Execution: Plans/Tactics.

Strategies lead to tactics, which are described in the plans for each discipline. In order for those plans to be integrated, they must follow the same basic conclusions about the target and the message to be conveyed. Once that's achieved, the following plans can be written:

  • Public relations plan.
  • Direct response plan.
  • Interactive plan.
  • Plans for the creative, production and media for traditional advertising.
  • Point of purchase plan.
  • Packaging.

These plans include deliverables, timeframes and cost.
For example:

  • What type of concept is needed for a specific project within the plan: one that promotes an emotional image or one that lists the features/benefits?
  • What are the consumer's points of contact for this specific project?
  • How do prospecting and acquisition flow to conversion and retention?
  • Where is the target (mentally and physically) when they're exposed to the message?
  • What's the tone: humorous or serious?
  • What's the look: contemporary or classic?
  • What determines production values? Time, money and image desired. "Production values" is Hollywood's term for the quality of the talent, set, film, editing, etc. – and the subject of the next chapter.

Timing is obviously a critical factor in plan development and is often the downfall of an otherwise good plan. A partial checklist would contain:

  • Time for plan development.
  • Time for client approvals.
  • Time for partner recruitment and their timing needs.
  • Time for creative development.
  • Time to produce the materials.
  • Timing to maximize the buzz.
  • Timing for tease campaigns.
  • Timing for editorial and ad closes.
  • Timing for buy-in by the trade channels.
  • Timing for trade shows.
  • Timing between paid and non-paid messages.
  • Timing for ultimate consumption.

brand awareness Concept for this illustration provided by Ed Chambliss, team leader at The Phelps Group.