality within application allowing to easily share test-results and action

-


See Content

Website / App / Social

Role(s)

Execute test; Lead people to action


Provide test application and means to share result and take action

Application with sharing function


4 weeks During phase 2 and 3 Focus on app-like usability

Content Formats

Application where users answer a number of multiple choice questions about their year. Tool that ranks score amongst peers.

Application, ready for selected platforms


Test application leads to ranking and give / accept functionality

2 c






Connection Plan

Viral

Role(s)

Spread message; Settle action


Spread message; Settle action Application with sharing function


4 weeks, possibly longer into the new year

During phase 2 and 3; possibly longer into the new year

Focus on sharing, ranking and acting functionality

Content Formats

Functionality within application allowing to easily give / accept small (digital) gifts

-


See Content

Website / App / Social

Role(s)

Execute test; Lead people to action


Provide test application and means to share result and take action

Application with sharing function


4 weeks During phase 2 and 3 Focus on app-like usability

Content Formats

Following score rank, provide functionality to exchange small (digital) gifts, or accept them.

Application, ready for selected platforms


Test application leads to ranking and give / accept functionality

3






Connection Plan1.A schedule that shows the deployment in time 2.A list of materials that need to be produced 3.Particulars and mechanics of each touch point

Usually this list is established in

cooperation with the agencies that

execute the campaign. So for now: TBD.





Connection Plan1.A schedule that shows the deployment in time 2.A list of materials that need to be produced 3.Particulars and mechanics of each touch point

1

2

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

November December

YEAR 1 YEAR 2

3

+




Comms With A Plan

ReachApp

&

wish you a real Christmas and a bright 2015

[email protected]

mailto:[email protected]?subject=

christmas - comms with a plan

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