““Campaigns” Campaigns” OrientationOrientation

Yahoo! WorkshopYahoo! Workshop

November 19, 2004November 19, 2004

AAFAAF

Must join Villanova Advertising Must join Villanova Advertising SocietySociety– $35$35

Due to me in Due to me in ONE WEEKONE WEEK Make checks out to Make checks out to Villanova Villanova

Advertising SocietyAdvertising Society

NSACNSAC

Print outPrint out all the “stuff” all the “stuff”– Policies and ProceduresPolicies and Procedures– Case StudyCase Study– Success GuideSuccess Guide– CalendarCalendar– ScoresheetsScoresheets

LearnLearn all the NSAC all the NSAC– In particular…In particular…– Additional on website (clarification memos)Additional on website (clarification memos)

You should have thesetwo with you today!

On NSACwebsite

NSACNSAC

Two primary componentsTwo primary components– Plans bookPlans book

Due April 1 by 5:00 p.m.Due April 1 by 5:00 p.m. One book to AAF headquarters in D.C.One book to AAF headquarters in D.C. 15 books to district coordinator15 books to district coordinator

– PresentationPresentation District Competitions: April 15-May 1District Competitions: April 15-May 1 National Competition: June 5-6National Competition: June 5-6

– Note Scoresheets…Note Scoresheets…

““I want to make the I want to make the ads…”ads…”

Single most annoying thing said Single most annoying thing said by job applicants.by job applicants.

Despite the fact that a majority of Despite the fact that a majority of people initially wants to do people initially wants to do creative, only 6 will get to…there creative, only 6 will get to…there is so much else that goes into it…is so much else that goes into it…you will learn that!you will learn that!

IMC IntroductionIMC Introduction

““Integrated Marketing Communication”Integrated Marketing Communication”– ““A concept of marketing communications A concept of marketing communications

planning that recognizes the added value of planning that recognizes the added value of a comprehensive plan that evaluates the a comprehensive plan that evaluates the strategic roles of a variety of communication strategic roles of a variety of communication disciplines– for example, general advertising, disciplines– for example, general advertising, direct response, sales promotion, and public direct response, sales promotion, and public relations– and combines these disciplines to relations– and combines these disciplines to provide clarity, consistency, and maximum provide clarity, consistency, and maximum communications impact.”communications impact.”

– “…“…all sources of brand or company all sources of brand or company contact…”contact…”

Review of Marketing Review of Marketing PlanPlan ““Marketing plan”?Marketing plan”?

– Detailed situation analysisDetailed situation analysis Internal audit & reviewInternal audit & review External analysisExternal analysis

– Specific marketing objectivesSpecific marketing objectives– Marketing Strategy- target markets, Marketing Strategy- target markets,

marketing elementsmarketing elements– Program for implementationProgram for implementation– Process for monitoring and evaluating Process for monitoring and evaluating

performanceperformance

Our Case!

Promotional Program Promotional Program Situation AnalysisSituation Analysis

Internal analysisInternal analysis– S&W of brand – Yahoo the brand!S&W of brand – Yahoo the brand!– S&W of product – the products Yahoo talks aboutS&W of product – the products Yahoo talks about

External analysisExternal analysis– Competitors (S&W) – who are they?Competitors (S&W) – who are they?– Positioning strategies – what do people think of Positioning strategies – what do people think of

them?them?– Environment – what the heck is going on?Environment – what the heck is going on?

Consumer ResearchConsumer Research– Market segmentsMarket segments– CustomersCustomers

Customer process of responding to Customer process of responding to communicationscommunications– Various sources – what is being said?Various sources – what is being said?– Message types – how is it being said?Message types – how is it being said?– Channel factors – where is it being said?Channel factors – where is it being said?

– And what is best????And what is best????

Analysis of the Analysis of the Communication Communication

ProcessProcess

Communication ObjectivesCommunication Objectives Hope to accomplishHope to accomplish Type of MessageType of Message Desired Effects/ConsequencesDesired Effects/Consequences

Analysis of the Analysis of the Communication Communication

ProcessProcess

MarketingObjectives

CommunicationObjectives

CommunicationStrategies/Actions

NOTE:

All Communication actions

MUST support

the accepted objectives.

Budget DeterminationBudget Determination

How much to spend? We have a How much to spend? We have a $10 million budget…sounds like a $10 million budget…sounds like a lot right?lot right?

Allocation of that $$Allocation of that $$

Develop IMC StrategyDevelop IMC Strategy

Creative strategyCreative strategy– Basic appealBasic appeal– Message to convey to target audienceMessage to convey to target audience

Media strategyMedia strategy– Which communication channels to deliver Which communication channels to deliver

ad messages to target audiencesad messages to target audiences– Everything has a goal and a budgetEverything has a goal and a budget

Need to be able to answer “Why?”Need to be able to answer “Why?”

Elements of IMCElements of IMC– Relative importance?Relative importance?

All together now…All together now…

Printadvertising

Broadcastadvertising

Salespromotions

Publicrelations

Personalselling

Internet

Consumer

Strategy

Consumerinsight

Objectives

•Client•Competition•Environmental issues

Guerilla

Speak

As One

Voice!!

Monitoring, Evaluation Monitoring, Evaluation & Control& Control

Did you meet those objectives Did you meet those objectives (individual media, overall promo, (individual media, overall promo, marketing…)?marketing…)?

This is usually forgotten – but This is usually forgotten – but always comes up in Q&A (ask the always comes up in Q&A (ask the consultants!)consultants!)

Groups & Groups & ResponsibilitiesResponsibilities

Within the AgencyWithin the AgencyBoard of Directors

President

VP- Account Services

VP- Marketing Services

VP- Creative Services VP- Mgmt & Finance

Account Supervision

Account Executive

Media

Research

Sales Promotion

CopywritersArt Directors

Print Production

TV Production

Traffic

Finance

Accounting

Office Management

Personnel

Our Organization Chart Our Organization Chart

Presentation Producer (1)

Project ManagerPlans Book (1)

Account & Promotional

Managers (3)

Brand PlanningDirector (1)

Staff (3)

Creative Services

Director (1)Staff (5)

Media Planning

Director (1)Staff (3)

AccountDirector (1)

Our Organization Chart Our Organization Chart

Presentation Producer Merideth Bickford

Project ManagerAnne Wein

Account & Promotional

ManagersShauna PelkeyStefanie BoykCade Flitter

Brand Planning

*Christina ClearyCarmine Attansio

Sara PuigScott Carl

Creative Services

*Kristin Andreotes

Laura HoffmanAdam SaltmanRyan Hurley

Enrique PeralElizabeth Melisi

Media Planning

*Gail KelleyAmanda Jackson

Julie Maguire

AccountDirector

Gillian Perazzo

Nicole Rios

Lindsay Taylor

Andrea Chelariu

Megan Mahoney

A caveat about A caveat about responsibilities…responsibilities…

You may think you have nothing You may think you have nothing to do…to do…– HA-HA-HA-HA-HA…HA-HA-HA-HA-HA…

Good one!Good one! Now…Now…

– Everybody…Everybody… Get to know caseGet to know case Get to know rulesGet to know rules Get to know productsGet to know products

Account Director:Account Director:GillianGillian

Guide/CoordinateGuide/Coordinate– ProcessProcess– PeoplePeople– Plans bookPlans book– PresentationPresentation

Resolve issuesResolve issues Do decisions/actions Do decisions/actions

support overall support overall objectives?objectives?– Needs of client are

satisfied

Time spent:Time spent:– NowNow

PreparationPreparation GuidanceGuidance

– LaterLater CoordinationCoordination

Project Manager:Project Manager:AnneAnne

All details for the All details for the plans book and plans book and presentation.presentation.

Work with AD on Work with AD on schedules and HR schedules and HR

Check out the Check out the project project management management bookletbooklet

Directs the layout Directs the layout and design of the and design of the plans book plans book

Finalize all Finalize all budgets and budgets and costing costing informationinformation

Help with delivery Help with delivery of plans bookof plans book

Presentation Producer:Presentation Producer:MeridethMerideth

Part of management so helps Part of management so helps coordinate the creative coordinate the creative departments with other departments with other departmentsdepartments

Responsible for developing the Responsible for developing the presentationpresentation

Also can work with planners and Also can work with planners and creative during preparationcreative during preparation

Account & Promotion Account & Promotion Management Management

Responsibilities:Responsibilities:Shauna, Stefanie, Cade, Shauna, Stefanie, Cade,

GillianGillian1.1. Plans BookPlans Book– Check list of Requirements & RulesCheck list of Requirements & Rules– Serve as advocate for those rulesServe as advocate for those rules– Also direct the public relations and Also direct the public relations and

promotional ideaspromotional ideas– Evaluation of the campaignEvaluation of the campaign– Objectives of the campaignObjectives of the campaign

ResponsibilitiesResponsibilities

Client InformationClient Information– History of ClientHistory of Client– Tone of ClientTone of Client– Past campaignsPast campaigns– ““Audit” of productAudit” of product

Competitor InformationCompetitor Information– Strategies & differentiating Strategies & differentiating

factorsfactors– Stereotypes Stereotypes

Images in advertisingImages in advertising ““Baked-in media biases”Baked-in media biases”

Environmental InformationEnvironmental Information– PoliticalPolitical– TechnologicalTechnological– SociologicalSociological– Etc.Etc.

2.2. Situation analysisSituation analysis Situation briefSituation brief

1-2 pages1-2 pages Full presentationFull presentation

ResponsibilitiesResponsibilities

3.3. PresentationPresentation

Tentative

Due Date:

Feb 1

Now…Now… Later…Later…

– Info for Info for Plans bookPlans book PresentationPresentation

– HELP!HELP! Stat-spouterStat-spouter Further diggingFurther digging ExtrasExtras

– PretestingPretesting– Best Best

boy/gaffer/key boy/gaffer/key gripgrip

– ManpowerManpower

Brand Planner Brand Planner Responsibilities:Responsibilities:

Christina, Carmine, Sara, ScottChristina, Carmine, Sara, Scott Consumer researchConsumer research Determine/describe target Determine/describe target

marketsmarkets Develop consumer insightDevelop consumer insight

– ““Account Planners”Account Planners”

Yahoo!Targetmarket

Insight

Brand Planner Brand Planner ResponsibilitiesResponsibilities

1.1. Write creative brief…Write creative brief…

2.2. PresentationPresentation

Tentative

Due Date:

Feb 15

Creative BriefCreative Brief(see examples)(see examples)

1.1. What are we trying to accomplish?What are we trying to accomplish?2.2. Who are we trying to influence, and what Who are we trying to influence, and what

are their motivations?are their motivations?3.3. What is the personality we want to project?What is the personality we want to project?4.4. What do they think feel now?What do they think feel now?5.5. What do we want them to think/feel?What do we want them to think/feel?6.6. Why should they think/feel this way?Why should they think/feel this way?7.7. What is the single most important thing we What is the single most important thing we

want people to take away from this want people to take away from this campaign?campaign?

Brand PlannersBrand Planners What can you be doing now?What can you be doing now?

– Start reading up on this target marketStart reading up on this target market Recognizing the differences between 13-17 year Recognizing the differences between 13-17 year

olds.olds. ID stereotypical ways that people market to this ID stereotypical ways that people market to this

targettarget Investigate what they read/watch/visitInvestigate what they read/watch/visit

– Submerge yourselves…Submerge yourselves…

– Where can we find some 13-17 year olds?Where can we find some 13-17 year olds? Teachers/principles?Teachers/principles? Old schools?Old schools? Websites?Websites? Magazines?Magazines? Blogs?Blogs? Where else?Where else?

Media Planners:Media Planners:Gail, Amanda, BrookeGail, Amanda, Brooke

Reach the target marketReach the target market– Find the target market Find the target market

Where are they?Where are they? What are they doing?What are they doing? What are they watching/reading?What are they watching/reading? (May require working w/ brand planners)(May require working w/ brand planners)

– Place ads, promotions, guerilla where Place ads, promotions, guerilla where target will see themtarget will see them

– You are our connection to the target!You are our connection to the target!

Media ResponsibilitiesMedia Responsibilities

Media planning Media planning – Determine appropriate media vehicles Determine appropriate media vehicles

to reach target marketing.to reach target marketing.– May work some with brand plannersMay work some with brand planners

Guerilla-Guerilla-– Unusual places & ways to Unusual places & ways to

communicatecommunicate– Will work with brand planners and/or Will work with brand planners and/or

creativecreative

Media ResponsibilitiesMedia Responsibilities

Promotions (with Account & Promotions (with Account & Promotional managers)Promotional managers)– ““Short term inducement of value…”Short term inducement of value…”

PR (with Account & Promotional PR (with Account & Promotional managers)managers)– ““Free”Free”– May be related to the above…May be related to the above…

Budgeting (A huge deal…there will be Budgeting (A huge deal…there will be some numbers involved…)some numbers involved…)

Media ToolsMedia Tools(see the Boot Camp)(see the Boot Camp)

Software/DatasetsSoftware/Datasets– SimmonsSimmons– SRDSSRDS

Paper copies in my Paper copies in my office and possibly the office and possibly the librarylibrary

Free websitesFree websites– MRIplus.comMRIplus.com– Mediamanager.comMediamanager.com– Sandboxexchange.coSandboxexchange.co

mm– Tvradioworld.comTvradioworld.com

Media kitsMedia kits

Media ResponsibilitiesMedia Responsibilities

What can you be doing now/soon?What can you be doing now/soon?– Learn how the software worksLearn how the software works– What will our budget buy you?What will our budget buy you?

Understand the budget…Understand the budget…– Media usage of product usersMedia usage of product users

Find those 13-17 year oldsFind those 13-17 year olds– Also ID baked-in media biases for this industryAlso ID baked-in media biases for this industry– Start thinking about guerilla & promotionsStart thinking about guerilla & promotions

Where is the target market?Where is the target market? What kinds of promotions are used to target them What kinds of promotions are used to target them

now?now? Later?Later?

– Really, really hard coreReally, really hard core

Media ResponsibilitiesMedia Responsibilities

Presentation about media ideasPresentation about media ideas Multiple revisions as details are Multiple revisions as details are

addedadded

Tentative In

itial

Due Date:

Feb 22

Creative Responsibilities:Creative Responsibilities:Kristin, Laura, Adam, Ryan, Kristin, Laura, Adam, Ryan,

Enrique, ElizabethEnrique, Elizabeth

AD and copywriters will be paired upAD and copywriters will be paired up– Generate ad campaign based on Generate ad campaign based on

consumer insight, accounting for client consumer insight, accounting for client requirementsrequirements

Each of the three teams will pitch to Each of the three teams will pitch to the class.the class.

Class will pick a campaign Class will pick a campaign – Note…Note… Tentative

Due Date:

Mar 1

Creative Creative ResponsibilitiesResponsibilities LaterLater

– After Spring break will be production After Spring break will be production mode – you will be able to grab helpmode – you will be able to grab help

NowNow– Be helpfulBe helpful

Planners and researchPlanners and research

– Learn software (seriously – if you Learn software (seriously – if you don’t know the software learn it)don’t know the software learn it)

A note on deadlines…A note on deadlines…

Account ManagersFeb 1

Brand PlannersFeb 15

MediaFeb 22

CreativeMar 1

Plans Book4/1/05

2 weeks

2 weeks

2 weeks

2 week

4 weeks

““Responsibilities” and Responsibilities” and Course MaterialCourse Material

A caveat…A caveat…– Never finishedNever finished– Value of working with other groupsValue of working with other groups– Goal:Goal:

Beat other agenciesBeat other agencies NOT beat each other.NOT beat each other.

– Importance of Mature…Importance of Mature… Response to comments/criticismResponse to comments/criticism Comments/criticismComments/criticism

– (Grades)(Grades)

A note on researchA note on research(that doesn’t really fit in anywhere else…)(that doesn’t really fit in anywhere else…)

Don’t just Google Don’t just Google – And I’m not just saying that b/c And I’m not just saying that b/c

Yahoo is the client…Yahoo is the client… How’s this for an idea…How’s this for an idea…

– Research in the Research in the librarylibrary…… Expanded AcademicExpanded Academic ABI InformABI Inform

Reading List…Reading List…

Account ManagersAccount Managers– Eating the Big FishEating the Big Fish– Under the RadarUnder the Radar– Permission MarketingPermission Marketing

Media PlannersMedia Planners– Attention! (How to Attention! (How to

Interrupt, Yell, Whisper, Interrupt, Yell, Whisper, and Touch and Touch Consumers…)Consumers…)

– Media Planning: A Media Planning: A Practical GuidePractical Guide

– Essentials of Media Essentials of Media PlanningPlanning

Brand PlannersBrand Planners– Truth Lies & AdvertisingTruth Lies & Advertising– Qualitative ResearchQualitative Research– Under the RadarUnder the Radar– Hitting the Sweet SpotHitting the Sweet Spot

CreativeCreative– Hey Whipple, Squeeze Hey Whipple, Squeeze

ThisThis– Cutting Edge AdvertisingCutting Edge Advertising– Disruption/ Beyond Disruption/ Beyond

DisruptionDisruption– Unleashing the idea virusUnleashing the idea virus

Massive Overlap…

Book Summary due Thurs January 20, 2005

Oh and a few cool Oh and a few cool things in the works…things in the works…

Emma Gilding’s research workshop – Emma Gilding’s research workshop – Emma is an video ethnographer from Emma is an video ethnographer from Ogilvy in NYC – Fri Jan 28 Ogilvy in NYC – Fri Jan 28

Tom Lamb – Sr. VP of Account Services Tom Lamb – Sr. VP of Account Services at McCann Erickson - TBDat McCann Erickson - TBD

Brad Youtz – Senior Media Planner at Brad Youtz – Senior Media Planner at Harmelin Media – Tues Feb 8Harmelin Media – Tues Feb 8

The IDEA BOX…..The IDEA BOX….. And I am still working…And I am still working…

Questions?Questions?

Now here is what you need to Now here is what you need to work on over the Christmas work on over the Christmas holiday (sorry is the nature of the holiday (sorry is the nature of the game…)game…)