The ultimate goal of the work Strategic Planning does is to develop informed opinions on how to win. Through research, analysis, insight, and inspiration, our team finds the intersection of what’s true about brands, what matters to their audience, and why it matters right now. With this, we are the GPS that guides outstanding creative and business-building ideas at RP3.
Strategic Planning is the combination of Strategy -- defining the need for the communication and how the work is going to support business objectives; and Planning -- guiding the communication itself, from creative to messages to channels.
Planners are not just the voice of the consumer -- we are the interpreters of the consumer. A Great Planner:
- Is critical thinker and creative problem solver
- Is curious about human beings
- Experiences a range of humanity
- Has a wide range of interests
- Consults psychology, cultural anthropology, government studies
- Stays in tune with the popular culture - read books, watch shows that people talk about
The Brand Planner will work directly with the Associate Director of Strategic Planning in service of Agency assignments and Clients. This means the Brand Planner is responsible for progressing the work but is not responsible for delivering final work without input from the Associate Director. The Brand Planner needs to be able to take direction from Agency leadership. In addition, the Brand Planner will be client-facing and is expected to earn client trust. The Brand Planner will work closely with members of other teams, but also needs to be a self-starter who works well on their own.
Specific duties include:
- Help the team define the problem and set objectives for information gathering, and determine the best method to achieve them
- Become an expert in collecting the right information needed to drive success, including consumer data (e.g. MRI), secondary source information (e.g. IBISWorld), cultural trends (e.g. Mintel), digital analytics (e.g. Crimson Hexagon), client-owned data, media analytics, industry publications, etc.
- Help lead primary research, both qualitative and quantitative
- Examine methodically and interpret various types of information, from spreadsheets to in-depth industry reports and digital analytics dashboards.
- Develop insights, not just observations -- the human truths that are a combination of “a-ha!” and “duh!”
- Identify possible causes of certain observed behaviors, be able to make connections across separate data sets .
- Distill large amounts of information into digestible, easy to understand information that meets the team needs (e.g. clients, creative teams, media teams)
- Identify opportunities and develop hypotheses based on analysis
- Present complex data / information in an attractive, an easy to understand way that makes the findings useful and actionable.
- Brief teams and develop creative briefs -- for creative teams, technology teams, media teams, new business teams, etc. -- that act as springboards for the development of great ideas
- Identify interesting, important and/or insightful information that is useful to our internal and external audiences. Information is considered useful if it helps others form ideas, support existing ideas, or move businesses forward.
- Work with creative teams to help guide the development of ideas, by contributing the point of view of the target audiences.
- Collaborate on communications strategies that help inform how, when, and where creative ideas and platforms will live in paid, earned, and owned media.
- Ensure internal colleagues understand RP3 philosophies, process and formats, including the proper use of RP3 strategy documents (e.g., creative brief, brand platform, customer journey maps, target personas, message hierarchy, etc.).
- Make choices that are in the best interest of our clients and your agency colleagues.
- Create inspiring presentations and documents that clearly convey the key points
- Present in-person to clients and internal teams in an engaging way, with confidence
- Clearly articulate your point of view, and be able to defend it when needed
- Be the primary supporter in designing and executing primary research, including quant and qual. Develop and maintain a stable of trusted partners. Derive accurate and relevant conclusions.
- Assist Account Leadership with competitive analyses by analyzing how consumers see our competitors: how are they talking to consumers, and how does our brand needs to speak to stand out?
- Assist Account Leadership with the development of marketing plans
- Lead cultural analysis: what's going on in the culture at large that could influence the consumer and impact perceptions of our brand.
- Analyze dynamic content (social media, blogs, news sites).
- Be a secondary information resource specialist - know what tools and vendors can get us the information we need, know how to access/use them. In particular, be highly knowledgeable about all of the information resources available through 4A’s, IBIS World, Mintel, Numerator
- Become proficient at doing MRI runs and identifying key data points; become an expert at deriving insights from social listening service provided by Crimson Hexagon
- Be an exceptional writer and a strong presenter. Adjust communication style to meet the varying needs of client audiences.
- Contribute to the design and leading of workshops related to strategy development and idea generation.
- Be a strong contributor to the development of creative briefs and creative briefings, including any of the associated tools such as target personas, customer journey maps, message hierarchies, etc.
- Contribute to the development of media briefs.
- Stay up to date on the newest research tools and techniques.
- Work supportively with clients on their research projects.
- Ensure learning from client-owned research or data is applied to our work, and becomes part of the RP3's institutional knowledge.
- Adjust approach to do any or all of the above on truncated schedules and budgets for new business assignments.
In the performance of their respective tasks and duties all employees are expected to conform to the following:
- Perform quality work within deadlines with or without direct supervision.
- Interact professionally with other employees, clients and vendors.
- Work effectively as a team contributor on all assignments.
- Work independently while understanding the necessity for communicating and coordinating work efforts with other employees and organizations.