If you want to be a Chief Communications Officer, be responsible for the mechanics as well as the messaging and the creative of the campaign.
Find
Business problem - Lost relevance with a key market? Lack of appeal? Dwindling awareness? Slowing sales?
Positioning - What is the brand purpose? What makes it distinctive? What is the cultural truth of the category that the brand exists in? What are the cultural tensions it faces? (Yes, these tensions should make you feel a little uncomfortable. It’s what you’re going to leverage.) What is the consumer insight? How do you express the purpose, truth and insights in a simple, easy-to-understand positioning?
Express
Campaign idea - What idea encompasses the brand purpose, cultural truth and consumer insight, and makes the brand stand out like never before?
Barrier #1 - What’s the first barrier in the consumer journey to achieving the positioning?
Barrier #2 - What’s the second barrier in the consumer journey to achieving the positioning?
Barrier #3 - What’s the third barrier in the consumer journey to achieving the positioning?
Comms task #1 - How is the first barrier overcome?
Comms task #2 - How is the second barrier overcome?
Comms task #3 - How is the third barrier overcome?
Share
Comms media #1 - Platforms, channels, mediums that amplifies first comms task? Advertising/Collateral/Environments/Events/Publicity/Website?
Comms media #2 - Platforms, channels, mediums that amplifies second comms task? Advertising/Collateral/Environments/Events/Publicity/Website?
Comms media #1 - Platforms, channels, mediums that amplifies third comms task? Advertising/Collateral/Environments/Events/Publicity/Website?