REVIEW & MORE

Agencies, Brand, Media Types & Engagement

REMAINDER OF THE SEMESTER

• Integrated Project #1 (Starbucks)

- Part 1 (Week 9)

- Part 2 (Week 10)

• Integrated Project #2

- Part 1 (Week 11)

- Part 2 (Week 12)

• Final Assignment – Part 1

- Week 13

• THANKSGIVING BREAK

• Final Assignment – Part 2

- Week 14

• Final Assignment – presentations

- Week 15

• Final Assignment due

- Finals Week (Dec. 16)

AGENCIES

Evolving Types & Services

TYPES OF AGENCIES

- Advertising Agency

- Media Service – plan/buy

- Promotion Agency

- PR Agency

- Marketing Services Agency

- Direct Marketing Agency

- Branding/Identity Agency

- Design Agency or Design Firm

- Interactive/Digital Agency

- Social Media Agency

- Specialty Agency

- In-house Agency

- Open innovation agency?

SERVICES

• Account Services

• Strategy

• Brand – development, management

• Creative – content, design, production

• Media – planning, strategy

• Public Relations (PR)

• Marketing – direct, specialty

• Digital – online, user-experience design

• Technology

• Customer Experience/Engagement

BRAND

The center of it all.

HOW A BRAND IS BUILTbrand platform

OUR

PROMISE

BRAND

POSITION

OUR

PERSONALITY

BRAND DRIVERS

DRIVER 1DRIVER 2 DRIVER 3 DRIVER 4 DRIVER 5

Brand promise - defines what customers should expect and what you can consistently deliver

Brand position - how you are perceived in the minds of customers

Brand personality - what you stand for, how you behave, think and act as an organization

Brand drivers - your points of distinction, or what you do better than anyone else

(brand drivers)

10

PassiveIndividualOne-way

ActiveCollaborativeConversational

dynamic storytelling

1. Be shareworthy

2. Embrace your new salesforce: fans

3. Listen and then engage

4. Think big. Start small. Scale fast.

5. Speed trumps perfection.

6. Disrupt or be disrupted.

7. Do accept the status quo.

8. Play well. Share learnings.

8 Learnings

SOURCE: Coca Cola: Content 2020

ENGAGEMENT &

ADVOCACY

Through Strategic Communication

Awareness

Consideration

Purchase

Purchase again

Loyalty

“…marketers need to shift from

grabbing attention to

holding attention.”

Source: Greg Satell, Digital Tonto, 2013

Source: Greg Satell, Digital Tonto, 2013

AWARENESS

PURCHASE

ADVOCACY

OWNED

PAID EARNED

Resource: BrianSolis.com

INVESTING IN THE BRAND

In any given network, brands can invest

in digital assets that span five

media landscapes:

1. Paid: Traditional advertising, digital advertising,

banners, Google AdWords, overlays

2. Owned: Created assets, custom content

3. Earned: Online media, blogs, brand-related

conversations and user-generated content

4. Promoted: in-stream or social paid promotions

vehicles

5. Shared: Open platforms or communities where

customers co-create and collaborate with brands

by Brian Solis and

JESS3

PAID, OWNED, OR EARNED?

Can you name the media type?

PAID

OWNED…AND EARNED.

OWNED

EARNED

PAID…and EARNED

EARNED…?

…or PAID?

OWNED!

CREATIVE

BRIEF

Lorna Jane... a case study in social media engagement.

CREATIVE BRIEF (OLD SCHOOL)ANSWERED THESE QUESTIONS:

• CONVICE (WHO)

• THAT (BELIEF OR BENEFIT)

• BECAUSE (WHY-REASONS-SUPPORT)

SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

CREATIVE BRIEF (OLD SCHOOL)ANSWERED THESE QUESTIONS:

• CONVICE (WHO)

- Cost-conscious moms with active children who wash clothes so frequently that they

wear out.

• THAT (BELIEF OR BENEFIT)

- Tide gets clothes their cleanest and keeps them looking new.

• BECAUSE (WHY-REASONS-SUPPORT)

- Tide’s formula powers out stains while keeping clothes from fading or fraying and is

endorsed by the Cotton Association.

SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

CREATIVE BRIEFANSWERS THESE QUESTIONS:

• What is the problem?

• Who are we marketing to?

• What do they currently think and do?

• What do we want them to think and do?

• What is the IDEA that will get them to think that way?

• What are the best ways to CONNECT the idea to the consumer?

• What tone do we want to take?

• How will we measure success?

• What are the deadlines and key milestones?

SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

Creative

Brief

Creative team

Digital team

Media team

PR team

Marketing Services team