THE CAMPAIGN STRATEGY – DESIGNING A MARKETING CAMPAIGN

UCT Upstarts, Cape Town, 12th of August 2015

PRIME

WEBER SHANDWICK

⟩ FOUNDED in 1998 by Carl Fredrik Sammeli and

Folke Hammarlind.

⟩ HEADQUARTER in Stockholm with 130 employees.

⟩ CROSS-DISCIPLINARY approach to communications,

recruiting from a diverse set of backgrounds – from PR,

digital and advertising, to politics, journalism, management

consulting and business intelligence.

⟩ THE WORLD’S MOST AWARDED PR agency by

Cannes Lions in the period of 2010-2015.

⟩ IN THE GLOBAL NETWORK of leading public relations

firm Weber Shandwick since 2014.

"OUR AMBITION WITH PRIME WAS ALWAYS TO EMBRACE CHANGE AND DISRUPT EXISTING STRUCTURES IN THE INDUSTRY, LEVERAGING THE NEW POSSIBILITIES CREATED BY DIGITAL AND SOCIAL, AND BRINGING TOGETHER TRADITIONALLY SEPARATE DISCIPLINES AS MARKETING, CORPORATE AFFAIRS, BUSINESS INTELLIGENCE AND SUSTAINABILITY.

AS PART OF WEBER SHANDWICK WE NOW GET THE OPPORTUNITY TO CREATE INNOVATIVE CONCEPTS AND ACTIVATION PROGRAMS IN A BROADER GLOBAL CONTEXT."

CARL FREDRIK SAMMELI, FOUNDER OF PRIME

Highest ranked and most awarded PR agency in the world.

CANNES REPORT 2010 & 2012

About me⟩ Over 20 years of experience within entrepreneurship, business development, sales,

strategy, brand development, marketing and communication including public affairs and crisis management.

⟩ Founded six of Sweden’s most lauded companies within strategy, marketing, advertising and digital communication.

⟩ Entrepreneurial track record: two failures and seven successful investments. Top investments gave a return on investment more than 100 times the invested capital.

⟩ Ranked by The magazine Fokus, the largest politically independent journal in Sweden as the 85th most politically influential person in Sweden in 2014.

I love to develop both people and companies. I strongly believe in the positive force entrepreneurship has in creating a good society. Read more at http://en.primegroup.com/.

Today

⟩ The role of marketing has changed – I will tell you how (so you can use

the knowledge when you build your own companies).

⟩ I will show you some cases to learn from (that illustrate the way you

can think).

⟩ A road map and process to base your next step on.

⟩ We will go through some of your business ideas to enable you to start

to think about going to market in a very concrete way – by practically

tackling branding, marketing and sales.

⟩ Q&A.

Qualifiers

Drivers

Triggers

Category qualifiers[Only critical level]

Differentiating benefit[Focus here]

Symbols for differentiating benefit[Communicate this]

The McKinsey Brand Model

Source: McKinsey & Company

Carwinism / Audi – a brand campaign concept - based on context and content

CONTENT

CONTEXT

Approach

CONCEPT

THE ROLE OF MARKETING COMMUNICATION HAS CHANGED FROM CREATING AWARENESS THAT WILL GENERATE VALUE TO CREATING VALUE THAT WILL GENERATE AWARENESS.

TOM BECKMAN, EXCECUTIVE CREATIVE DIRECTOR, PRIME

OWNED

BOUGHT EARNED

From mass media to mash media

CHANNELINTEGRATION

Vac from the Sea / Electrolux– a corporate “green” brand campaign based on stakeholder integration

multiple targets, multiple stakeholders and multiple channels

STAKEHOLDERINTEGRATION

The fall of brands andrise of companies

MARKET

SOCIETY

INDUSTRY

Business integration…Civil Rights Captcha Call Tag Scandic To Go

The role of marketing communication has changed from creating awareness that will generate value to creating value that will generate awareness.

BUSINESS INTEGRATION

COMSSALES

R&D

Creative outset

SALES

R&DOWNED

BOUGHT EARNED

STAKEHOLDERINTEGRATION

BUSINESS INTEGRATION

MARKET

SOCIETY

CHANNELINTEGRATION

INDUSTRY COMS

Two Key Shifts

1. From challenging someone to

challenging something

⟩ If you don’t know what you are

challenging, you don’t have a

strategy

2. A challenger narrative is much

more than a challenger positioning

⟩ A strategy is only as good as

the culture that supports it

Source: PHD & eatbigfish.

Approach

BUSINESS/DIGITAL ENIGNEERING

MARKETING

GROWTH HACKING

ROAD MAP™

DESTINATION LANDSCAPE ROUTE ENGINE ACCELERATION STERING

VISION AND

OBJECTIVES

DEMAND AND

FOCUS

STRATEGY AND

CHANNELS

DRAMATIZATION AND

CONCEPT

MEDIA UNITS AND

ACTIVITIES

MEASURMENT AND

IMPROVEMENT

Prime RoadMap™ is a cyclical process with the purpose of ensuring that the right questions are asked, that nothing is lost on the way and that we always draw upon lessons learned. The aim is always that our RoadMap™ leads the way in making results for our global clients.

MARCUS WENNER, HEAD OF STRATEGY, PRIME

Mission statement for communication

Brand platform

Target and measuring

Situation analysis

Target group analysis

Communication environment

Operator analysis

Scenario analysis

Communication strategy

Positioning

Message platform

Channel strategy

Crisis plan

Concept description

Communication offer

Communication program

Production of:- Material for

press and other non-commercial channels

- Presentations, seminars and other owned media

Project mgmt. of advertising and events

Ongoing tactics

Measurement

Improvements

FINDING THE SOLUTIONIS THE EASY PART, DEFINING THE ISSUE IS TRULY DIFFICULT.

HIROSHI ISHII, MIT MEDIA LAB

AN OPENING AND CLOSING PROCESS

GENERATING QUANTITY TO REACH QUALITY.

INSIGHTS ON HOW TO ENGAGE THE

TARGET IN THE ISSUE

THE RIGHT CRAFT ESSENTIAL TO

REACH AND EFFECT.

ACTIVATION THAT STARTS, NOT ENDS,

AT LAUNCH.

PROCESSCreativity is the process of having original ideas that have a value. It is a process – it’s not random.

KEN ROBINSON

ACTIVITYMission, targets, prerequisites, competencies Insight creation:Content/ContextMarket/Industry/Society

OUTPUTStart up meetingInsights presentationCreative brief

ACTIVITYCreative brainstormingBusiness relevance, risk and reach potentialCreative activationPlan: assets, arenas, actions

OUTPUTConcept presentationEvaluation matrixActivation presentation

Activation plan:Channel planProduction planMedia tactics

ACTIVITYPackaging: visually, namingProduction:Film, Photo, Graphics, Digital, PR etc.Collaborations: media, production

OUTPUTActivity materialsProduction

ACTIVITYContextual launchReal time tracking of reach and contextual opportunitiesOptimization of activities

OUTPUTActivation and media relationsReal time creation NewsjackingResults presentation

5 advice on where to start

1. Identify qualifiers, drivers and triggers (the McKinsey Brand Model)

2. Define the ”problem” carefully – spend as much on time on the problem

as the opportunities

3. Try to work with ”business integration” and build value by integrating

communication, design, societal needs, sales etc. into your

product/service and/or business and culture

4. Work through the Road Map and identify step by step your

”Destination”, ”Landscape” etc.

5. Identify a concept based on and in relation to context and content

Entrepreneurial learning's

1. Identify your culture and your values – stick to them and fire the people that are not

consistent to them

2. Identify the people that you love to work with and that gives you energy

3. Work harder than everybody else

4. Steal with pride

5. Look inside your company/culture and innovate also the core processes (not only the

product and services)

6. Work fast, experiment in reality and change route when it doesn't work

7. Sell, sell and sell

8. Be totally determined that you will have a success but be totally aware and humble of

all the hard work that will be needed

Thank you!

Want to get in contact?

cfs@primegroup.com+27 (71) 2973206https://www.webershandwick.com/who-we-are/bio/carl-fredrik-sammeli