Campaign Planning™
Overview
Campaign Planning™ is a collaborative process that creates a strategy for building or refining a brand. It works by breaking down an organization into 12 categories—ranging from Points of Uniqueness to understanding all revenue opportunities—and then articulating the messaging in a way that’s most relevant to the consumer. This process produces a new brand positioning, messaging architecture and subsequent media/creative strategies that will serve as a roadmap for marketing, advertising, public relations, social media and most customer outreach efforts. Organizations of all sizes have engaged the Campaign Planning™ process since 2008.
How it works
Drake Cooper meets with leaders of the organization to understand their marketing challenges and desires. The agency then assembles a tailored team, typically involving brand strategists, brand managers, writers and designers. The organization also assembles a tailored team, typically involving division leaders and marketing teams. The two teams work collaboratively through a series of strategy worksessions and agency deliverables to thoroughly understand the brand opportunities and arrive at a new positioning. One senior leader at Drake Cooper is placed in charge and guides both teams.
Levels & Timing
Tier 1: Positioning Refinement Worksession
Worksession(s) with the Drake Cooper team to explore brand opportunities.
TIMING: Half day - two full days.
Tier 2: Campaign Planning™: Brand Strategy
Full positioning language and messaging architecture. If necessary, lead the development of any primary quantitative or qualitative research.
TIMING: 60 – 90 days (could be longer if outside research is deemed necessary)
Tier 3: Campaign Planning™: Brand Strategy + Creative
All Brand Strategy deliverables from Tier 2 plus new creative look & feel (this could include brand identity, advertising, design, websites, etc.)
TIMING: 90 – 120 days
