Planning Process for Effective Marketing Communications
(Introduction to SPI's 'Symphony' Approach: Part 5 of 5)

Through the previous four articles, we have explained how to generate strategic ideas by means of various data analyses and deep insight into the brand/target using several formats.

The '5W2H' strategy, central to SPI's 'Symphony' marketing communication development process, provides accountability for investments and creativity to marketing communication. And it also directly links with creative development and media planning.

In this last article of the series, we would like to present two, final outputs which cover the output from the whole Symphony process.

'Synopsis'

Marketing communication activities are developed in a very complicated way in accordance with past activities and results, experience, and a hypothesis of their effects. SPI has prepared a strategic description format/diagram which we use for all sorts of information about communication channels, a brand's attributes and consumers'mind/action processes. It is very useful for stakeholders so as to clarify the objectives of each activity, make a consensus for the entire strategy, and use for evaluation at the implementation stage.

SPI's format, called 'Synopsis' is like a 'bird's-eye view' of the communication strategy, and it can help with checking KPI and the strategic scenario at a quick glance.

 

For the example above, you can see the roles, the expected effects, and the importance of each activity so as to secure the final business goal using several descriptive diagram symbols. This chart can be used for post-campaign analysis. You can verify what did/did not work, as well as any differences from what was forecasted in the planning stage.

Also seen in the above diagram, is that we use a 'broken line' descriptor to designate hypothetical things/relationships at the time. Using this expression, we can bring research subjects into consideration, as well as challenge new activities that are not restricted by past activities.

'5W2H'matrix

Next, a 5W2H matrix is made for use as the final strategy summary. In consideration of the whole Symphony process, 5W2H scenarios are developed for each strategic factor, relationships between them, creative opportunity and business accountability. Using the interim formats sort of as a strategic check list, workshop session may be very effective for this summarizing work.

Note that 5W2H is not limited to just one scenario. A single 5W2H might not be enough for the current complicated situation from the viewpoints of various target audience segments and as a result of media diversification. The name 'Symphony'indicates that we need to clarify both the main and the supporting communication scenarios.

 

Next steps/Strategy brief

In order to realize the 'synergy effects' between creative development and media planning, a unified brief (i.e., strategy) should be shared amongst both functions.

Even if the media-mix plan will be more diversified, or multiple creative versions are developed, these can still be regarded as effective executions if they are generated from same 5W2H framework and having strategic consistency.

Up to this point, we have fully explained SPI's strategic planning process, 'Symphony'. We would be pleased if you can grasp the concept of 'balanced thinking'between logic and ideas. In others words, the 'left-brain'and 'right-brain'thinking that goes into generating an effective strategy.

Of course, this process can be customized to match each client's unique situation, and it does not necessarily have to be an all encompassing. This process could be used as a supporting function for your current strategic planning approach.

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SPI has been contributing to the improvement of ROI of marketing communication for many clients using our advanced analytics and consulting services for over a decade now. In the future, we would like to further help clients succeed in their businesses with in-depth insight into their brands/consumers/opportunities for effective communication, which is possible from this Symphony process and our objective approach to project facilitation.

Finally, we plan to continuously update this process/service. And if you have any questions, please do not hesitate to contact us.

Author: Mr. Keiichi Ozawa, Director

Please contact us with questions or for more detailed information.
spiindex@spi-consultants.net