CAMPAIGN PLANNING & ACTIVITY SCHEDULE

R+R work with clients to create effective marketing plans, advertising communications & results driven campaigns.

Ideas, Creative Direction & CHANNEL PLANNING

The creative strategy must translate the brand positioning & communications objectives to the target audience.

We work to develop powerful creative ideas that command attention, interesting & unexpected creative executions & media neutral campaign plans.

In the interest of maximising return on marketing objectives (ROMO) – are we trying to:

+ Maintain or change market conditions?

+ Trigger a need?

+ Promote product trial or influence purchase decisions?

+ Compare alternatives and switch?

Channel planning is the process of getting the communications message to the right people, in the right place at the right time.

Selecting the best options in a media rich world requires decision making to:

+ optimise target audience reach & frequency,

+ at the lowest cost per thousand (CPM),

+ with a minimum amount of waste (reach outside target audience profile)

+ and within annual marketing budget.

Our Channel Planning process addresses the following questions to establish the best Media Mix:

What target audience are we trying to reach?

– Refer to segmentation & targeting

– Quantify size of target audience

HOW MUCH REACH & FREQUENCY DO WE NEED?

– Cumulative Reach Target: TBC % of target audience

– Effective Frequency Target: TBC # of exposures

WHAT ARE THE RECOMMENDED CHANNELS TO EXPLORE

– PAID: Search, Digital, Outdoor, Print, Radio, TV

– OWNED: In-store, Website, Social Pages

– EARNED: Influencers, PR

[% of budget to each media class]

WHAT IS THE BEST TIMING & SCHEDULE FOR FY?

– Pulsing, Continuity, Shifting Reach, Heavy-Up periods

– Key Purchase Occasions

CAMPAIGN & PRODUCTION SPOTS

– Messaging & Content

– Advertising Spots, Editorial Program

– High Attention VS Low Attention

WHAT IS AFFORDABLE WITHIN THE MARKETING BUDGET ALLOCATION?

– Existing Activity Plan

– Remaining FY budget

– New FY & beyond

The resulting Calendar of Activity and Implementation Plan becomes a working document for effective marketing.