digItal planning

BEA ATIENZA

⁄ Product Briefing⁄ Brand Documents – Master-brand / Sub-brand⁄ Business and Brand Performance (Market Share, Funnel Measures, UAI Studies, etc.)⁄ Data Audits & Analysis (Social Assets, Audience Listening, Brand Listening, Website, CRM Program, etc.)⁄ Integrated Creative Concepts⁄ Media Strategies and Plans

BRAND & BUSINESS REVIEW

⁄ Business Goal⁄ Communication Objective⁄ Targets & KPIs

OBJECTIVEREVIEW

RESEARCH AREAS

CATEGORY COMPANY CONSUMER CULTURE

Competitive Listening Asset Analytics Technographic InsightsCategory Relationship Trend Analysis

– Euromonitor – Category Market readings

– Social Listening Tools – Category volumes & Sentiments

– Web Analytics– Social Analytics

– Social Listening (user segments)

– Surveys– Interviews – Warc – Cases– Customer Journey mapping

– Social Listening (user segments)

– Surveys– Interviews

/ background & research

/ strategy (one-pager)

OBJECTIVEWhat does this campaign need to achieve? E.g. Change in consumer behavior? Change in perception?

ISSUE OR OPPORTUNITYHow we want to frame the problem for communications within this specific effort.

TARGET MARKETConsumer or Conecptual target portrait. Demographics, Psychographics, Technographics.

INSIGHTTruth that will unlock a solution to our identified problem.

KEY MESSAGE Key communication

REASON TO BELIEVECredibility to claim.

ROLE OF DIGITALWhat role digital will play in addressing the issue

ENGAGEMENT JOURNEYKey channels, roles, integration vs. Customer JourneyCampaign assets vs.Always-on assets

/ engagement mapping

⁄ Owned Channel Selection + Respective Roles⁄ Evergreen Traffic Drivers, Media, Partners⁄ Earned Channels⁄ Campaign Channels

ASSET ARCHITECTURE

⁄ Content Screens & Pillars⁄ User Personas⁄ Content Use Cases⁄ Key Messages ⁄ Hero, Hub, Hygiene

CONTENT STRATEGY

⁄ Key KPIs⁄ Benchmarks⁄ Optimization Routes

MEASUREMENT POV

⁄ Proposed Customer Journey⁄ Map of assets and channels⁄ Key CTAs

CONNECTION & ENGAGEMENT FLOW