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STRATEGY AND PLANNING FOR EFFECTIVE MARKETING

This e-book aims to clarify some aspects of strategy and planning as it applies
to marketing communications.

It is a practical guide useful to marketers who want to understand the planning
process better or make their communications more effective.


DIGITAL DOWNLOAD 
STRATEGY AND PLANNING GUIDE




“PLANS ARE WORTHLESS, BUT PLANNING IS EVERYTHING.”



 


FIRST PRINCIPLES

This chapter lays out the broad principles and a simple step-by-step approach
that takes you from a ‘client brief’ to an ‘internal brief’ you can use with an
agency or internal team tasked with solving a communications problem.




OBJECTIVES

Are you sure you know what you’re doing? In this chapter, we will look at
objectives. The first question to ask yourself when looking at a new brief is:
Is the objective clear?




BRAND & PRODUCT

Is the brand or product clear? In this chapter, we will take a look at brand and
product. Once you have clarified your objective, you need to define what your
campaign is selling.

 




AUDIENCE

Is the audience clear? This chapter explains how to tackle and define audiences.




CONTEXT

Is the context clear? Context provides essential information about the audience,
environment, and circumstances that shape the meaning and impact of your
campaign.




INSIGHTS

Is there an insight? In this chapter, we explore what an insight is and how to
build it into a proposition.




INTERNAL BRIEF

Is there an internal brief? “When forced to work within a strict framework, the
imagination is taxed to its utmost – and will produce its richest ideas. Given
total freedom, the work is likely to sprawl.” - TS Eliot




We hope you enjoy the series, please feel free to message Mark, our strategy
partner and MD, directly with your thoughts and comments by getting in touch.

Get in touch.


ABOUT NUCCO

We are communication experts that change behaviour and perspectives. Working
with corporations such as McKinsey and UBS, we use insight-led creative to
create digital campaigns and content for advertising, marketing and internal
communications.

Learn more >>



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