1. Media big idea – The organizing idea which is rooted in the strategy. All elements in the comms plan ought to lead back to this central notion.
Think of the big idea as that which expresses the identified need that ought to be satisfied by a brand. It is the launchpad which all channels of a campaign share in common – something we’d like to resonate with the target audience.
A simple example of a big idea: Motivate millennials.
2. Media architecture – The mapping of the consumer journey – matching and explaining the role of each channel across each stage.
3. Media mix – The allocation of budget across media channels. It’s determined by assessing consumer behavior (media consumption), past channel performance,
4. Plan snapshot – Gives a high level view of the channel plan. Recommendations are guided by brand moments, launches, seasonality, trends, competition and opportunity.
5. Ecosystem – The complete view of the brand’s interactions with consumers across implemented media channels. This overview presents how the typical consumer is driven on their customer journey. As strategy evolves, the ecosystem will follow suit.