Multichannel brand planning
We developed a process and training module showing affiliates how to optimally plan and implement a multichannel activation strategy for a specific brand and/or therapeutic area, ensuring links with critical success factors and strategic objectives.
Client challenges
- The brand planning process was broken – there was a big gap between strategy and tactical execution
- Real customer needs were not being met
- Marketing tactics and salesforce activity were not linked
- Existing training existed that needed to be integrated with new multichannel planning.
Our approach
Internal consultations
We undertook stakeholder research to understand business objectives and brand marketers’ challenges.
Framework development
We designed a clear planning process that built in customer needs and strategic business objectives.
‘Train-the-trainer module’
We developed all training materials, re-usable assets for teams, and ran ‘train the trainer’ sessions.
Internal engagement
We developed messaging, video and branded collateral to drive engagement and excitement for the capability before, during and post-training.