presentation skills part 2 - building slides
TRANSCRIPT
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…
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