digital december - strategy
TRANSCRIPT
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: [email protected]: http://mab397.wordpress.com t: 02 9286 1277