The IMC Planning ProcessThe IMC Planning Process

Preview

• Understand the IMC Plan Structure• Define and write a SMART Objectives• Know the difference between

marketing and communications objectives

• The definition of strategy and the difference between objectives and strategies

• Aligning objectives and strategies

IMC Program Planning

The Key To Effective,Efficient, MeasurableIMC Programs

Principles of Planning

• Planning is NOT a fill-in-the-blank process• Planning IS creative problem solving where

each step is based on knowledge and understanding gained from the previous steps

• Each step requires information, an interpretation, a position/decision OR an assumption

• A plan is only as good as the information it contains and the planners

• Plan must be evaluated and updated periodically

Purpose of Planning

Planning is the formal roadmap from where you are today to where you want to be tomorrow including precisely how you are going to get to there.

The IMC Planning Model

Situation Analysis Communications

Objectives

Audience Target

Markets

Communications

StrategyMessage

Communications

Tactics

Evaluation Budget

Situation Analysis Construction

Strengths Weakness

Opportunities Threats

(SWOT)

Competitive

Analysis

Product Position &

Description

Applications

End Markets

Situation Analysis

Segment Marketing

Competitive Marketing

Field Technical

Services

Regional Sales

Customer Visits

Information

Sources

Elements

Audience & Target Markets

Precisely who specifies/buys/influences– Geographic locale– Industry/Application– Market Segments– Job Function/Title– The “Persona”– The Individual

• Target markets or segments– Definition/scope/size– Characteristics– Current TAM/SAM data– History

Audience Definition

Precisely who specifies, buys or influences the purchases – Geographic locale– Industry/Application– Market Segments– Job Function/Title– The “Persona”– The Individual

SMART Objective Characteristics

Specific

Measurable Timeliness

Realistic

Aligned

Marketing vs. Communications Objectives

Marketing ObjectivesMarketing Objectives

• Generally stated in the firm’s marketing plan

• Achieved through the overall marketing plan

• Quantifiable, such as sales, market share, ROI

• To be accomplished in a given period of time

• Must be realistic and attainable to be effective

• Generally stated in the firm’s marketing plan

• Achieved through the overall marketing plan

• Quantifiable, such as sales, market share, ROI

• To be accomplished in a given period of time

• Must be realistic and attainable to be effective

Communications Objectives

Communications Objectives

• Derived from the overall marketing plan

• More narrow than marketing objectives

• Based on particular communications tasks

• Designed to deliver appropriate messages

• Focused on a specific target audience

• Derived from the overall marketing plan

• More narrow than marketing objectives

• Based on particular communications tasks

• Designed to deliver appropriate messages

• Focused on a specific target audience

vs.

Objective Examples• Marketing

– Increase IC market share by 10%– Increase Output to 56,000 units per month

• Brand– Increase Brand Strength (70) by 1 point* - Brand value increases 7%– Increase Role Of Brand (42%) by 1%* - Brand value increases 3%

• Public Relations– Achieve a media signal increase of 12% in ’11– Increase positive news coverage in Europe by 10%

• Advertising– Increase on-line impressions to 1.6 million in Q1– Increased ad readership “positive” scores to 51%

• Events– Dominate the show floor through visual presence in 14 booths– Conduct partner presentations that attract 200 joint customers– Improve average speaker scores from 7.85 to 8.25

* Media signal is an audience and feature weighted impact metric that combines estimated circulation/readership with how prominently and frequently

Cascading Objectives

Organization Level Objectives

Corporate Increase Standard Net Gross Margin

Slow Price Erosion

Marketing Hold Power Management prices even this year

Marcom Include the value add messages in 85% of all communications

Achieve a 52% “value awareness score”

Advertising Develop 1.5 million value add impressions

Events Achieve a 35 % attendee knowledge of value platform at all trade shows

Public Relations Achieve a 9.7 million media signal in Europe

Strategy Development

• Explains “how” to accomplish objectives• Action oriented and sets overall direction• MarCom - Leverage existing communications

vehicles to cost-effectively promote and raise awareness of value-add benefits

• Advertising – Use space advertising to reinforce corporate values, use electronic and banner ads to highlight technology benefits

• Events – Focus booth graphics and presentations on values

• Public Relations – Set up a series of global 1-1 interviews to increase the profile, knowledge and coverage of company value add message

Communications Strategy

• The concept a program will use to achieve the objectives

• The creative approach, guidelines, & themes that deliver the message

• A rationale for tactics and execution• Dramatization of key customer benefit

Strategy Elements

• An over-arching program direction, theme or idea• Strategy elements

– Umbrella Strategy – A visionary assessment or summary that sets the direction for other strategic elements

– The Big Idea – A creative idea that sets a high profile framework for that provides a unifying direction for a set of tactical elements

– Positioning strategy – Create a new market sub-segment … flexible ASICs. Position GUC as the Flexible ASIC leader

– Message strategy – Focus on communicating the benefits of the Flexible ASIC model

– Media Strategy – Focus on educating traditional electronic media editors, industry analysts and bloggers

– Creative Strategy--- One well-honed, well-aimed, well-thought-out statement that triggers the desired action by the target audience. Breaks the emotional barrier and complete communications with the individual (Often the “big idea”)

Umbrella Strategies

• Work with partner distributors to promote the benefits of owning a solar panel system

• Use edgy celebrities across to introduce new product lines (Harley-Davidson)

Big Idea Strategies

• Develop "Donor Express" Site• Enrich the brand by creating powerfully

positive, unique customer experiences• Create HOG (Harley-Davidson Owners

Group)

Creative/Position Strategy

• Leader in serving the community• The Circle of Dignity• When it needs to be sweet, simple and

special, let it be St. Marks's• Umi - A simple fun way to

communicate with friends.

Message Strategy

• Comparisons• Informational• Rational appeals• Emotional appeals• Expert testimonials• Celebrity

endorsements

• Slice of Life• Inherent drama• Dramatic effects• Interactive media• Can you name

others?

HOW communication objectives will be achieved; how will message be articulated

Message Strategy Samples

• Bling Nation is a safe and convenient way to make routine purchases at local merchants without traditional debt cards

• USPs - Bling is fast. Tap. Done.• USP - Alerts homeowners when solar system

is not efficiently working• Portray Umi as family orited and easy to use• Focus on a tough, rebellious, "against the

rules" image (Harley-Davidson)

Media Strategy

• How to reach target audience– Outbound: Traditional media,

stimulus/response, interrupt; You find audience• Newspapers, magazines, radio, television,

outdoor, transit, sales promotion, direct mail

– Inbound: Audience finds you: Online• Web site, social media, Blogs, SEM/SEO, email,

mobile

Media Strategy Samples

• Use mass media (television, newspapers and the web) to reach a highly non-differentiated target audience

• Use social media to motivate brand advocates

• Meet with editorial boards to engender editorial management support

Cascading Objectives & Strategies

Organization Level Objectives Strategies

Corporate Increase SNGM

Slow Price Erosion

Reinforce the Corporate values

Marketing Hold Power Management ’11 & ’12 prices even

Use the Value Ad d matrix to hold prices even

Marcom Include the value add messages in 85% of all communications

Achieve a 52% “value awareness score”

Leverage existing communications vehicles to cost-effectively raise awareness

Advertising Develop 1.5 million value add impressions

Use space to reinforce corp. values, banners to highlight tech values

Events Achieve 35 % attendee value awareness at all trade shows

Focus booth graphics and presentations on values

Public Relations Achieve a 9.7 million media signal in Europe

Set up global 1-1 interviews

Message Platform

Corp.

Vision

Corp. Value Prop.

Integrated Value Drivers

Campaign Message

Positioning Statement

Unifying Theme or Tag Line

Campaign Messages – Value driver messages that directly address customer-centric needs with attribute-based benefits:

Integrated Value Drivers -Customer directed attribute statements capturing

the company’s value

Corporate Value Proposition - A sum total of the benefits promised to customers

Corporate Vision - What the company wants to be

Unifying Theme - A succinct, externally focused message

used across all communications messages,

tools and tactics.

Positioning Statement – How the market should perceive the C vis-à-vis

the competition

Corporate Vision

An internal management tool that creates the foundation for business decisions, marketing direction, and communications strategy.

Can be used for copy points in internal communications, external corporate presentations, website home page, trade show exhibits, brochures and business development proposals.

Comments - A broader definition that opens larger business, marketing and industry influence opportunities.

Business Practicum (c)2011

Corporate Value Proposition

• Focuses the organization’s/company’s core capabilities, and advantages to meet its customers’/targets’/ stakeholders wants/needs/demands.

• Applications – Creates the high-level corporate message that defines topics for public relations messages, direct marketing campaigns, trade show themes, and ad campaigns,.

• This proposition articulates the delivery of values above based on product attributes.

Integrated Value Drivers

Emphasizes company’s across-the-board strength. It differentiates the company by articulating a leadership position based on output related customer benefits.

Applications – Roadmap for technical speech and panel topics. Outlines proof points for panel topics, direct marketing campaigns, and organizational topics for customer events.

Comments – Creates differentiation and provides specifics to support the Corporate Value Proposition. Creates a platform for sub-messages inside each identified attribute.

Business Practicum (c)2011

Campaign Messages

Identifies spheres of excellence required to fulfill the marketing promise. The messages are outward facing and educate as well as sell.

Applications – Defines messages and the message infrastructure which can be assigned to each communications tool and each implementation

Comments – Provides a common ground for more detailed product/service-based messages.

Business Practicum (c)2011

Positioning Statement

Establishes an identity and way at looking at a company/service

Separates the company from its current perceived competitors by identifying a broad set of advantages and benefits.

The corporate elevator pitch The message infrastructure and proof points

for a revitalized company directionA concise, inspirational statement that

differentiates the company, summarizes its benefits and carves out a memorable niche

Business Practicum (c)2011

Tagline

Clearly stakes out the company’s sweet spot and summarizes its primary value proposition.

Incorporated into al all corporate communications vehicles

Focuses on overarching key benefits

Business Practicum (c)2011

Completed Message Platform

Corp. Vision

Corp Value Prop Integrated Value

Drivers Campaign

Messages Positioning StatementTag Line

Campaign Messages – Providing the advanced technology knowhow and supply chain support to turn today’s most innovative ideas into the industry’s most

advanced ASICs.

Integrated Value Drivers – GUC provides: (a) the industry’s most complete advanced technology

services , (b ) the most collaborative foundry management services, (c) sophisticated and integrated packaging and test service, (d) fastest time-to-market

and time-to-volume

Corporate Value Proposition The leanest most integrated advanced technology design, manufacturing management and backend services created specifically to enhance today’s ASIC business and help

them overcome the technology challenges.

Uncompromising Performance

Positioning Statement – GUC is the Flexible ASIC company that systems houses, OEMs

and large fabless companies turn to for their customized advanced SoC technology. GUC

brings them superior design and manufacturing capabilities and flexibility

unfettered by burdensome capital constraints.

Corporate Vision – Establish and apply our design and technology expertise to producing ASICs that make our customers

technology innovators and world economic drivers.

Tactical Elements

The specific actions or elements required to implement the strategies and achieve each objective. Communications tactics are a means to an end, not the end in themselves!

– Print, Broadcast, Online advertising– Public & Media Relations– Collateral, Sales Promotion, Tech Lit– Direct Response, Telemarketing, Trade Shows– The Internet/WWW; digital publishing– Blogs, email, RSS Feeds, Links– Social Networks; 3D Virtual Environments

Timing and Calendar of Events

This is your project management system, charting the initiation, development, execution and delivery of each project within the total program

The Budget

Estimate what it is going to cost to create, execute and measure your plan. Present the budget broken out…– by product/service line– by market– by geographic target– by medium– by tactic– by time period

Determining Evaluation Techniques

• Tie evaluations to objectives• Like objectives, evaluation tools should

be quantitative and statistically based

A Marcom Planning Matrix

Key Findings

(From Sit. Anal.)

Objective Strategy Tactics Rational Eval.

Review

• Define and be able to right a SMART Objectives

• The difference between marketing and communications objectives

• The definition of strategy and the difference between objectives and strategies

• Aligning objectives and strategies

The IMC Planning ProcessThe IMC Planning Process