www.beyourdigitalbest.com

1. digItal planning
BEA ATIENZA

2. ⁄ Product Briefing
⁄ Brand Documents – Master-brand / Sub-brand
⁄ Business and Brand Performance (Market Share, Funnel Measures, UAI Studies, etc.)
⁄ Data Audits & Analysis (Social Assets, Audience Listening, Brand Listening, Website, CRM Program, etc.)
⁄ Integrated Creative Concepts
⁄ Media Strategies and Plans
BRAND &
BUSINESS
REVIEW
⁄ Business Goal
⁄ Communication Objective
⁄ Targets & KPIs
OBJECTIVE
REVIEW
RESEARCH
AREAS
CATEGORY COMPANY CONSUMER CULTURE
Competitive Listening Asset Analytics
Technographic Insights
Category Relationship
Trend Analysis
– Euromonitor – Category
Market readings
– Social Listening Tools –
Category volumes &
Sentiments
– Web Analytics
– Social Analytics
– Social Listening (user
segments)
– Surveys
– Interviews
– Warc – Cases
– Customer Journey mapping
– Social Listening (user
segments)
– Surveys
– Interviews
/ background & research

3. / strategy (one-pager)
OBJECTIVE
What does this campaign need to achieve? E.g. Change in consumer behavior? Change in perception?
ISSUE OR OPPORTUNITY
How we want to frame the problem for communications within this specific effort.
TARGET MARKET
Consumer or Conecptual target portrait. Demographics, Psychographics, Technographics.
INSIGHT
Truth that will unlock a solution to our identified problem.
KEY MESSAGE
Key communication
REASON TO BELIEVE
Credibility to claim.
ROLE OF DIGITAL
What role digital will play in addressing the issue
ENGAGEMENT JOURNEY
Key channels, roles, integration vs. Customer Journey
Campaign assets vs.Always-on assets

4. / engagement mapping
⁄ Owned Channel Selection + Respective Roles
⁄ Evergreen Traffic Drivers, Media, Partners
⁄ Earned Channels
⁄ Campaign Channels
ASSET
ARCHITECTURE
⁄ Content Screens & Pillars
⁄ User Personas
⁄ Content Use Cases
⁄ Key Messages
⁄ Hero, Hub, Hygiene
CONTENT STRATEGY
⁄ Key KPIs
⁄ Benchmarks
⁄ Optimization Routes
MEASUREMENT POV
⁄ Proposed Customer Journey
⁄ Map of assets and channels
⁄ Key CTAs
CONNECTION &
ENGAGEMENT FLOW