Create a Consumer Journey for your Brand/Product of choice

Introduction to Crash Course in Comms Planning

Choose a brand for your project
For the project module of this assignment, choose a brand that you are familiar with, it could be a client you are working on, the last brand you bought or your favorite brand. Create a Project folder on the website and add the name and cover image for the brand

What is Communications Planning

Comms Planning in a Creative Agency

Client Information

Add background information for the brand
Add 2 to 3 links that help to add texture to the brand that you have chosen. These links could be about the target market, the company website, any industry research that has been done, sales report, google search trends. Anything that will help create a picture for the consumer journey.

Consumer Journey Research Tools

Consumer Barometer results
Use the Consumer Barometer and the Google Consumer Journey tool and add the findings to your project page. Also add any other links that you have found to research that helps explain the consumer journey for this brand

Consumer Journey General Thoughts

Plot your brand on the FCB Grid
Plot your brand on the FCB grid and then add a write up or a graph of where that brand sits and why?

Mapping the Journey

Create a Consumer Journey Map
Create a consumer journey for your desired brand, upload it to slideshare or somewhere online where the class can view it. Add the link to your Project and add anything additional notes that might help explain the map.

Metrics for Success

Channel Analysis

Additional Resources

TBD
Here is a link to the EuroRail Consumer Journey that I was talking about.

Here is the great blog post from the guys at Adaptive Thinking that goes into detail about how they created the consumer journey it is well worth the read

Remember it is up to you what brand you wish to do a Consumer Journey of. I am looking forward to seeing what you come back with.
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Additional Reading

The best book out there on Comms Planning - Jim Taylor's Space Race Inside Communications Planning

Short interview with Jim Taylor on his book
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Download the presentation here
Download the presentation here

Resources

Interpret

Simmons

Google Consumer Survey

Google Consumer Journey Tool

Consumer Barometer
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Additional Reading

FCB Grid presentation

Interactive FCB Grid
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Here is some additional resources on creating a Consumer Journey

REI example of designing for Cross Channel Delight presentation

Mapping the Customer Journey presentation

Design compelling information eco-systems presentation

Service Design presentation

Mapping the experience presentation

Exploratorium: Mapping the experience of experiments blog post
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Setting up a Digital Measurement Dashboard
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Vân Anh Nguyễn

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