presentation skills part 2 - building slides

Presentation SkillsPart 2 – Building Slides

June 30, 2011

with content adapted from

This presentation uses real slides from real presentations

(but all details have been hidden, of course)

Please refer to transcript or download to read notes for each slide

65 43 21

Make your main point clear in the headline1

BEFORE

6

Online

Digital will create a customized jump page on website.com driving online users to get moretips and find their match!

The campaign will be live for 7 months:• Approximately XXX,000 Leaderboard, Skyscraper and

Big Box Impressions (combined) across website.com and the entire network

The jump page will redirect viewers to the brand website.

It is subject to client approval and includes:

• Brand logo, images and product descriptions • Hotlink to Brand website• Hotlink to Brand tool• Posting of tips or checklist of topics that people should think about (based on demo).• Promotional graphics (look and feel adapted from the TV creative)• Stream vignette spots online• Monthly content updates• Brand Index (users encouraged to click on the client’s website to get advice and help raise the index!)

BEFORE

7

Your Custom Jump Page (7 Monthly Versions)

Digital will create a customized jump page on website.com driving online users to get moretips and find their match!

The campaign will be live for 7 months:• Approximately 637,500 Leaderboard, Skyscraper and

Big Box Impressions (combined) across website.com and the entire network

The jump page will redirect viewers to the brand website.

It is subject to client approval and includes:

• Brand logo, images and product descriptions • Hotlink to Brand website• Hotlink to Brand tool• Posting of tips or checklist of topics that people should think about (based on demo).• Promotional graphics (look and feel adapted from the TV creative)• Stream vignette spots online• Monthly content updates• Brand Index (users encouraged to click on the client’s website to get advice and help raise the index!)

AFTER

Execution Details…

OOH Execution

Street level advertising within Tier 1 markets (Toronto, Montreal, Vancouver)

Target consumer when she is outside, shopping, eating, and in the ‘looking good’ frame of mind

Street columns and posters will be specifically located in the fashion, entertainment, and shopping districts

June-August (8 weeks) at XX GRPs

BEFORE

OOH Execution Street level advertising within Tier 1 markets (Toronto,

Montreal, Vancouver)

Street columns and posters will be specifically located in the fashion, entertainment, and shopping districts

June-August (8 weeks) at XX GRPs

Target her when she is outside, shopping, eating, and in the ‘looking good’ frame of mind

AFTER

Brand Guarantee Deployment – TV Rationale

TV minimum / maximum threshold solutions– TV: 800 – 1200 GRPs per campaign

Source – Ipsos-ASI 10

BEFORE

TV gains max out at 800-1200 GRPs

Source – Ipsos-ASI 11

AFTER

1Make your main point clear in the headline

Single slide, single

thought2

BEFORE

15

Phase 1: InvitationIdea Declaration

• Objective: – Introduce the concept and brand’s new positive, empowering idea

• What it is:– Petition that exists in multiple distributed digital environments (outreach, social,

media, channel), declaring the idea• Declaration will also ask signers to give advice• Advice is collected and used later to empower target

• Why it works:– In the absence of global assets, leverages all brand channels to begin seeding the

new brand vision– Makes a statement about what the brand stands for, low-barrier mechanism for

joining the idea– The submission of advice enriches and personalizes the experience

DeclarationBEFORE

16

Idea Declaration

Objective:

Introduce the concept and the brand’s new positive, empowering idea

DeclarationAFTER

17

It’s a Tactic

Exists in multiple distributed digital environments (outreach, social, media, channels)

Declares the tactic’s goal of the idea

Asks participants to give advice

Advice is collected and used later to empower target

DeclarationAFTER

18

Why It Works

In the absence of global assets, leverages all brand channels to begin seeding the new brand vision

Makes a statement about what the brand stands for, low-barrier mechanism for joining the idea

The submission of advice enriches and personalizes the tactic

DeclarationAFTER

Media Update - RecapThe following are media updates that have occurred since 1st Round presentation.

•Reduce media partnership dollars from $X,XXXM to $X,XXX M. With this new direction we’ve cut partner1 and partner2 from the media partnership plan

Rationale: – To ensure that we are receiving the most out of our partnership dollars while

obtaining national appeal against our target both partner1 and partner2 were cut.– Both partners only have one team. Both teams are in region1 with viewership

highest in that market. Audience tuning in region2 and the region3 isn’t as strong as our other partner options.

•Incremental brand support– Media was given incremental dollars to support a stronger plan for brand– Agendy has recommended to support the launch through television, digital, and

newspaper• As part of the original brand plan, OOH was recommended to generate mass

awareness in light of no TV asset being available. Since then, brand has agreed to invest in a TV asset in order to launch hair in region4. Given we will have a TV asset for brand, OOH has been cut from the brand recommendation.

•Cut OOH from brand plan– Based on client feedback and budget cuts, OOH was removed from the brand

strategy

BEFORE

Three Media Updates

1. Reduce media partnership dollars from $X,XXXM to $XXXXM (cut partner1 and partner2)

2. Incremental variant support

3. Cut OOH from brand plan

AFTER

JOBS TO BE DONE & OBJECTIVESJTBD• Get target to choose brand more often

Objectives /MMOs• Objective #1: Re-launch the brand format1 in special formula

– MMO: Increase brand share by +XX bps• Objective #2: Launch brand variant across formats 1, 2 & 3

– MMO: Increase brand share +XX bps, increase brand format1 share +XX bps, increase format2 penetration +XX% (from XX% to XX%)

MCO• Format3: Increase “attribute1” measure +X, increase “attribute2” +X

and maintain “attribute3”

BEFORE

JOB TO BE DONE

Get fresh/fragrance seekers to choose brand more often

AFTER

TWO MARKETING OBJECTIVES1. Re-launch the brand format1 in special formula

– MMO: ↑format1 share by XX+ bps

2. Launch brand variant across formats 1, 2 & 3– MMO: ↑format1 share +XX bps

↑ format2 share +XX bps↑format3 penetration +XX% (from XX% to XX

%)

AFTER

MCO: DRIVE BRAND SCORES

• +X “attribute 1”

• +X “attribute 2”

• Maintain “attribute 3”

AFTER

3 21Make your main point clear in the headline

Single slide, single thought

Shift detail to the notes area3

Normal View Notes View

29

Campaign Journey

SEPJULMAY/JUN AUG OCT &

Cross-sell (August – November)

Stage 1● Articulate brand commitment idea● Solicit advice messages● Seed campaign with high profile influencers and partners

Stage 2● Aggregate advice messages from Stage 1● Integrate messages into creative (where appropriate)● Engage community and encourage further participation● Continue seeding with influencers/prep for October

Invitation Engagement Payoff

Stage 3● Event partner activities ● Celebrity engagement to drive awareness● Paid media concentration to drive reach● Provide additional online activities

BEFORE

30

An Evolving Campaign Journey

SEPJULMAY/JUN AUG OCT &

Invitation Engagement Payoff

Stage 1

Stage 2

Stage 3

AFTER

32

In-show IntegrationEarly Morning Show• Early Morning Show (all markets) will conduct 3 in-show segments over the campaign duration with a brand

representative, discussing tips and tricks that consumers can use. • Each segment is approximately 3 minutes, total of 15 segments.• Content is subject to producer approval.

Talk Show• Talk Show will conduct 4 taped segments over the campaign duration with a brand representative,

discussing issues that are the top concerns for target.• Each segment is a maximum of 90 seconds.• Content is subject to producer approval.

News Show• News Show will create a special segment with a brand representative, discussing the main concerns for

target on a monthly basis (total 7 segments). This will air in News Show at 6pm.• Each segment is approximately 90 seconds.

Special Phone-In Show• Station will create a special 30 minute phone-in show featuring a brand representative. This show will

discuss advice and suggestions for actions during the upcoming season.

BEFORE

33

27 In-show Integration Opportunities!

News News ShowShow

Talk ShowMSMORNINGSHOW

AFTER

643 21Make your main point clear in the headline

Single slide, single thought

Shift detail to the notes area

Scale graphic to fit screen4

Fashion Publication Advertorials Magazine1- a FP4c advertorial (Fr & Eng) launches the brand campaign with fashion

trends and positions brand benefit as summer’s must have!

Magazine 2 - advertorial placement wrapping around editorial in June ‘Hot Summer’ issue (which is also the Summer Care guide), and July ‘Cheap & Chic Summer’ issue

Magazine3, Magazine4, Magazine5 - custom ‘Reports’ DPS advertorials outlining the latest in fashion, summer events, andstyles for moms (designed for each magazine). Images and small write ups of everything new coming for the summer season.

Brand Equity Advertisements

Run FP4C advertisements in key fashion and beauty magazines to further drive awareness of brand during summer months

Execution Details…BEFORE

Achieve Integration with Advertorial WrappingAFTER

40

Brand Services Booth

• Service station on-site

• 4 resources providing individual services and consultation

• Privacy and space requirements respected

BEFORE

On-Site BrandServices Station

4 resources

privacy

AFTER

MOBILE UNIT

FPO

42

Allows us to be mobile, finding target all around the key areas Enables us to leverage foot traffic in key transit hubs as well as other commuter foot traffic around the cityEye catching – people will want to know what our teams are all about

BEFORE

FIND TARGET ON FOOT!

FPO

43

Eye Catching

Mobile

Transit/Commuter

AFTER

5 43 21Make your main point clear in the headline

Single slide, single thought

Shift detail to the notes area

Scale graphic to fit screen

Usual a visual prompt to ask a question5

Have you ever…?

How we can helpHow we can help

Tips & tricksTips & tricks

Success storiesSuccess stories

Special casesSpecial cases

Making your TRANSITIONMaking your TRANSITION

65 43 21Make your main point clear in the headline

Single slide, single thought

Shift detail to the notes area

Scale graphic to fit screen

Usual a visual prompt to ask a question

Use the B key

65 43 21Make your main point clear in the headline

Single slide, single thought

Shift detail to the notes area

Scale graphic to fit screen

Usual a visual prompt to ask a question

Use the B key6

Go from all eyes on the screen…

To all eyes on you…

Try it! While in slide show view…

65 43 21Make your main point clear in the headline

Single slide, single thought

Shift detail to the notes area

Scale graphic to fit screen

Usual a visual prompt to ask a question

Use the B key