What is Comms Planning?

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*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.

What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.

1. what i!
comms planning
Julian Cole
head of comms planning, bbh nyc

2. the role of the Comm! Pla"e# in a
creative agency is to provide strategic
rigour to the implementation of a campaign

3. In a creative agency there are two types of
planners
comm! pla"e#
and
brand pla"e#

4. they are the ying and yang
of planning any
great creative campaign

5. 5
comms planners
are responsible
for the mechanics
of the campaign
brand planners
are responsible
for the message
of the campaign

6. a typical creative process
BIG
IDEA
COMMS
TASKS
CAMPAIGN
TACTICS
CAMPAIGN
IMPLEMENTATION
CLIENT
BRIEF
POSITIONING

7. BIG
IDEA
COMMS
TASKS
CAMPAIGN
TACTICS
CAMPAIGN
IMPLEMENTATION
CLIENT
BRIEF
brand planners take the lead in
getting to the Positioning
comms planners play a supporting role
POSITIONING

8. BIG
IDEA
POSITIONING
COMMS
TASKS
CAMPAIGN
TACTICS
CAMPAIGN
IMPLEMENTATION
CLIENT
BRIEF
comms planners take the lead getting to the
Comm! Task! and Campaign Tactic!
brand planner play a supporting role

9. NOW FOR AN EXAMPLE
WATCH THE CASE STUDY FIRSThttp://www.youtube.com/watch?v=7DzWvmdK2Ho
http://www.youtube.com/watch?v=7DzWvmdK2Hohttp://
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www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Ho

10. BUSINESS PROBLEM
CAMPAIGN IDEA
POSITIONING
CAMPAIGN ARCHITECTURE
COMMS
TASK 1
TACTICS TACTICS TACTICS
BARRIERBARRIERBARRIER
COMMS
TASK 2
COMMS
TASK 3

11. CAMPAIGN ARCHITECTURE
CAMPAIGN IDEA
POSITIONING
COMMS
TASK 1
TACTICS TACTICS TACTICS
BARRIERBARRIERBARRIER
COMMS
TASK 2
COMMS
TASK 3
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET

12. business problem to positioning
(brand planner)
The brand planner looks for the
intersection of the product, cultural and
consumer truth that gives the brand a
positioning that is unique and ownable
in the market.
The Comms Planner aids in finding these
truths by analyzing relevant data

13. PRODUCT TRUTH
Puma creates sports clothes for everyday wear. They have
never been too serious, they only sponsor athletes that have
fun while competing (Pele, Maradona, Usain Bolt)
CULTURAL TRUTH
Sports advertising is dark, overcomplicated, technical,
serious and painful. e.g Nike ‘Just do it’
CONSUMER TRUTH
Life to them was a game, they were the after hours athlete.
The target were highly competitive in everything they did.
They loved whenever they got the opportunity to compete
socially against their friends.

14. POSITIONING
PUMA IS THE BRAND FOR THE AFTER HOURS
ATHLETE

15. CAMPAIGN IDEA
COMMS
TASK 1
TACTICS TACTICS TACTICS
COMMS
TASK 2
COMMS
TASK 3
BARRIERBARRIERBARRIER

16. CAMPAIGN IDEA
PUMA SOCIAL
COMMS
TASK 1
TACTICS TACTICS TACTICS
BARRIERBARRIERBARRIER
COMMS
TASK 2
COMMS
TASK 3
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE

17. barriers to comms tasks
(comms planner & brand planner)
After the brand idea has been decided,
the planners then needs to identify the
barriers in the way to achieving that
positioning.
They do this by creating a consumer
journey to work out the barriers. The
Brand and Comms Planner then create
the tasks that the brand has to do to
overcome these barrier.

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

19. COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS
COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING
COMMS TASK 3
INVITE NEW
CONSUMERS TO BE
AN AFTER HOURS
ATHLETES
COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE
COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES

20. TACTICS TACTICS TACTICS
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL
TASK 1
ESTABLISH
TASK 2
ADD VALUE
TASK 3
INVITE

21. comms tasks to channels/tactics
(comms planner)
The Comms Planner then works with the
Media Planner to work out what are the
best channels to answer that task brief.
It is the job of the Comms Planner with
the Brand Planner to brief the creative
teams, publishers and agency partners.

22. COMMS TASK 3
INVITE NEW
CONSUMERS TO BE
AN AFTER HOURS
ATHLETES
COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE
COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS
COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING
TACTICS
BAR ACTIVATIONS
INSTORE ACTIVATIONS
DIGITAL HUB
TACTICS
TV/CINEMA
PRINT/OUTDOOR
INSTORE
TACTICS
PRODUCT LINE
DIGITAL HUB

23. CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL
TASK 1
ESTABLISH
TASK 2
ADD VALUE
TASK 3
INVITE
TV/CINEMA
PRINT/OUTDOOR
IN BAR
PRODUCT LINE
DIGITAL HUB ACTIVATIONS

24. campaign roll out
A campaign roll out helps to show the
timings of all the activity. It visualizes the
campaign in its entirety from a timings
perspective.
This will be done in conjunction with the
Media Planner who will plan when the
media goes live

25. AUG SEP OCT NOV DEC JAN
CAMPAIGN ROLL OUT
TV/CINEMA
PRINT/OUTDOOR
FACEBOOK/TWITTER
IN STORE ACTIVATION
DIGITAL HUB/FOURSQUARE
RETAIL PRODUCTS
BAR ACTIVATION
TASK 1
ESTABLISH
TASK 2
ADD VALUE
TASK 3
INVITE
RICH AND FLASH BANNERS

26. campaign eco-system
The campaign eco-system is important to
help show how all the communication
elements work together and where they
are driving consumers.

27. CAMPAIGN ECO-SYSTEM
INSTORE
ACTIVATIONS
FACEBOOK/
TWITTER
DIGITAL HUB
IN-BAR
ACTIVATIONS
TV/CINEMA
PRINT/
OUTDOOR
BANNERS
(RICH AND
FLASH)
SEARCH
INDIRECT
DIRECT
TYPE OF LINK

28. key performance indicators
It is the role of the Comms Planner to take
the overall business objectives and break
them down into specific goals/targets for
the comms tasks and the executions that
answer that task.
They then must implement the tracking of
these tasks and report and optimize the
performance of the executions

29. GOAL FOR DIGITAL HUB
METRIC FOR SUCCESS
C
TARGET ACTUAL
SALES GROWTH 8% 10.4%
PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS
52% 66%
KEY IMAGE ATTRIBUTES
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
52%/46% 42%/66%
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
IS A BRAND FOR ME
75%/60% 86%/76%
EXIT POLL ON SITE
ADDS VALUE TO MY NIGHT OUT VS.
CONTROL
20%+ 25%

30. 5 great resources
seminal book on comms planning
space race - an inside view of the future of communications planning - jim taylor
book on the basics of media planning
how to navigate the media flow - hamish pringle and jim marshall
great panel on comms planning
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
‘crash course in comms planning’
strategy essay on puma’s campaign
2011 jay chiat grand prix - puma social paper

31. 5 great resources
seminal book on comms planning
space race - an inside view of the future of communications planning - jim taylor
book on the basics of media planning
how to navigate the media flow - hamish pringle and jim marshall
great panel on comms planning
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
‘crash course in comms planning’
strategy essay on puma’s campaign
2011 jay chiat grand prix - puma social paperhttp://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516http://
www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516 http://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/B006GOXM5Y/
ref=sr_1_1?s=books&ie=UTF8&qid=1382405577&sr=1-1&keywords=how+to+navigate+the
+media+flowhttp://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/ http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/
e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5 http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdfhttp://
www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-Course/
527585589/http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-
Course/527585589/

32. leading comms planners
Colleen Leddy, Group Comms Strategy Director, Droga5
Lach Hall, Comms Strategy Director, Silver and Partners
Amber Finlay, Global Director of Comms Planning, Arnold Worldwide
Mark Lester, Communications Planner, Carat
Matt Houltham, Managing Partner, Naked
Eric Pakurar, Head of Strategy, Geometry Global
Christine Chen, Director of Communication Strategy, GS&P
Eric Druckenmiller, Communications Strategy Director, Anomaly https://twitter.com/colleddyhttps://twitter.com/colleddy https://twitter.com/lachhallhttps://twitter.com/lachhall https://twitter.com/its_amberhttps://twitter.com/https:// https://twitter.com/Lestermarkyhttps://twitter.com/Lestermarky https://twitter.com/MJH001https://twitter.com/MJH001 https://twitter.com/pakyouarehttps://twitter.com/pakyouare http://www.linkedin.com/pub/christine-chen/4/503/84bhttp:// http://www.linkedin.com/in/ericdruckenmillerhttp://www.linkedin.com/

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