Woo hoo! A complete, updated final version of the serialised planning guide is available on Nucco's website here.
Contents
01: First principles 3 So what is a ‘strategy’? What’s the difference between a plan and a strategy? So what is communications planning?
02: Is the objective clear?
Are you sure you know what you’re doing?
Is the objective clear?
1. Orientation
2. Prioritise and explore
3. Definition
03: Is the brand or product clear?
Brand and product frameworks
04: Is the audience clear?
Do you know your audience?
1. General audience
2. Target audiences
3. Personas
05: Is the context clear?
06: Is there an insight?
Insights and propositions
What an insight is and why it matters The proposition
07: Is there an internal brief?
08: Summary
Appendix and Glossary Consideration and Conversion KPIs Awareness KPIs
Case Studies Strategy in action
