Integrated Communications Planning

Objective

To deepen the understanding and enthusiasm of delegates for communications planning through exposure to inspiring practitioners, fascinating examples, involving exercises and practical techniques. 

Benefits

• Gain the tools and techniques to better establsh clear objectives and to better develop audience definitions.
• Find out just how you can get to the core idea that’s central to your communications planning.
• Construct and present clear communications plans.
• Throughout the course delegates work on a real client brief in order to gain immediate practical experience of learned skills. These can then be easily transferred back into actual work situations.

Content

• Integrated Communications Planning – Deconstructed
o What are the prime elements?
o Identifying the Client’s business or marketing issue(s).
o Turning Business or Marketing Objectives into realistic Communications Objectives.
o Where does the strategic ‘glue’ come from?
• Developing Audience Understanding
• Finding a ‘Guiding Idea’
• Presenting a strategically argued plan

Throughout the course delegates will be working in teams on a real brief, applying what they've learnt. Late in the afternoon the teams will present their solution to the brief to a panel who will give them valuable feedback.

Target

This Foundation level course is aimed at media agency people who are responsible for contributing to communications plans; typically media planners with under 3 years experience or media buyers or specialists who want to broaden their perspective of communications.

Format

This is a one day course held at a central London location with lunch and light refreshments provided. 

Facilitator

The course is run by Richard Longworth who spent the first sixteen years of his working life in advertising, culminating in the position of Director and Head of Client Service at Lowe Howard-Spink. His training experience began whilst in advertising as he was responsible for account management training at both Abbott Mead Vickers and Lowe’s and was a member of the training and education committee of the IPA, chairing, tutoring and lecturing on a variety of their courses.
He has run his own consultancy for the last ten years and combines ‘doing’ (marketing and communications strategic consultancy) with training.

Delegates’ comments

“I now really understand the value of insights at the root of the comms plan and the importance of integrating a plan”

"Great to build a fully integrated plan from scratch - normally I'm only involved in part of the process."

"I can transfer the things I learnt back to my job - totally relevant. Will help me with some new business I'm working on."

“Key learning for me was that when pitching an idea you need to be accountable for everything – back up ideas with knowledge of the client”

“Very interesting. I did not fins myself getting bored at all at any point - all very relevant."

"It was great to have the chance to work with people from other agencies on an interesting brief (without it being taken over by more senior people) ......and we got honest and open feedback"

"The time flew by and I was engaged throughout - Great!"