30 Key Planning Exploration Questions
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Strategy StageKey Questions
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1. Questions To Help Define The Role For Comms:
Business Problem: Where will growth come from?
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Brand Challenge: What are the marketing objectives for the campaign?
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Brand Challenge: What is it about the brand that's either contributing to - or failing to solve - the business problem?
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Brand Challenge: How is the brand currently seen by the growth / opportunity market?
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Brand Challenge: What must the brand become to penetrate the growth / opportunity market?
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Brand Challenge: How should we reframe the brand or product to exploit the growth opportunity?
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Brand Challenge: What are the brand objectives for the campaign?
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Role For Comms: What's the A to B shift that comms must affect in order to address the brand challenge and business problem?
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Role For Comms: What are the communications objectives for the campaign?
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2. Questions To Help Create The Strategic Storyline:
What are the products, services, perceptions, beliefs, behaviors, origin stories, etc of the brand?
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What do the brand's current consumers look like demographically, behaviorally and/or attitudinally?
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What do "fans" of the brand look like demographically, behaviorally and/or attitudinally?
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What do consumers think of the brand, good and bad?
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What consumer problem could this brand uniquely solve?
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What consumer desire or aspiration could this brand uniquely satisfy?
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What consumer trait or characteristic could this brand uniquely celebrate, honor or pay tribute to?
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What are the dynamics of the category? Is it changing, growing, shrinking?
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Who's the category's "Goliath" and what weakness could we exploit?
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Who's the category's "David" and how are they winning?
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What are the comms behaviors of the category?
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How could we go against the creative grain of the category? How could we zag while everyone else zigs?
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What's going on in culture that the brand could uniquely and credibly challenge?
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What, in culture, could the brand become a credible champion of?
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What noble purpose could this brand uniquely and credibly pursue?
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What's the most credible, motivating, timely and purposeful story this brand can tell to unlock its growth?
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Does the strategic storyline deliver the A to B shift in the agreed Role For Communications?
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3. Questions To Help Develop The Messaging Framework:
What media channels have already been locked for this campaign? How much of the budget is still yet to be planned?
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Who/What are the key partner agencies going to be for this campaign? What does the brand intend to make inhouse?
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Who is the retail partner agency? When is their shipping date for this campaign?
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What are the key selling periods during the campaign window?
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When and why is the brand overindexing and underindexing?
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What is the media spend from the brand during these key time periods?
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What was the campaign media and creative allocation for last year? What did they make? What worked well?
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