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Presentation from week two of Portfolio Center's Digital Strategy class.
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Copyright © 2011 by IQ Agency
DIGITAL STRATEGY
Week TwoApril 18, 2011
Copyright © 2011 by IQ Agency
AGENDA
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• Welcome to IQ Agency!
• Review Homework
• Unpack Strategy
• For Next Week
Copyright © 2011 by IQ Agency
YOUR HOMEWORK WAS...
Pay attention to who is targeting you in digital media this week and write up three examples of brands doing something right.
For each example include:
• Brand or product or service
• Where they connected with you (eg, before your show started on hulu or with a banner on your favorite website)
• What they were trying to get you to do
• Why it works for someone like you
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LET’S UNPACK
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FAB.COM LAUNCH
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CASE STUDIES
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The audience for a case study is your future client, so knowing what they want helps you strategically craft the right story.
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WHAT CLIENTS WANT TO HEAR
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• I understand it’s about you...Advertising is a business, but we still have to prove that we understand how other businesses work and how creative can help address real business problems.
• I can come up with the right solution...Prove why a client to should trust you to come up with a big idea that works for them by showing how you applied audience insights strategically.
• I can deliver what I’m promising...Give yourself an opportunity to show your ability to move beyond just a great idea into execution specifically in the kind of work they’re asking for.
• I’m confident this will make you money...Advertising costs clients money so it should make them even more money. Clients want to see that you understand how and why to measure the success of your work and prove that it worked.
Copyright © 2011 by IQ Agency
WHICH GIVES YOU A FORMAT
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I understand it’s about you
I can come up with the right solution
I can deliver what I’m promising
I’m confident this will make you money
Business Goal
Audience Insight
Solution
Results
Copyright © 2011 by IQ Agency
HOMEWORK
For next week, take one of the campaigns presented today (either as part of another student’s homework or during the unpacking discussion) and write up a case study using the format we’ve just discussed.
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Copyright © 2011 by IQ Agency
HAVE A GREAT WEEK!
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