Smart Strategy for Comms Planning

Jun 15, 2017

This new ICA strategy course is aimed at agency planners and strategists with up to 5 years’ experience.
What Will You Learn?
You will get to grips with a heap of new skills to give you the confidence to tackle apparently complex or difficult client challenges with new energy.  You will learn an approach that takes you through all the key moments in developing and applying your strategy effectively, and using the most up to date digital tools and models to help you do so.
Course outline

  • Tackling a business problem or opportunity by asking the right questions
  • Reframing client briefs as workable and effective comms challenges
  • Defining the role and opportunity for comms across media using a range of tools and approaches
  • Defining and locating target audience(s) at their most receptive
  • Working out when and where they are available and applying that thinking to digital channels 
  • Bringing your ideas and thinking to life on-line using the latest communications and digital tools
  • Understanding and planning the role for comms across the customer journey and the ‘ecosystem’ of touch points
It will take you through the key questions you should ask at each stage and show you how to turn your ideas into an effective communication plan.
The course will be highly interactive and hands-on with preparation set in advance and team and group work during the day.
Who should attend?
Practicing planners and strategists with up to 5 years’ experience who want to develop their skills in turning client briefs into effective strategy and enhance their practical comms planning and digital skills. Whether you work for a ‘creative’, integrated, or other kind of agency there will be plenty for you to get grips with and lots of tools to take away and apply the next day to your job.
The trainer
Julian Saunders was as a Strategist in The Zoo at Google UK and was previously a Planning Director at Ogilvy and Executive Planning Director at McCann-Erickson.

This course blends the best of classic brand planning with the latest thinking engendered by the digital revolution. He has a front-line seat in the latest thinking about effectiveness from his role at Google.