The typical plans book
is not so typical!
is not so typical!
Most follow the basic 4-step process below
R
Research
Not necessarily in this order..
- Your client
- The competition
- The marketplace
- Growing? Shrinking?
- Has the economy or pandemic changed things?
- Give some hint at goals charged by your client
- Awareness?
- Conversions?
- How do people find your brand? SEO?
A
Action Planning
- Goals
- Objectives
- Probably tied to KPIs
- Creative Brief Elements
- Why do they like us?
- What’s keeping them from loving us?
- What is the Human Truth or Pain Point?
- Who is the target?
- Normally shown as 3 or so Personas
- What is the Big Idea?
- How did you derive this, and why should it matter?
- Journey
- Some kind of explanation of what a person needs to see to either have their mind changed toward you, or to reinforce this.
C
Communicate
- What elements will you use in a PESO Mix?
- Show each major element
- Explain what it’s being used for
- Perhaps Awareness
- Perhaps Conversion
- Show who the target is.
- Is it everyone, like an umbrella messages that covers all of the targets?
- Or is it just for 1 or 2 personas?
- This can easily be done with a graphic or colored dot that represent each.
E
Evaluate
Or for NSAC Purposes, the Media Plan
- How much is spent on each platform?
- What would the # of repetitions looks like?
- What would be the total impressions for each, and the repetition?
- How will you know if you reach your Objectives stated in “A”?
- What would a timeline look like?
- Impressions by each PESO
- Cost for each Peso
