Industry Studies 1

Make, Take and Sell Challenge:

Developing a communication plan for your product

Topic Number: 7

After making sure that you product gets produced through a global supply chain and then is distributed in market, it becomes important that consumers hear about it. In todays work shop we will develop a compelling communication strategy for your product to ensure that it appeals to your target audience.

We will initially look at what it makes to develop a compelling communication and how you should structure a communication plan.

Thereafter, we will take a look at a number of creative executions that have made a lasting impact on their target audience.

Overview

• To be able to create a strategy to a develop a compelling communication

• Critically evaluate the different communication approaches

• Understand and be able to go through the communication creation process

• Be able to put together a communications brief together and create a mood film

• Build a media plan to target your core customer audiences

Learning outcomes for these workshops

* Communicate in a way that differentiates you

* The power of great communications

View video: https://www.youtube.com/watch?v=xBIVlM435Zg

• Memorable – sticks in peoples minds

• Insightful – Built on a sound customer insight

• Relevant – It is meaningful to the audience

• Branded – Stands out from competitors

• Emotional – Emotional and rational appeal

Beyond all this it drives a consumer

perception & response you

want

* What is a compelling communication?

Brand Response

Direct Response

Salience Differentiation Bond/Loyalty

Keeps the brand from of mind for

when a need occurs e.g. When I run out of soap I will choose Dove

Ensuring the brand is differentiated

from its competitors e.g. I can identify the

brand the second I see the ad

Creates relevant and loyalty to the

brand e.g. If I want bake beans its got

to be Heinz

Motivation Identifies Need Call to Action

It motivates me to take action

immediately e.g. I have been putting it off but ill do it

now

Jogs your memory that its something you need or need

to do e.g. my insurance is up for

renewal

Clear concise message of what

the consumer needs to do e.g. call us now on…

* What is a compelling communication?

* Brand Response Communications

View video: https://www.youtube.com/watch?v=kOjNcZvwjxI

* Direct Response Communications

View video: https://www.youtube.com/watch?v=YHbNunk0xVY

* Task 1: Designing a communication brief

In your groups take 15 minutes to design a

communication brief.

To help you use the following slides as a

structure for what you should include.

The brief acts as the CRITICAL LINK between the proposition and communication

The QUALITY of the brief impacts the quality of creative output

Gives clear CREATIVE and MEDIA direction and inspiration unlocking creative imagination and talent

It also acts as a CONTRACT against which all work is judged

* Task 1: Designing a communication brief

Background

What is the big picture?What are the key trends

in the marketplace?Any challenges or

opportunities in the market?

For example: In March 2014 c5 million will be coming to renew

their ISA we believe people are looking for an account that values their

loyalty so they do not need to keep changing each year our product

does just that.

Objectives

Concise statement of the effect the ad should have one consumers. Consider

think, feel and do.

Refer back to the brand & direct response

objectives.

For example:We would like consumers to feel like they can trust us with their savings for the long-term, making them feel more secure with us and increasing sales of our account by

20%

* What is in the brief?

Target Audience

Some up both the demographic and

attitudinal audiences you would like to talk to with

this communication

For example:

Young professionals that are highly mobile, have a high need for security and are financially savvy that

they are continually looking for the best rate

Consumer Insight

Some up what is driving you to believe that there

is a gap in the consumer/market for your

offering

For example:

Consumers feel let down that banks constantly

offer new customer higher rates rather than

rewarding existing customers for their loyalty

* What is in the brief?

Single most important message

If only one message was communicated what

would it be?

This is the most important thing consumers should

know

For example:

Trust us to look after your savings over the long

term and we will never be beaten on rate

Reasons they will believe

Proof points or features that validate the message

For example:

We constantly check the market and up our rates if

someone is offering a higher rate

We send you a daily statement with market

rates so you can compare

* What is in the brief?

Budget & Timing

How much can we spend on media and creative?

When does the campaign go live?

For example:

National Campaign Budget

Media - £950,000Production- £1,000,000

1st January 2015

Channel Considerations

Indicate what media lines would be preferred for

this campaign using the ATL/BTL

For example:

ATL: TV, Billboards and Web banners

BTL: Direct mail and social

* What is in the brief?

Task 1: Feedback to the group

Each group has 5

minutes to feedback

* Task 2: Analysing a communication strategy

In your groups watch one of the adverts below and take 10 minutes to

analyse the communications

strategy behind it.

To help you use the briefing slides.

* What was the brief for this ad?

View video: https://www.youtube.com/watch?v=L4mP9pR-mzU

* What was the brief for this ad?

View video: https://www.youtube.com/watch?v=ir791xwvOP4

* What was the brief for this ad?

View video: https://www.youtube.com/watch?v=DAYLh09JxJE

Task 2: Your pricing strategy

Each group has 5

minutes to feedback

* Task 3: Developing your creative approach

In your groups take 15 minutes to consider your

creative approach for your communication. Give consideration to

the type of media channels that you would

use as well.

Come up with the core creative idea that hangs off the brand promise and core benefit (5 Whys!)

Functional Benefit

Increasingly emotional

I can have all my

banking in one place

So I can save time and hassle

It keeps me and

my family secure

Gives us freedom to enjoy

life together

A Package Bank Account

Another example: iPod – play music whenever and wherever you want

* Creative Idea

* Find a way to be novel

Video: http://www.youtube.com/watch?v=x89xAXHd2l8

Biggest Investment

Reach the right

audience

Maximize msg impact

Fit with brand

Maximize ROI

Maximize effectiveness

* Why is the right channel so important?

Task 3: Creative Idea

Each group has 5

minutes to feedback

End of Workshop

Note: This recording is for your personal use only and not for further distribution or wider review.

© Pearson College 2013