PV231 Integrated Marketing Communications SPRING 2011 1 PV231 Class 5 Integrated Marketing Communications Strategy Course Faculty of Informatics SSME Program PV231 Integrated Marketing Communications SPRING 2011 2 PV231 Integrated Marketing Communications SPRING 2011 3 PROGRAM Room B204 09:00 – 10:45 Lecture 10:45 – 11:00 Short Break 11:00 – 12:00 Lecture/Exercises 4 FINAL IMC STRATEGY Project Deliverables Research Report May 23th Creative Brief May 25th Final IMC Plan DRAFT May 30th Creative Pitch May 30th Final IMC Presentation June 2nd Final IMC Plan June 2nd MARKET ANALYSIS Industry & Category Overview Project Goal & Overview Executive Summary Short 5-7 minute presentation of the plan ideas 20-minute presentation of all ideas in front of the client Executive Summary Consumer Behavior Analysis Research Insight Summary Research Report Research Report Competitive Analysis Audience, Message, Media Overview IMC Plan Communication Strategy: Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design IMC Plan Communication Strategy: Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Brand/Product/ Service Analysis & SWOT Schedule & Budget Research Insights Visual/Creative Strategy Overview Conclusion Conclusion ResearchReport Market (Industry/ Category) Understand history & culture. Describe the conditions & climate, show trends. Use Google insights Wordle Consumer Behavior Create consumer profile/ personas & describe decision-making process. Include the results from you INTERVIEWS. Competitive analysis Describe competitive environment & create Competitive Positioning Map. Brand analysis & SWOT Describe the current brand environment, create a Branding Map and SWOT table IMC Planning Process: Developing an IMC Plan RESEARCH REPORT Target Audience(s) Communication Strategy Media Strategy ROCI Measurement Strategy Message Visual/ Creative Branding Strategy Positioning Strategy Schedule Budget Executive Summary ST & LT Research Insight CONCLUSION References Executive Summary OVERVIEW Summary (Art of the Executive Summary by Guy Kawasaki) Most guides to writing an executive summary miss the key point: The job of the executive summary is to sell, not to describe!!! The executive summary is often your initial face to a potential investor, so it is critically important that you create the right first impression. Contrary to the advice in articles on the topic, you do not need to explain the entire business plan in 250 words. You need to convey its essence, and its energy. You have about 30 seconds to grab an investor’s interest. You want to be clear and compelling. MAINLY THE JOB OF THE EXECUTIVE SUMMARY IS TO SELL, NOT TO DESCRIBE!!! ON ONE PAGE IMC Communication Strategy Awareness Image Recognition Trial Increased usage Stockpiling Trust Reliability Perceived quality Advocacy Retention Migration Cross purchase Brand Messages Brand Incentives Short-term returns (fiscal year) Long-term returns (future years) Business Building Brand Building Increase, accelerate, stabilize cash flow Build or enhance shareholder value Example Budget/Timeline Audience #1 Medium #1 Timeline Cost TOTAL Measurement strategy for each medium Medium #2 Timeline Cost Medium #3 Timeline Cost Audience #2 Medium #1 Timeline Cost TOTAL Measurement strategy for each medium Medium #2 Timeline Cost Medium #3 Timeline Cost Estimating ROCI Identify Consumer Group Determine $ investment Students 200 000 CZK Determine goal, timeline & ROCI 100 new students in MICA 50 students chosen 10 business started By December 2011? ROCI? New grant Application of design (Strategy Overview) Short-Term Long-Term Usually 1 year Should be detailed & specific Degree of certainty Goal: Immediate effect Outcome: Financial returns Monitoring & Control: Focused Usually 2-5 years Vision described Degree of flexibility Goal: Sustainability Outcome: Brand equity/value Monitoring & Control: Watch Key things to remember ABOUT STRATEGIC PLANS WHAT WHY HOW and wow, shock & surprise April Fool’s 1.  PRINT BEFORE YOU SUBMIT 2.  Don’t write for me! Write for the client! 3.  Avoid student paper writing and format 4.  Give them WHAT, WHY and HOW 5.  SPELLCHECK!!! 6.  Nothing is not meant to be easy (challenge yourself) 7.  The key is to change/expand your thinking 8.  Professional look 9.  Don’t forget summary/conclusions 10. Don’t forget page numbers 11. Break the text with sections, charts/images, table, bullet points, altered fonts, relevant images, etc. 12. Make sure all images have description 13. If you decide to use images in your briefs, make sure they are a good resolution. There is no excuse for having blurry images in your documents. It looks very unprofessional. Make sure all of your images are royalty-free or purchase or given credit in references. www.sxc.hu 14. Make sure the document is legible – visual communications 15. Name your files properly (Sandra Kumorowski MarketingPlan 050211.pdf) Final Marketing Plan: Focus on details; every element must have a purpose Final Project & Presentation Checklist # ELEMENT STATUS 1 Cover Page 2 Research Report 3 Table of Contents (page numbers) 4 Executive Summary Summary of Short-Term & Long-Term Strategy Goals 5 Audience 6 Brand Positioning Strategy (how will your strategy/plan change the brand) including Branding Map, Competitive Positioning Map 7 Communication Strategy/Message (what is it you’re trying to tell your audience(s)) 8 Creative Strategy (poster design) 9 Media Strategy (what media will you use and HOW) 10 Schedule/Budget (when will you use the media/tactics and for how much) 11 Measurement Strategy & ROCI 13 CONCLUSION & References Page 14 PRINT Final Marketing Plan 15 PREPARE PRESENTATION/SLIDES 24 ART OF COMMUNICATION PRESENTATION SKILLS Book “Resonate” by Nancy Duarte Book “Perfect Pitch” by John Steel SHOW POSITIVE ENERGY Art of Communication 1.  Communicate all the time (remember, never disappear!) 2.  Verbal Communication (presentations, meetings, etc.) 3.  Written Communication (papers, emails, FB posts, etc.) 4.  Body Language (presentations, meetings, enthusiasm-Annie, etc.) 5.  Actions (Actions speak louder than words) 6.  Be Yourself 7.  First Impression always counts 8.  Show respect at all times 9.  Ask power questions 10. Be On Time (AA) 11. Communication in crisis - COMMUNICATE 12. Dealing with unfair criticism 13. Dealing with unethical behavior Record yourself What is a Creative Pitch? PRESENTATION & YOUR ONE-TIME OPPORTUNITY TO SELL YOUR IDEA Example of an effective pitch from MAD MEN Inspirational Speeches RESONATE BY NANCY DUARTE PERFECT PITCH BY JOHN STEEL Lessons from Perfect Pitch by Jon Steel 1.  Understand the psychology of the audience 2.  Distill your data into a single, motivating idea 3.  Five-Step Program 1.  Grazing - gathering of raw materials & digesting 2.  Looking for meaning - links/connections, any ideas-however stupid they might seem-must be written down 3.  Drop it - sleep on it 4.  Adapt & Distill - developing your idea. Ask: Does it make sense? Does is make sense without showing details? HAVE A SINGLE SENTENCE READY THAT BEST DESCRIBES YOUR IDEA. The presentation has to have a soul. Without a soul, it s a collection of facts. 5.  Writing the presentation - now you start creating your slides Lessons from Perfect Pitch: TEAMWORK 1.  BEST PITCHES ARE TEAM PITCHES WHERE TEAM WORKS TOGETHER 2.  THE PRESENTATION MUST FEEL LIKE THE SAME PRESENTATION FROM THE START TO FINISH 3.  ENJOY WHAT YOUR COLLEAGUES ARE SAYING 4.  HAVE FUN 5.  HAPPY TEAM IS A WINNING TEAM WHEN IT S PERSONAL TO THEM 1.  Aim for 15-minute presentation 2.  What s the purpose of the presentation (outcome-based model) 3.  Make sure to communicate the most important points! 4.  Consider the audience - what they want to hear 5.  Select the order of speakers strategically (if in team) 6.  Teamwork (you never know who might see/like you) 7.  Dress appropriately (out of respect for the client/audience) 8.  Be bold but polite in your speaking, don’t disrespect the client (act as a consultant) 9.  TELL A STORY!!! 10. Practice!!! 11. Enthusiasm/Motivation 12. Keep the energy going from the beginning to the end 13. Speak in a simple and clear language 14. Surprise! (Boomerang) Final Presentation: Focus on client & tell a story TED Presentation: Speeches are all about telling stories 36 VISUAL COMMUNICATIONS How do you become different? Design is a strategy What makes a good design The creative process The creative process Application of design (Creative Brief - Marketing) Application of design (Presentation) Application of design (Chocolate) Application of design (Eye solutions) Application of design (Meat Packing) Edward Tufte (American statistician & professor emeritus at Yale known for his writings on Information Design) has one main idea, and it's simple, but powerful: show people as much data as possible with as little ornamentation as possible. Let the data speak for itself. The chart above shows very complex set of data using one image. 49 CREATIVE EXERCISES Every element in your presentation/ document must have a purpose Research: Developing an insight •  What are the insights from: •  Market (Industry/Category) •  Consumer Behavior •  Competitive Analysis •  Brand Analysis & SWOT •  Your interviews •  What is THE BIG IDEA based on your research and project work? •  MY BIG IDEA IS ……………………………………………………………………………. •  Based on my BIG IDEA , the goal of my strategy will be to…………………………………………………………………………………………………. OUR CREATIVE BRIEF: Developing the PROPOSAL Based on the research insights and the main goal, here is our strategy summary: Audience Message Media Creative Timeline Budget OUR CREATIVE BRIEF: Developing the PROPOSAL (VISUAL) Visual (colors, font, imagery proposed) Description Based on the research insights and the main goal, here is our visual idea: Presentation Exercise: Come up with a slide story for your final Cover Slide Thank you slide Your contact info Your Exercises: Brainstorm together about the answers 1.  What are the rules to break in education & innovation? 2.  Why do we study & learn? 3.  Create 2 metaphors for MIC. 4.  Imagine you are the Manager of MIC. What are the 3 most shocking things you could do with the program. 5.  How would Dalajlama, and Lady Gaga revive the program? 6.  Imagine Steve Jobs wants to attend the program. What would you do to make him love it? 7.  Imagine Prima TV wants to do a movie about MIC progression. What it would be about? Summarize the plot. 8.  What other discipline should Manager of MIC consult with & why? List 3. 9.  Find 2 ideas from the past and use them for inspiration to come up with an insight. BRANDING MAP MESSAGE SIGHT SHAPES SOUND RITUALS TASTE TRADITIONS SMELL SYMBOLS TOUCH/ TEXTURE PV231 Integrated Marketing Communications SPRING 2011 59 Thank you for your attention. Next Class 6 Monday 5/30, 9:00 – 13:00 Team Brainstorming Session 5/30, 13:00 – 14:30 Room B204