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Defining Objectives from Problems and Barriers

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Information about Defining Objectives from Problems and Barriers

Published on June 10, 2016

Author: MonishaTripathi

Source: slideshare.net

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1. Defining Objectives: Translating 99 Problems into Actionable Tasks

2. As strategic planners, it can feel like all we have is 99 problems (and barriers)

3. How do we constructively weed through the mess and craft actionable tasks out of them?

4. “The target is too skeptical to believe us” “Millennials crave experiences, not things”“Our biggest problem is consistency” Some jobs to be done come from a brief, some are anecdotal. “My brand isn’ t in the consideration set” “Sales have declined YOY”

5. “My brand isn’ t in the consideration set” “Sales have declined YOY” “The target is too skeptical to believe us” “Millennials crave experiences, not things”“Our biggest problem is consistency” Business Problems Audience Barriers Internal Barriers

6. Business Problems Business Objectives Audience Barriers Communications Tasks Internal Barriers Communications Toolkit

7. BUSINESS OBJECTIVES ARE: ARE NOT: ● Measurable ● Data-driven, results-oriented ● Specific to the brand and its position in the market ● Subjective ● Category/cultural barriers ● Different for each partner agency or team

8. Business Problems “My brand isn’t in the consideration set” Business Objectives Increase relevance and top of mind awareness

9. COMMUNICATIONS TASKS ARE: ARE NOT: ● Directly related to audience barriers and insights ● Tailored to a single campaign idea ● Clear creative and contextual strategies ● Subjective ● Category/cultural barriers ● Different for each partner agency or team

10. Business Problems “My brand isn’t in the consideration set” Business Objectives Increase relevance and top of mind awareness Audience Barriers “Millennials crave experiences not things” Communications Tasks Show how the product facilitates craveworthy experiences

11. COMMS TOOLKIT ARE: ARE NOT: ● Specific and definitive for any partner agencies or associated global markets to understand guidelines and strategies ● All encompassing for relevant channels and scenarios ● Simple asset packages - they’re strategic documents for implementation ● Variable/Optional - think through all the questions a user might have (consider having an outsider look at it!)

12. Business Problems “My brand isn’t in the consideration set” Business Objectives Increase relevance and top of mind awareness Audience Barriers “Millennials crave experiences not things” Communications Tasks Show how the product facilitates craveworthy experiences Internal Barriers “Our biggest problem is consistency” Communications Toolkit Guidelines and strategies vetted by clients for partner use

13. GO FORTH AND BE ACTIONABLE!

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