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StrategicPlanningSessionsJun.2017
PLA
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Maketherightques4onstogettherightanswers…
SESSIONONE
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¿Whatstrategicplanningisabout?
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now
tomorrow
Buildingaroadmaptodevelopaneffec4vecampaign
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¿Howitcontributestotheclientbusiness?
¿Whatconsumerneed
issolved?
¿Howtobringstrategy
tolife?
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¿HowistheStrategicPlanningProcess?
Brief Objec4ve Context
Consumer Strategy Ac4onPlan
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¿Whatistherequestfromclient?Brief
¿Whatisthepurposeofthisbrief?¿Whatwehavetodo?
¿Wecandoit?
ü ItisagoodpracCcestartwiththekeypointsofbrief.
ü Andmakeclearwhatisthetaskanddeliverablesofthisbrief.
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¿Whatdowewanttoachievewiththiscampaign?
Objec4ve¿Howdoesthis
objecCve(s)impactbusinessindicators?
¿HowdoesthisobjecCve(s)impactconsumerbehavior?
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¿Whatwehavetoknowtounderstand
theclientbusiness?
Context
Askforfigurestounderstandmarket
behavioratleastfromthelastyear
Makeadeepening
intheproduct,advantagesanddisadvantages,characterisCcsand
differenCalvalue
BuildabenchmarktoknowwhatcompeCtorsaredoingwellandwhatare
theirweaknesses
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¿Whatneedcanwesolve?Consumer
¿Whatisthetargetcurrentbehavior?
(Whoarethey?Whattheylike?
Whattheydodaily?Whattheyprefer?...)
Behavior
Insight
¿Whatisthetruthinsidethe
consumerthatcandetonateachangebehaviorortouch
feelings?
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¿Whatisthebestroadtotake?Strategy
Thisisthestartpoint
forcreaCveidea.IthavetobeInspiraConalforcreaCve
team
¿Whatwewanttargetremember
aboutus?
¿Whatarethecommonandrelevantfields
betweenconsumerandbrand?
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¿whatwegoingtodotomakerealtheidea?
Ac4onPlan
¿whatistheconversionfunnel
tochangeconsumerbehavior?
Communica4on
Stages
ChannelsStrategy
Measuring
(KPI’s)
¿How,whenandwherearegoingtocommunicatethe
campaign?
¿Whatindicatorsshouldbe
measuredtoshowthesuccessofthe
campaign?
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Ifthereissomethingthatdoesnotfitordoesnotworkaskyourself
again!
ThanksFolks!
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