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THE

Planners
TEMPLATE
julian cole
Head of Comms Planning, BBH

ugly slides be gone


Ugly slides, it is what we do best as Planners!
The following is a presentation template which includes 27 of the
most commonly used planner slides. Download the keynote or
powerpoint by tweeting/facebooking the below links and
strategize to your hearts content!
Julian Cole
Head of Comms Planning, BBH
@juliancole

keynote version

powerpoint version

pay with a tweet to download

pay with a tweet to download

THE

Planners
TEMPLATE
your name here
COMPANY NAME

todays meeting
- Our Process
- Recap the brief
- Cultural, Product and Consumer Truth
- Strategy
- Creative Idea
- Campaign Architecture
- Campaign elements
- KPIs
- Next Steps

but the real request is to help launch the new

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in north america focusing on 17-28 year olds

what we have been up to


RECEIVED
YOUR
BRIEF

QUAL AND
QUANT
RESEARCH

CREATIVE
BRIEF

CREATIVE
CONCEPTING

CAMPAIGN
ARCHITECTURE

KPIS

key
Insight
slides

women think that


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bar graph chart


124

120

Aug

Sept

100
85
33

40

10
Mar

Apr

May

Jun

Jul

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pie chart

79% lorem ipsum dolor sit


amet, consectetuer adipiscing
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79%

our target audience - cool dads


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mazim placerat facer possim assum.

CONSUMER TRUTH
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adipiscing elit. Fusce neque orci, consectetur eget vitae,
neque orci, consvestibulum vel magna.

CULTURAL TRUTH
Lorem ipsum culture dolor sit amet, consectetur
adipiscing elit. Fusce neque orci, consectetur eget
vitae, neque orci, consvestibulum vel magna.

PRODUCT TRUTH
Lorem ipsum product dolor sit amet,
consectetur adipiscing elit. Fusce
neque orci,

PRODUCT TRUTH

Lorem ipsum consumer dolor sit


amet, consectetur adipiscing elit.
Fusce neque orci, consectetur
eget vitae, neque orci,
consvestibulum vel magna.

CULTURAL TRUTH
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amet, consectetur adipiscing elit.
Fusce neque orci, consectetur
eget vitae, neque orci,
consvestibulum vel magna.

STRATEGY

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consectetur adipiscing elit.
Fusce neque.

CONSUMER TRUTH
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amet, consectetur adipiscing elit.
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eget vitae, neque orci,
consvestibulum vel magna.

key
visual
slides

key visual slide


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vel magna. eget vitae, neque
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vulputate velit esse molestie
consequat, vel illum dolore eu
feugiat nulla.

key visual slide 2


vitae, neque orci,
consvestibulum
vel magna. lorem
ipsum eget vitae,

comms planning slides

comms eco system

Magazine Ads

TV Commercial

Search

Responsive Brand Site

Social Links and Email Database

Radio

Video and Blog Content

consumer journey

www.
Search
Consumer A
1st interaction

Consumer A
2nd interaction

Brand Site

Retargeted Banner Ad

Exit
Site
Shares
via Facebook

Retargeting
Database

channel matrix
high engagement

WOM

Mobile

low interest

high interest

Blog

TV
Newspaper

Radio
Billboard

low engagement

icons library

CAMPAIGN ROLL OUT


AUG

SEP

OCT

NOV

DEC

JAN

TV/CINEMA

TASK 1
ESTABLISH

PRINT/OUTDOOR
FACEBOOK/TWITTER
RICH AND FLASH BANNERS

TASK 2
ADD VALUE

DIGITAL HUB/FOURSQUARE
RETAIL PRODUCTS

TASK 3
INVITE

BAR ACTIVATION
IN STORE ACTIVATION

CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM

POSITIONING

CAMPAIGN IDEA

BARRIER

BARRIER

BARRIER

COMMS
TASK 1

COMMS
TASK 2

COMMS
TASK 3

TACTICS

TACTICS

TACTICS

CAMPAIGN ECO-SYSTEM
TV/CINEMA

PRINT/
OUTDOOR

BANNERS
(RICH AND
FLASH)

SEARCH

DIGITAL HUB
FACEBOOK/
TWITTER

TYPE OF LINK
IN-BAR
ACTIVATIONS

INSTORE
ACTIVATIONS

INDIRECT
DIRECT

COMMS BARRIER
THE TARGET DOESNT
KNOW WHAT AFTER
HOURS ATHLETES
MEANS

COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA

COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE

COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES

TACTICS
TV/CINEMA
PRINT/OUTDOOR
INSTORE

TACTICS
PRODUCT LINE
DIGITAL HUB

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

TACTICS
BAR ACTIVATIONS
INSTORE ACTIVATIONS
DIGITAL HUB

KEY PERFORMANCE INDICATORS

kpi slide

awareness

consideration

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1,200,000 IMPs
456,000 site visits
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2,000,000 Youtube
45% key image
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attributenibh
Search Volume
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increase 24%

preference

purchase

retention

24% store traffic

1,321 Sales

152% Email Subs

56% purchase
intention

2,000,000 Youtube
views

332 Loyalty
Members

Search Volume
increase 24%

GOAL FOR DIGITAL HUB


METRIC FOR SUCCESS
C
SALES GROWTH

PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS
KEY IMAGE ATTRIBUTES
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME

TARGET

ACTUAL

8%

10.4%

52%

66%

52%/46%

42%/66%

1,400,000

1,568,120

2:20

1:45

75%/60%

86%/76%

20%+

25%

COMMS TASKS - ADD VALUE


DIGITAL HUB

VISITS TO THE SITE

TIME ON SITE
EXIT POLL ON SITE
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
EXIT POLL ON SITE
ADDS VALUE TO MY NIGHT OUT VS.
CONTROL

shout outs & download


Special thanks to the following legends for slide inspiration
Bud Caddell
Liane Siebenhaar
Rebekah Cancino
Also to Improve Presentation for the template idea
LostType for the great fonts

The Noun Project for the awesome icons

keynote version

powerpoint version

pay with a tweet to download

pay with a tweet to download