Advanced Media Strategy @ The Enterprise Level

1

Introduction to Session and Instructor

:10M

• Session Objectives/Participant Goals

2

Your Role and Responsibility --Understanding Your Internal and External Organization and how it Positively and Negatively Impacts Outcomes of Planning Process

:40M

• Not just good media plans
• Level setting where your organization is and understanding what dynamics aid or impede positive outcomes
• What works well and why
• Proactive role you must play as stakeholder in improving and changing your company’s media
• Developing a plan to broaden positive and alter suboptimal dynamics

Exercise: Small groups identify common issues that undermine planning process.  Groups work to identify solutions.  Group discussion

3

The Marketer’s Responsibility

:40M

• Elevating the Media Briefing Process
• Your role in establishing excellence
• What good briefing looks and sounds
• How sharply defined strategy impacts what comes back from the agency for planning inputs:

                     -competitive

                      -target

                      -geography/seasonality

                      -defining role of online/offline

                      -communication goals

                      -creative considerations

4

Todays Media Environment and How to Determine What Should be Important to You

:20M

• Staying current on media trends and developing a strategy on how to evolve media for your brand/service
• Defining where your brands should be on the “Media Innovation Continuum”
• Using the “Media Innovation Continuum” and your strategy as a litmus test for when jumping into the newest media makes sense for you
• Identifying areas of focus in media where advancements should be enterprise wide and have “game/changing/competitive advantage” capability

5

Developing a Measurement Plan Approach for your Organization

:20M

• Data does not make a measurement plan
• Identifying measurements required.  Ways to identify what you don’t know but need to know
• Connecting the dots between commonly used measurement tools within your organization -- Having a seat at the table for all advertising related company measurement issues
• Putting a plan in place before the initiative starts

6

Digital Media Landscape

:30M

• Understanding the landscape
• Determining and prioritizing how paid, owned and earned matter to your brands
• Determining how tactics and digital disciplines within owned, earned and paid buckets matter to your brand
• Dimensions and development of a social media strategy
• Organizational readiness to develop and implement, it’s not an afterthought

 7

Application to the Real World

:20M

• Key Takeaways
• Turning workshop into framework to build and evaluate personal and departmental performance objectives
• Q & A/Discussion