In order to meet the needs of the ever-evolving media landscape in which what consumers say about brands is as important to brand equity as what brands say about themselves, Kaplow has developed the Kaplow Holistic Planning Process.
The holistic planning process allows our internal teams and clients to develop strategic communication programs together that will inspire change, fulfill brand goals and deliver results. This way of 360 degree planning consists of eight steps, from objective to reporting including:
1. Objective: WHAT change does the brand want to create?
2. Measures: HOW will we be able to measure this change?
3. Targets: WHO is the target audience(s) of the brand?
4. Motivations: WHY does each audience do what it does today?
5. Insights: WHAT will convince the brand’s audience to change their behavior?
6. Idea: WHAT is the overarching communication idea?
7. Program: HOW will we convey this idea to the brand’s audience?
8. Reporting: HOW will we know if our program is working?
With the ever-changing media landscape, it’s important for us to take a step back and first understand the target audiences that we’re dealing with – who are our targets and what motivates them? Then, we need to communicate with them in an effective way, ultimately motivating them to take action.
At the end of the day, we all want to see great placements that move the needle for our brands. However, we just don’t want any results; we want credible results that are aligned with clear objectives and meet certain needs. Rather than simply planning for media “hits” throughout the year, it’s important that we are reaching the best audience for our brands and creating ongoing, meaningful conversations.
A successful program should communicate one effective idea holistically across both traditional and digital channels, creating change in our target audiences. True holistic campaigns go far beyond what is currently called “integrated marketing.” They communicate a powerful insight-driven idea seamlessly across multiple channels in a way that makes each individual channel incredibly more powerful. One of my favorite examples of this is the Gatorade Replay campaign – I dare you to watch the video and tell me you aren’t inspired.
This planning process is allowing us to develop programs for our clients that are designed to succeed in this new world of media and drive serious business results.
What is your agency doing differently to approach the evolving brand-media-consumer landscape? Please share your thoughts in the comments.