The ISC Planning Process

1
The ISC Planning Process
2
Example Cingular Invasion

• High school-themed campaign for Cingular Wireless
• Uses web and Cingular messaging for contest where
  teens vote to win a concert by Busted at their
  school
• Winning school also gets 5K for music department

3
Cingular Invasion

• E-mails to 500,000 teenage girls
• Promotion on Alloy.com and ccs.com
• In-school ads
• E-mails to 250,000 students at 90 schools
• Source Ad Age 8/25/04

4
Example Purina dog foods

• Campaign to position Dog Chow and Puppy Chow as
  high in nutrition
• TV, print and internet ads
• Sampling program in Wal-Mart with free 1.1 lb.
  bags and brochures
• Coupon-based sampling in other stores
• Sponsor of Humane Societys care kits, including
  samples

5
ISC Planning

• Systematic assessment of where you are and where
  you want to be
• If multiple agencies are involved in
  implementation, makes sure that everyone is aware
  of and shares the campaigns goals

6
Brand Business Review

• Update of where the brand is now
• Relationship with customers/prospects
• Competitive framework
• New/pending product improvements
• Distribution changes
• Legislative/environmental pressures

7
Step 1 Behavioral Databases

• Means of developing customer understanding
• Demographics
• Psychographics
• Behavior/usage
• Geography

8
Step 1 Behavioral Databases

• Customer aggregation groupings based on
  behavior
• Present customers
• Competitive customers
• Emerging users

9
Step 2 Valuation

• Purchase dynamics/share of requirements
• Whats currently happening how much of this
  segments business are we getting now?
• What could be happening how much could we be
  getting?

10
Share of requirements example

• Person travels on business twice a month (24
  times a year)
• 12 times, flies on Delta
• 3 times, flies on Northwest
• 9 times, flies on Southwest

11
Share of Requirements

• Delta 50
• Northwest 12.5
• Southwest 37.5

12
Valuation

• Income flows how much money do I get from this
  person?
• Delta assume average ticket price is 299
• Income flow to Delta 299 12
  3588
• Potential income flow 299 24
  7176

13
Behavioral Objectives

• What we want to happen
• Present customers
• Retain
• Grow/migrate
• Competitive customers
• Trial usage
• Total switch
• Special usage

14
Behavioral Objectives

• Emerging users
• Trial usage
• Total program

15
Step 3 Creating/Delivering Communications

• Brand Knowledge
• What people know (brand network)
• Where the information/perceptions come from
  (brand contacts)

16
Communications Objectives

• Messages Information
• Incentives Rewards for behavior

17
Marketing Tools

• Product
• Pricing
• Distribution
• Communications

18
Communication Contact Points

• Direct marketing
• Advertising
• Sales promotion
• Public relations
• Event marketing
• Etc.

19
Step 4 Allocation of Resources

• Timeframe
• Business-building short-term (usually 1 year or
  less)
• Brand-building longer-term

20
Business-building communications

• Sales promotion
• Event marketing
• Some direct response

21
Brand-building communications

• Advertising
• Public relations
• Some direct response
• Some sales promotion

22
Step 4 Allocation of Resources

• Forecast
• Estimated Return on Customer Investment
• How much will I get back in return for what I
  spend?

23
Step 5 Evaluation

• Measurement of Incremental Returns
• Actual Return on Customer Investment

24
Then, what you learned this time gets cycled back
to refine planning for next time!