Strategic communication planning 1/9. A series of presentations tutorial to learn how to plan for communication. Download all the decks at https://www.yawp.agency/private-access https://www.linkedin.com/company/26586622/admin/ https://www.linkedin.com/in/massimilianolafranca/

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Developing COMMUNICATION
Section 1

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The structure of this document
Developing communication is arguably one of the most complex and, at the same time, most important activities that
marketers will have to do over the course of their career, whether working on existing products or new ones.
For this reason this document is quite complex and made of several building blocks. In order to simplify we have
divided it in a series of sections that you will be able to download and read separately.
• SECTION 1: Background and big picture.
• SECTION 2: Introduction to the communication approach
and the standard brief.
• SECTION 3: Setting objectives – brand task, marketing
objectives and communication objectives.
• SECTION 4: Target and consumer insight
• SECTION 5: Key message and communication concept
• SECTION 6: Ideas and executions
• SECTION 7: The response model
• SECTION 8: Communication channels
• SECTION 9: Offline – Online – Onground

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SECTION 1: BACKGROUND
AND THE BIG PICTURE

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people
marketersagencies
Stakeholders
• First of all, let’s start from the stakeholders…who does play
this game?
• People are of course the main target of any communication
activity.
• Those activities are briefed and supervised by marketers
as one of the most important leverages of their marketing
mix.
• However marketers can’t be specialised in everything,
from planning communication to actually shooting a TVC.
For this purpose they use agencies who are specialised in
different fields, from planning to media buying.

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Marketers
MD
Production Marketing
Brand manager
Brand manager
(…)
Mktg services
Sales
Trade marketing
Finance R&D HR
• Market Researches: Trends, Needs and
Motivations, Market segmentation
• Marketing mix development
• Innovation
• Communication
• Pricing strategies
• Positioning
• Pack design
• Agency management
• Support to sales
people
marketersagencies

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people
marketersagencies
Agencies
Deliver specific services according to the nature
of the agency:
• Researches
• Advertising
• Media planning and buying
• Web solutions
• PR and influence plans
• Packaging design

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President
Client
services
Planning Creative Digital Production Finance HR
The typical creative agency
Manage clients and
supervise the projects
Define communication
strategies and researches
Develop actual executions
Develop web solutions and
integrate
Responsible for
actual production
(ex. shooting)

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The big picture

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The top line overview (1/2)
The process of developing communicationusually starts on the input of the marketing teams (brand
managers, product managers, “mar-com”) where they realise there’s a need to address with
communication a specific opportunityor a problem.
Marketers will kick off the process through a briefing session in order to clarify what to do for the agencies
(and for themselves).
The briefing is a crucial session where all major stakeholders are invited and where the “brief” is shared.

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Brief
Planning
strategy
Develop
creativity
Executions
Evaluation of
effectiveness
Brief from marketing to
client services (C.S.)
Planners to understand the
brief and develop creative
brief
Planners and C.S. to brief creative team.
Creative team to develop executions – Planners to work
on strategy
Agency presents to client
Client and Planners to evaluate
and understand
From brief to evaluation

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The top line overview (2/2)
Once agencies receive the brief - the document that summarises all key information - they start working
developing their communication strategies. At this stage Account Managers and Planners are driving the
project.
Strategies are shared with creative teams who start developing their creative ideas.
Once the agency is ready, communication strategies and creative works are presented to client. Usually
this is a process that requires some time and many iterations before creative work is approved.
Once received green light from client, the work gets produced and put “on-air” through the selected media
channels.
Last step is to evaluate the effectiveness of the work to achieve its objectives in order to learn and
eventually to adjust the creative work.
It’s a long and complicated process that requires many parties involved and lot of efforts…

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www.yawp.agency
info@yawp.agency
YAWP - MASSIMILIANO LA
FRANCA DISCLAIMER: the material in the slides has been collected from different
sources and curated by the author for training purposes. I don’t own
copyrights and there’s no intention to infringe any third party right.