Download Workshop slides from Nov 2004

“Campaigns”
Orientation
Yahoo! Workshop
November 19, 2004
AAF

Must join Villanova Advertising Society
– $35
Due to me in ONE WEEK
 Make checks out to Villanova Advertising

Society
NSAC

Print out all the “stuff”
–
–
–
–
–

Policies and Procedures
Case Study
On NSAC
Success Guide
website
Calendar
Scoresheets
You should have these
two with you today!
Learn all the NSAC
– In particular…
– Additional on website (clarification memos)
NSAC

Two primary components
– Plans book
Due April 1 by 5:00 p.m.
 One book to AAF headquarters in D.C.
 15 books to district coordinator

– Presentation
District Competitions: April 15-May 1
 National Competition: June 5-6

– Note Scoresheets…
“I want to make the
ads…”


Single most annoying thing said by job
applicants.
Despite the fact that a majority of
people initially wants to do creative,
only 6 will get to…there is so much
else that goes into it…you will learn
that!
IMC Introduction

“Integrated Marketing Communication”
– “A concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines–
for example, general advertising, direct
response, sales promotion, and public relations–
and combines these disciplines to provide clarity,
consistency, and maximum communications
impact.”
– “…all sources of brand or company contact…”
Review of Marketing Plan

“Marketing plan”?
– Detailed situation analysis


Our Case!
Internal audit & review
External analysis
– Specific marketing objectives
– Marketing Strategy- target markets, marketing
elements
– Program for implementation
– Process for monitoring and evaluating
performance
Promotional Program
Situation Analysis

Internal analysis
– S&W of brand – Yahoo the brand!
– S&W of product – the products Yahoo talks about

External analysis
– Competitors (S&W) – who are they?
– Positioning strategies – what do people think of them?
– Environment – what the heck is going on?

Consumer Research
– Market segments
– Customers
Analysis of the
Communication Process

Customer process of responding to
communications
– Various sources – what is being said?
– Message types – how is it being said?
– Channel factors – where is it being said?
– And what is best????
Analysis of the
Communication Process

Communication Objectives
Hope to accomplish
 Type of Message
 Desired Effects/Consequences

Marketing
Objectives
Communication
Objectives
Communication
Strategies/Actions
Budget Determination


How much to spend? We have a $10
million budget…sounds like a lot right?
Allocation of that $$
Develop IMC Strategy

Creative strategy
– Basic appeal
– Message to convey to target audience

Media strategy
– Which communication channels to deliver ad
messages to target audiences
– Everything has a goal and a budget


Need to be able to answer “Why?”
Elements of IMC
– Relative importance?
All together now…
Objectives
•Client
•Competition
•Environmental issues
Consumer
insight
Strategy
Print
advertising
Broadcast
advertising
Sales
promotions
Guerilla
Public
relations
Consumer
Personal
selling
Internet
Monitoring, Evaluation &
Control


Did you meet those objectives
(individual media, overall promo,
marketing…)?
This is usually forgotten – but always
comes up in Q&A (ask the
consultants!)
Groups & Responsibilities
Within the Agency
Board of
Directors
President
VP- Account
Services
VP- Marketing
Services
VP- Creative Services
VP- Mgmt & Finance
Account Supervision
Media
Copywriters
Art Directors
Finance
Account
Executive
Research
Print Production
Accounting
Sales Promotion
Traffic
TV Production
Office Management
Personnel
Our Organization Chart
Account
Director (1)
Project Manager
Plans Book (1)
Account &
Promotional
Managers (3)
Brand Planning
Director (1)
Staff (3)
Presentation
Producer (1)
Creative
Services
Director (1)
Staff (5)
Media
Planning
Director (1)
Staff (3)
Our Organization Chart
Account
Director
Gillian Perazzo
Project Manager
Anne Wein
Nicole Rios
Presentation Producer
Merideth Bickford
Andrea Chelariu
Account &
Promotional
Managers
Shauna Pelkey
Stefanie Boyk
Cade Flitter
Brand Planning
*Christina Cleary
Carmine Attansio
Sara Puig
Scott Carl
Lindsay Taylor
Creative
Services
*Kristin
Andreotes
Laura Hoffman
Adam Saltman
Ryan Hurley
Enrique Peral
Elizabeth Melisi
Media Planning
*Gail Kelley
Amanda Jackson
Julie Maguire
Megan Mahoney
A caveat about
responsibilities…

You may think you have nothing to
do…
– HA-HA-HA-HA-HA…


Good one!
Now…
– Everybody…
Get to know case
 Get to know rules
 Get to know products

Account Director:
Gillian

Guide/Coordinate
–
–
–
–


Process
People
Plans book
Presentation
Resolve issues
Do decisions/actions
support overall
objectives?
– Needs of client are
satisfied

Time spent:
– Now


Preparation
Guidance
– Later

Coordination
Project Manager:
Anne



All details for the
plans book and
presentation.
Work with AD on
schedules and HR
Check out the
project
management
booklet



Directs the layout
and design of the
plans book
Finalize all budgets
and costing
information
Help with delivery
of plans book
Presentation Producer:
Merideth



Part of management so helps
coordinate the creative departments
with other departments
Responsible for developing the
presentation
Also can work with planners and
creative during preparation
Account & Promotion
Management Responsibilities:
Shauna, Stefanie, Cade, Gillian
1.
Plans Book
– Check list of Requirements & Rules
– Serve as advocate for those rules
– Also direct the public relations and
promotional ideas
– Evaluation of the campaign
– Objectives of the campaign
Responsibilities
2.
Situation analysis

–
–
–
–
 Situation brief

Client Information
1-2 pages
 Full presentation

History of Client
Tone of Client
Past campaigns
“Audit” of product
Competitor Information
– Strategies & differentiating factors
– Stereotypes



Images in advertising
“Baked-in media biases”
Environmental Information
–
–
–
–
Political
Technological
Sociological
Etc.
Responsibilities
3.
Presentation


Now…
Later…
– Info for


Plans book
Presentation
– HELP!



Stat-spouter
Further digging
Extras
– Pretesting
– Best boy/gaffer/key
grip
– Manpower
Brand Planner
Responsibilities:
Christina, Carmine, Sara, Scott



Consumer research
Determine/describe target markets
Develop consumer insight
– “Account Planners”
Yahoo!
Insight
Target
market
Brand Planner
Responsibilities
1. Write creative brief…
2. Presentation
Creative Brief
(see examples)
1.
2.
3.
4.
5.
6.
7.
What are we trying to accomplish?
Who are we trying to influence, and what are
their motivations?
What is the personality we want to project?
What do they think feel now?
What do we want them to think/feel?
Why should they think/feel this way?
What is the single most important thing we want
people to take away from this campaign?
Brand Planners

What can you be doing now?
– Start reading up on this target market



Recognizing the differences between 13-17 year olds.
ID stereotypical ways that people market to this target
Investigate what they read/watch/visit
– Submerge yourselves…
– Where can we find some 13-17 year olds?






Teachers/principles?
Old schools?
Websites?
Magazines?
Blogs?
Where else?
Media Planners:
Gail, Amanda, Brooke

Reach the target market
– Find the target market
Where are they?
 What are they doing?
 What are they watching/reading?
 (May require working w/ brand planners)

– Place ads, promotions, guerilla where
target will see them
– You are our connection to the target!
Media Responsibilities

Media planning
– Determine appropriate media vehicles to
reach target marketing.
– May work some with brand planners

Guerilla– Unusual places & ways to communicate
– Will work with brand planners and/or
creative
Media Responsibilities

Promotions (with Account & Promotional
managers)
– “Short term inducement of value…”

PR (with Account & Promotional managers)
– “Free”
– May be related to the above…

Budgeting (A huge deal…there will be some
numbers involved…)
Media Tools
(see the Boot Camp)

Software/Datasets

–
–
–
–
– Simmons
– SRDS

Free websites
Paper copies in my office
and possibly the library

MRIplus.com
Mediamanager.com
Sandboxexchange.com
Tvradioworld.com
Media kits
Media Responsibilities

What can you be doing now/soon?
– Learn how the software works
– What will our budget buy you?

Understand the budget…
– Media usage of product users

Find those 13-17 year olds
– Also ID baked-in media biases for this industry
– Start thinking about guerilla & promotions



Where is the target market?
What kinds of promotions are used to target them now?
Later?
– Really, really hard core
Media Responsibilities


Presentation about media ideas
Multiple revisions as details are added
Creative Responsibilities:
Kristin, Laura, Adam, Ryan, Enrique,
Elizabeth

AD and copywriters will be paired up
– Generate ad campaign based on
consumer insight, accounting for client
requirements


Each of the three teams will pitch to
the class.
Class will pick a campaign
– Note…
Creative Responsibilities

Later
– After Spring break will be production
mode – you will be able to grab help

Now
– Be helpful

Planners and research
– Learn software (seriously – if you don’t
know the software learn it)
A note on deadlines…
Account Managers
Feb 1
2 weeks
2 weeks
Brand Planners
Feb 15
2 weeks
Media
Feb 22
2 week
Creative
Mar 1
4 weeks
Plans Book
4/1/05
“Responsibilities” and
Course Material

A caveat…
– Never finished
– Value of working with other groups
– Goal:


Beat other agencies
NOT beat each other.
– Importance of Mature…


–
Response to comments/criticism
Comments/criticism
(Grades)
A note on research
(that doesn’t really fit in anywhere else…)

Don’t just Google
– And I’m not just saying that b/c Yahoo is
the client…

How’s this for an idea…
– Research in the library…
Expanded Academic
 ABI Inform

Massive
Overlap…
Reading List…

Account Managers

– Eating the Big Fish
– Under the Radar
– Permission Marketing

–
–
–
–
Media Planners
– Attention! (How to
Interrupt, Yell, Whisper,
and Touch Consumers…)
– Media Planning: A Practical
Guide
– Essentials of Media
Planning
Brand Planners

Truth Lies & Advertising
Qualitative Research
Under the Radar
Hitting the Sweet Spot
Creative
– Hey Whipple, Squeeze This
– Cutting Edge Advertising
– Disruption/ Beyond
Disruption
– Unleashing the idea virus
Book Summary due Thurs January 20, 2005
Oh and a few cool things
in the works…





Emma Gilding’s research workshop – Emma
is an video ethnographer from Ogilvy in NYC
– Fri Jan 28
Tom Lamb – Sr. VP of Account Services at
McCann Erickson - TBD
Brad Youtz – Senior Media Planner at
Harmelin Media – Tues Feb 8
The IDEA BOX…..
And I am still working…
Questions?

Now here is what you need to work on
over the Christmas holiday (sorry is
the nature of the game…)