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THE FRAMEWORK

FACTORY

PLANNING DIRTY

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A strategist’s value is not in making frameworks

but the material that goes on the canvas.

Here’s 20 frameworks to inspire and save you time

Julian Cole

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Sign up to the Planning Dirty newsletter for more tools and resources.

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OFF THE LINE

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PHASE 1

PHASE 2

PHASE 3

PHASE 4

IMAGE

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IMAGE

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AFTERSHOCK

STEP 1

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STEP 2

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STEP 3

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STEP 4

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STEP 5

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STEP 6

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STEP 7

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CIRCLE OF LIFE

TASK 1

TASK 2

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LOREM IPSUM

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LOREM IPSUM

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VENN DIAGRAM

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APP DOWNLOAD

PERFORMANCE

MEDIA 1

MEDIA 4

MEDIA 3

MEDIA 2

GEAR AND COGS

OFFER 1

OFFER 2

OFFER 3

BRAND BUILDING

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SITE

MEDIA 1

MEDIA 4

MEDIA 3

MEDIA 2

TWO SIDES

ONE SIDE OF THE SITE

OTHER SIDE OF THE SITE

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ECOSYSTEM

FB VIDEO

REACTION RESPONSE

ACTIVATION

DIGITAL EXTENSION

YOUTUBE

FB PARTNERSHIP

POP CULTURE INFLUENCERS

SEARCH

HYBRID GIFS CONTENT

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BREADCRUMBS

STEP 1

STEP 2

STEP 3

BIG STEP

STEP 5

STEP 6

STEP 7

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UNILAD

VOX MEDIA

200

PANDORA

FACEBOOK

WIKIPEDIA

100

COMPLEX

UBISOFT

AMAZON

DAILYSNARK

IMGUR

WORLDSTAR

ESPN

SOUNDCLOUD

TWITCH.TV

SOLAR SYSTEM

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RICOCHET

FOURTH OF JULY

Execution

KEY EVENT

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Q1

Q2

PHASE 1

PHASE 2

Q3

Activity 1

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Activity 2

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Q4

Activity 3

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PHASED OUT

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ROLLER COASTER

Mon

Wed

Wed 10th

Tues

Sat

Context

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Launch

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During

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Post

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Start of digital -

2007 - The digital unicorn of Nike+ and R/GA leads a conversation in to utility that doesn’t hold weight

http://www.rga.com/news/articles/creativity-2007-iaoy/

2013-2015 ‘Digital first’ shops have downsized or changed their offering Razorfish/AKQA/RGA/Big Spaceship - http://www.adweek.com/agencyspy/we-hear-layoffs-at-razorfish/91132

SOCIAL

2007 - Introduction of Facebook Brand Pages https://en.wikipedia.org/wiki/Brand_page

2013 - Dunk in the Dark for Oreo rolls in the opportunity of Social - http://www.wired.com/2013/02/oreo-twitter-super-bowl/

Death of RTM - http://www.warc.com/News/Default.aspx?ID=36159

2015 - Facebook change their page algorithm https://www.facebook.com/business/news/update-to-facebook-news-feed

2014 Diageo and other companies incorporate Byron Sharp thinking on ‘How brands grow’

Facebook change their algorithm

INTEGRATED

2014 - Not Digital Marketing but marketing in a digital world http://www.cmo.com/articles/2014/1/14/shifting_from_digital_marketing.html

2015 - WARC findings on the winners of the Cannes Creative Effectiveness Awards was that all the winning entries had more media channels and more integrated messages

2015 - The same message delivered over multiple platforms has better results in brand credibility, purchase intention and positive cognitive response than single medium repitition http://www.academia.edu/11362034/The_cross-platform_synergies_of_digital_video_advertising_Implications_for_cross-media_campaigns_in_television_Internet_and_mobile_TV

2015 - Contextual content is more powerful at breaking through - http://journals.ama.org/doi/abs/10.1509/jm.13.0026

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Q1

Q2

Q3

Q4

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UNDERNEATH MEASURE

VIDEO

REWIND

MEDIA

TRUTHS

SKIP THE

SKIP

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

KPI

GUIDE

DESIGN

SCHOOL

BOOK

AUDIO

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ANNUAL VOLCANO

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BLUEPRINT

MAY

JUL

AUG

SEP

JUN

KEY CAMPAIGN MOMENTS

BUDGET

$220M

ASSET

COMMS TASK

CHANNEL/PROGRAM

$20M

$40M

$120M

N/A

$25M

CHANNEL/PROGRAM

$12M

CHANNEL/PROGRAM

AWARENESS

REASONING

PURCHASE

$3M

CHANNEL/PROGRAM

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ROLL OUT

Tasks	Tactics	Campaign Roll Out
CONTEXT Lorem ipsum dolor sit amet, consectetur adipisci	- Influencer Content - ($150k)
LAUNCH Lorem ipsum dolor sit amet, consectetur adipisci	- FB Film Customized ($50k) - Facebook Publisher Partnership ($50k) - Youtube Film
DURING Lorem ipsum dolor Lorem ipsum dolor sdipisci	Twitter real time reaction gifs ($100k) Amplification Influencers ($100k) Activation on the broadcast (N/A)
POST Lorem ipsum dolor sor sit amet, consectetur adipisci	Youtube Partnership �Search (N/A) Digital Extension Idea ($150k)