THE

Planners
TEMPLATE
your name here
COMPANY NAME
todays meeting
- Our Process
- Recap the brief
- Cultural, Product and Consumer Truth
- Strategy
- Creative Idea
- Campaign Architecture
- Campaign elements
- KPIs
- Next Steps
our brief
- Business Problem - launch the new VitaCoco
caffeinated range
- Focus on 17-24 yo male age
- Budget $500k
- Needs to incorporate our sponsorship of Lorem
Ipsum
- Needs to launch Q2 2014
- Social needs to be part of the idea
but the real request is to help launch the
new
Lorem Ipsum Coconut
Water Range
in north america focusing on 17-28 year
olds
 what we have
been up to
RECEIVED QUAL AND
CREATIVE CREATIVE CAMPAIGN
YOUR QUANT BRIEF ARCHITECTURE KPIS
RESEARCH
CONCEPTING
BRIEF
 key
Insight
slides
 women
think that
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bar graph chart
12 12
10 4 0
85 0

40
33
1
0

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pie chart

79%
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sed diam nonummy nibh IPSUM
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our target audience - cool
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 CONSUMER TRUTH
Lorem ipsum consumer dolor sit amet, consectetur
adipiscing elit. Fusce neque orci, consectetur eget vitae,
neque orci, consvestibulum vel magna.
 CULTURAL TRUTH
Lorem ipsum culture dolor sit amet, consectetur
adipiscing elit. Fusce neque orci, consectetur eget
vitae, neque orci, consvestibulum vel magna.
PRODUCT TRUTH
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consectetur adipiscing elit. Fusce
neque orci,
 PRODUCT TRUTH STRATEGY
Lorem ipsum consumer dolor sit Lorem ipsum dolor sit amet,
amet, consectetur adipiscing elit. consectetur adipiscing elit.
Fusce neque orci, consectetur
eget vitae, neque orci, Fusce neque.
consvestibulum vel magna.

CULTURAL TRUTH CONSUMER TRUTH

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amet, consectetur adipiscing elit.
amet, consectetur adipiscing elit. Fusce neque orci, consectetur
Fusce neque orci, consectetur eget vitae, neque orci,
eget vitae, neque orci, consvestibulum vel magna.
consvestibulum vel magna.
 visu
al
slides
key visual slide
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orci, consvestibulum vel magna.
eget vitae, neque orci, costibulum
vel magna. Cotibuum vel magna.
eget vitae, neque orci,
consvestibulum vel magna.

Vel eum iriure dolor in hendrerit in

vulputate velit esse molestie
consequat, vel illum dolore eu
feugiat nulla.
key visual
slide 2 vitae,
neque orci,
consvestibul
um vel
magna.
comms planning
slides
 comms eco system

Magazine Ads TV Commercial Search Radio

Responsive Brand Site Video and Blog Content

Social Links and Email Database

 consumer journey

www. Exit
Site
Search
Shares
Consumer A Brand Site via Facebook
1st interaction

Retargeted Banner Ad
Consumer A Retargeting
2nd interaction Database
 channel matrix
high
engagement

WOM
Mobile

Blog

interest
interest

high
low

TV
Newspaper

Radio
Billboard
low
engagement
icons library
 CAMPAIGN ROLL OUT
AUG SEP OCT NOV DEC JAN

TV/CINEMA

TASK 1 PRINT/OUTDOOR
ESTABLISH
FACEBOOK/TWITTER

RICH AND FLASH BANNERS

TASK 2 DIGITAL HUB/FOURSQUARE

ADD VALUE
RETAIL PRODUCTS

TASK 3 BAR ACTIVATION

INVITE
IN STORE ACTIVATION
 CAMPAIGN
ARCHITECTURE
BUSINESS PROBLEM

POSITIONING

CAMPAIGN IDEA

BARRIER BARRIER BARRIER

COMMS TASK COMMS TASK COMMS TASK

1 2 3

TACTICS TACTICS TACTICS

 COMMS BARRIER COMMS BARRIER COMMS BARRIER
THE TARGET DOESN’T TARGET DOESNT HOW DO YOU MAKE SURE
KNOW WHAT AFTER UNDERSTAND THE THAT AFTER HOURS
HOURS ATHLETES RELATIONSHIP BETWEEN ATHLETE IS A LEGITIMATE
MEANS PUMA AND AHA THING

COMMS TASK 1 COMMS TASK 2 SHOW

ESTABLISH THE AFTER HOW PUMA ADDS COMMS TASK 3
HOURS ATHLETE VALUE TO AFTER INVITE NEW
HOURS ATHLETES CONSUMERS TO BE AN
AFTER HOURS ATHLETES

TACTICSTV/CINEMA TACTICSBAR
PRINT/OUTDOOR TACTICSPRODUCT ACTIVATIONS
INSTORE LINEDIGITAL HUB INSTORE ACTIVATIONS
DIGITAL HUB
CAMPAIGN ECO-SYSTEM
TV/CINEMA PRINT/OUTDO
OR

BANNERS
(RICH AND SEARCH
FLASH)

DIGITAL HUB

FACEBOOK/TW
ITTER

TYPE OF LINK

INDIRECT
IN-BAR INSTORE
ACTIVATIONS ACTIVATIONS
DIRECT
KEY PERFORMANCE
INDICATORS
 GOAL FOR DIGITAL HUB
METRIC FOR SUCCESS TARGET ACTUAL
C

SALES GROWTH 8% 10.4%

PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS 52% 66%

KEY IMAGE ATTRIBUTES

IS A SPORTS LIFESTYLE BRAND 52%/46% 42%/66%
IS A BRAND FOR ME

COMMS TASKS - ADD VALUE

DIGITAL HUB

VISITS TO THE SITE 1,400,000 1,568,120

TIME ON SITE 2:20 1:45

EXIT POLL ON SITE

IS A SPORTS LIFESTYLE BRAND 75%/60% 86%/76%
IS A BRAND FOR ME

EXIT POLL ON SITE

ADDS VALUE TO MY NIGHT OUT VS. 20%+ 25%
CONTROL
kpi slide

awarene considerat preferen

ss ion purchase retention
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ce
consectetuer adipiscing elit,
1,200,000 IMPs
1,321 Sales 152% Email Subs
456,000 site visits 24% store traffic
sed diam nonummy
2,000,000 Youtube
nibh
45% key image 56% purchase
2,000,000 Youtube
views
332 Loyalty
Members
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views attribute intention
Search Volume
Search Volume increase 24%
increase 24%