#inspiringminds
Alan McGarrie Head of UK Marketing Services Tennent’s
An agile planning process Planned Anticipated Reactive
An agile planning process Planned Anticipated Reactive
An agile planning process Planned Anticipated Reactive
CONTENT
OUTDOOR SOCIAL ACTIVATIONS
ON-TRADE
OFF-TRADE
ADVOCACY
An agile planning process Planned Anticipated Reactive
An agile planning process Planned Anticipated Reactive
An agile planning process Planned Anticipated Reactive
Integrated Comms Wherever Possible
Integrated Comms Wherever Possible
Integrated Comms Wherever Possible
Set yourself up to be agile
Set yourself up to be agile
Set yourself up to be agile
In Summary… •
Adopt your own individual style to planning
•
Become consumer obsessed and plan accordingly!
•
Set yourself up to be agile!
#inspiringminds
Gillian Wylie Group Account Director Frame
Strategic encounters in agency account planning
Today’s chat • Good old fundamentals, swish new tools • Tomorrow’s planning • The benefits of planning for client / agency relationships
Good old fundamentals, swish new tools
Why do we have planning? ‘To combine consumer research and insights to create more effective, creative advertising.’
Great strategies have one thing in common:
a deep understanding of what motivates their target audience
And that deep understanding is what drives
big ideas that work
Knowing how those ideas work needs
effectiveness planning from the start
The fundamentals of the early days are as relevant now
It’s about being the voice of the consumer
Being curious about what makes people act and think the way they do
Understanding that what people say is not necessarily what they believe or do
Being an eclectic user of information, drawing on all possible sources rather than just the most recent
Being able to clearly identify problems and examine them from different perspectives without losing sight of the big picture
Accepting nothing at face value, challenging assumptions until the whole picture makes sense
Chiat\Day NY 1980s Acc Planner Job Description
Intellectually curious people able to distil complex thoughts into actionable human insights
Warc, the future of strategy report 2017
While the fundamentals are true, the tools we have now are radically different.
Ethnography Digital diaries
Anthropology
Trend spotting
Psychology
Futurology
Focus groups Tracking studies
Big data Neuroscience Behaviourial economics
Digital forensics
Online reviews Demographics Social tracking
Tomorrow’s planning
Data gives us information. It doesn’t give us understanding
Understanding what people say is not necessarily what they believe or do applies to the digital world as much as it does focus groups
Efficiency does not always equal effectiveness
Things may be more complex, but it’s still about building deep audience understanding to then lay the foundations for big ideas that work
The benefits of planning for client/agency relationships
Longer term working relationships, stronger trust and longer term brand building
Better, more effective work
Better ways to bring ideas to life
Not everything which can be counted counts and not everything which counts can Better, more effective work be counted.
Thank you.
#inspiringminds
Gregor Urquhart Heads of Smarter & Fairer Marketing Team Katherine McIsaac Senior Strategy and Insight Manager Scottish Government
• GREGOR URQUHART, HEAD OF SMARTER & FAIRER MARKETING • KATHERINE MCISAAC STRATEGY & INSIGHT LEAD
Learnings for the future
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A MATCH MADE IN HEAVEN?
• Internal review of processes in 2015 i. Ensure we put audiences first & identify cross-cutting opportunities ii. Focus on opportunities for join-up and collaboration across the whole of Comms iii. Provide support for strategic campaign planning and evaluation in Marketing • Led to the creation of the in-house equivalent of an agency planning function • In August 2015 the Strategy and Insight team was born! 80
A MATCH MADE IN HEAVEN?
• After an initial pilot, the team was made permanent: • Now 4 members • Each with their own areas of expertise • Each assigned to different marketing teams • We are a living example of how this works in the Smarter and Fairer marketing team
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THE BENEFITS OF OUR COMBINED TEAM
• Wider in-house expertise • Not just marketing and digital experts • Also behaviour change, PR, qualitative and quantitative research experts • Allows us to play to our strengths • Our campaigns are evidence based and fully evaluated: an approach designed to stand up to scrutiny
With the aim of being the best team in Scotland and to produce the most effective marketing campaigns in the world
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INTRODUCING… SUSSED
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SUSSED IN PRACTICE: EARLY LEARNING AND CHILDCARE RECRUITMENT
SCOPING • Extension of free ELC hours from 600 hours to 1140 per year • “There is no doubt whatsoever that the expansion of childcare will be our most important infrastructure project of this parliament - it will help parents, particularly mothers, into work and it will be a transformational investment in the life chances of our children.” FM, 25/05/16 • Requirement to recruit up to 11,000 practitioners by 2020 • A marketing campaign is one element of this recruitment drive
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SUSSED IN PRACTICE: EARLY LEARNING AND CHILDCARE RECRUITMENT
UNDERSTANDING AND RESEARCH
• First step was to review existing research and commission fresh research where needed • In this case, we carried out qualitative and quantitative insight gathering research
Online survey with 989 BC1C2D adults in Scotland aged 18-64, helping to define sample for qualitative stage (40 in-depth interviews)*
• This helped us to define the target audience and identify message territories likely to motivate a response
*Research carried out by Kantar TNS
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RESEARCH IDENTIFIED PARENTS AND CAREER SEEKERS AS HAVING GREATEST POTENTIAL TO BE CONVERTED BY THE CAMPAIGN
UNDERSTANDING AND RESEARCH Parents
Career seekers
Empty nesters
Unlikely changers
% of total sample
24%
15%
39%
29%
CONVERSION %:
53%
42%
15%
25%
13%
6%
6%
7%
Likely / might change AND likely / might consider ELCC (% of total sample)
Most potential for a campaign
Least potential for a campaign
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RESEARCH SUGGESTED THAT THE CAMPAIGN NEEDED TO ILLUSTRATE THE PUSH AND PULL FACTORS INVOLVED IN THE DECISION
UNDERSTANDING AND RESEARCH
Act as a reminder and means of nudging the audience
Why do I want to change or return?
Reinforce current inertia / dissatisfaction / conditions
ELC already in my consideration set
Activate the emotional triggers
Activate functional triggers
Demonstrate job satisfaction Worthwhile and rewarding Variety and fun
Accessible / achievable But a ‘good’ career Decent salary and hours
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SUSSED IN PRACTICE: EARLY LEARNING AND CHILDCARE RECRUITMENT
SMART OBJECTIVES RESEARCH
• Marketing brief was then developed – jointly by Marketing and Strategy & Insight • SMART objectives form one key part of this • We have objectives with specific targets to cover: • Campaign awareness • Motivation • Perceptions of suitability of ELC as a career • Consideration • Marketing brief also outlines how these will be measured 89
SUSSED IN PRACTICE: EARLY LEARNING AND CHILDCARE RECRUITMENT
STRATEGY AND IDEA • Organising thought: Give & Receive • Creative testing • Salary / training – satisfy, but don’t lead • Worthwhile - making a difference BUT not all about emotion • Variety, creativity, every day is different > FUN • Draw comparisons with alternative careers (politely) • Gender / ethnicity balance
90
SUSSED IN PRACTICE: EARLY LEARNING AND CHILDCARE RECRUITMENT
STRATEGY AND IDEA • Multi-agency approach • “Lead” creative agency • Research • Media: multi-channel > TV, digital, outdoor • PR: case study-led, collaboration with SG comms • Field & Partnership • “And the pay is better than you might think”
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SUSSED IN PRACTICE: EARLY LEARNING AND CHILDCARE RECRUITMENT
EXECUTE
“A JOB AND A JOY” 92
SUSSED IN PRACTICE: EARLY LEARNING AND CHILDCARE RECRUITMENT
DEBRIEF OF EVALUATION
• Pre and post campaign tracking is being conducted by an independent research agency: pre-wave currently in Field • Online survey with target audience of 22-44 year old BC1C2D parents and career seekers • It will be evaluated against original objectives • Results presented by agency and all agency wash-up follows to identify: • What worked/what didn’t • Areas for improvement • Specific or more generic learnings for future campaigns 96
LEARNINGS
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Learnings for the future
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• GREGOR URQUHART, HEAD OF SMARTER & FAIRER MARKETING • KATHERINE MCISAAC STRATEGY & INSIGHT LEAD
#inspiringminds
FEEL FREE TO STAY AND CHAT TO OUR SPEAKERS
21 J COR UNE EDI N EXCH N BU ANG RG E, H
Enter the awards that recognise good stories, well told.
starawards.marketingsociety.com
INSPIRING CREATIVITY When: 13 September 2018 4pm – 6pm Where: University of Edinburgh Business School Speakers confirmed so far: • Rod Gillies, Whyte & Mackay • Mark Gorman, Think Hard