https://vimeo.com/653691307/edb79aba9d

In this first section of the Plan we need to capture the key inputs from the Strategic Brand Plans:

• What: Scopes, Points of Interest, Strategic Drivers, Communication Objectives
• For Whom: Customer Personas and Customer Segments

                                                                  Direction > Scope & Objectives

Products & Diseases

The Plan is already pre populated with the Products and Diseases selected in the Plan Creation popup. However we can remove(:remove:) some of the scopes and add (by pressing Add Products & Diseases button) others, as long as the plan is still in the editing phase.

NOTE that the only removes the item from the plan, it DOES NOT delete the respective item (i.e. Brand) from the system.

Points of Interest, Strategic Drivers and Communication Objectives

At least one of each must be added to the plan. Whenever we want to add a POI (Point of Interest / Must Win Battles), a SD (Strategic Driver / Strategic Imperatives) or a CO (Communication Objective/ Core Themes) we have 2 options:

• Add an Existing one that has already been created and potentially used in past plans
• Create a New one

When creating a new POI, SD or CO we need to specify the:

• Name of the new item (POI, SD, CO)
• Provide a description
• Assign the item to one or more products or diseases

IMPORTANT NOTE when adding an existing POI, SD or CO to the plan we can only select from the ones that are associated with at least one of the Products and Diseases assigned to the current plan.

Personas and Segments

We can add 2 categories of segments to the Product Plan:

• Personas - based on which we will be mapping the right objectives and tailoring the content
• Segments - based on which we will select the channel mix and the number of touchpoints for each channel (frequency)

The process of defining Personas or Segments in CEX360 is identical, because they are both segmentation exercises (Managing Segmentations). The difference will be driven by what dimensions (attributes) we take into account in each segmentation.

For example for a Persona type of segmentation we will likely use attributes related to attitudes, behaviours, specialty which would differentiate customers by needs and preferences and therefore inform the content tailoring, while for Segments we may use attributes related to their Potential, Channels Profile, Adoption etc, which would inform the decisions related to channel mix and level of investment (frequency).

To add a Persona we need to:

• select the Persona Tab
• Click on Add/Edit Personas Button