This day long course focuses on developing a comms plan, from interrogating the brief through to crafting a clear, distinctive and compelling strategic narrative that is personal and powerful.

WHAT YOU WILL LEARN

By the end of the workshop, participants will be able to:

• Interrogate a brief to its very core, diagnosing the core elements, questions and contradictions within it
• Learn questions that will open up new avenues (and close down others) in the briefing process – and come away with killer questions to fall back on
• Learn techniques for fact-gathering in relation to building a brilliant comms plan
• Discern the difference between facts and insight from the core input areas of audience, market, brand and channel – and whether the distinction really matters as we apply them to our plans
• Create and craft ideas, whether from a standing start or building on what is already there, we we will use techniques that build, hone and ultimately help create a winning edge
• Plan an effective campaign, learning how to put together the building blocks of coverage, engagement, audiences, channels, geography and messaging
• Prioritise budgets across key campaign messages, channels and audiences
• Crafting a winning story that sells to the plan, whether for a new or existing client

CONTENT

On the day, we will cover;

• A five step process to analyse the brief and propel your plan forwards
• Simple, immersive research techniques to gather ideas and insights
• The anatomy of award winning ideas (Cannes Lions and beyond), learning some accessible techniques to walk in those hallowed footsteps
• Key models and frameworks we need for great comms planning – distilling them into a clear and simple process, from the brand/performance dichotomy through to cover build
• A seven ‘chapter’ structure that anyone can pickup, from setting the scene through to selling why this is the only plan your client should buy
• Techniques for distilling both the core client question and a brilliant answer into clear and powerful language that ties your plan together

DELEGATE LEVEL

For planners with at least a years’ experience in the industry. It is ideal for those looking to develop their skills and grow confidence in communications planning, whether in an advertising, media or marketing setting. This course is geared toward empowering talent who have, or want to find a passion for planning.

DATE & TIME

9th June, 8.45am to 4.15pm

TRAINER:

James Appleby has spent almost 25 years working in world class media and technology agencies, leading client relationships and comms strategy for top tier clients including Sainsbury’s, CompareTheMarket.com, Oatly and McVitie’s.

Coaching teams to crack a brief and respond with a performance that is both entertaining and informative in equal part has been a career long passion, hence his chairmanship and mentoring as part of NABS charity pitch course Fastforward for nearly a decade.

Following a spell as Managing Director of Assembly Media, he founded his own consultancy and training business Conquis, and works with a range of businesses in the marketing, media, advertising  and technology spaces to sharpen team skills in pitching, collaborative working, and comms and media planning.