VIViD REACH I INSPIRE I INFLUENCE I ACTIVATE CONTEMPORARY COMMUNICATIONS
THE BRIEFING
THE BRIEFING
What should you expect, and how should you brief us?
PHOTO CREDIT: BEAN BODY
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WE’RE CHANGING THE RULES OF ENGAGEMENT THE AGENCY BRIEFING Before we become a part of your team, we work through our standard briefing process with you. We do this because many brands we meet are frustrated with previous or incumbent agencies, as they don’t feel they achieved what was expected or required. Also, we’re aware that some clients do not always know what they want or what to expect, and they don’t always define what success looks like. We want to change that by helping you to define your aims and expectations. When we know what you need and on what basis we will be evaluated, we tailor campaigns, tactics and activities towards meeting your requirements. It’s fairly straight forward…it’s about identifying, understanding and managing your expectations. To start how we mean to go on, we ensure we have what we need to deliver positive, and agreed, outcomes. Delivering value and achieving results are meaningless soundbites unless our endeavours are aligned to your business objectives, and our performance is evaluated against measurable milestones and KPIs*. * Key Performance Indicators
PHOTO CREDIT: ALFA ITALIA
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THE BRIEF 1. DISCOVERY & KPIs First we need to know your brand intimately and connect with the people we will be working with. Tell us your story and heritage, the present situation and your future goals and ambitions. Where are you now? What is your direction of travel? What do need to achieve and by when? When we’ve established vital information about your brand and USP’s, and we have a feel for your service requirement, we set about agreeing milestones and KPIs. In other words, what does success look like to you and what’s important? For example, if social media is part of your brief, is success measured by the number of fans and followers, content reach, community growth, post engagement and/or post actions? Is success determined by the quantity or quality of content, or social marketing performance? And what measurements can we attach to these aims to give us a strategic focus? KPIs are reached using SMART objectives i.e. Specific, Measurable, Achievable, Realistic and Timed. This process is indicated below. ~ SPECIFIC: We set KPIs (Key Performance Indicators) for targeting purposes ~ MEASURABLE: Strategies will be focussed on achieving these aims and measuring progress using analytics and reporting tools ~ ACHIEVABLE: We need to ensure your aims are achievable. We advise on what needs to happen to succeed, and how this needs to be resourced. If this leads to a position where we feel the aim is not achievable or more could be achieved, we’ll review your expectations and agree new benchmarks ~ REALISTIC: Taking all circumstances into account - the marketing environment, competition and your resource capability - are your objectives and expectations realistic and aligned to your investment? ~ TIME: Over what period will your aims need to be achieved?
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THE BRIEF 2. STRATEGY & PLANNING When we know as much as there is to know, and what your investment capability is, the process of designing your strategy and plan begins. At this stage, campaign directions and tactics are presented. These are designed to accentuate the personality, values and USPs of your brand, and to engage, inspire and influence key audiences. At the same time, activities are focussed on achieving the KPIs we have identified. Your plan may feature press and media relations, social media and a digital plan. It may also incorporate events, ambassador programs, photo shoots and video. Graphic and digital design for social media content, as well as investment for sponsored content and social marketing may also be recommended. Whatever direction we take, the eventual activity scope will always reflect the aims, KPIs and investment identified at the start.
3. IMPLEMENTATION On approval of the strategy and plan, we implement the programs we have agreed with you. Although we advocate an integrated approach, the emphasis may focus on one or more campaign aspects e.g. press and media relations, social media activity, blogger outreach or digital. All activities are undertaken with your full approval and ongoing evaluation is provided.
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THE BRIEF 4. EVALUATION We use the most advanced media tools, evaluation products and reporting software, as well as social media and digital platform analytics. The great thing is media coverage and all online, digital and social media content can be monitored and evaluated for reach and engagement. We share this intelligence with you to measure the effectiveness of the activities and programs we manage for you and decide what comes next.
5. EVOLUTION Brand communications, PR, social media and digital communications are vital assets that should be integral to your ongoing business development strategy. Of course short campaigns and promotions can be launched, but as you need to compete for awareness, and continually inspire and influence audiences to keep your proposition front of mind, communications is never a done deal. Your brand evolves, trade and consumer audiences continually change, and the press, social media and digital landscape continually mutates and advances. We play the long game, not the short gain.
PHOTO CREDIT: BROOKWORTH HOMES
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VIViD SAY HELLO TO US…
WE LIVE AT: Claygate House, Littleworth Road Claygate, Esher, Surrey KT10 9PN UK Call: + (0) 1372 476 362/3 Email: info@vividpr.co.uk
PHOTO CREDIT: ALFA ITALIA
© 2018 Vivid Public Relations Ltd. Important notice: All rights reserved. The information, service design and content contained in this presentation is copyright of and remains the intellectual property of Vivid Public Relations Ltd. It is private and confidential information designed for the attention and sole use of the recipient. It is not to be passed on in whole or in part to any third party or organisation without prior written consent, with the exception of individuals within the recipient’s own organisation that may have a direct interest and decision making role in the commissioning of Vivid’s services. Contact us on 01372 476 365 or email info@vividpr.co.uk for more information.