The toolkit
Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.
Canvases3
One page that holds a whole idea, filled in together.
- The IMC plan canvas: the whole integrated plan on one pageEight boxes, filled in order, that turn a business problem into one integrated plan: situation, objectives, audience, message, mix, timing, budget and measurement. Built on PR Smith's SOSTAC and the marketing plan outline in Kotler and Keller.
- The brand platform canvas: purpose, positioning, personality and proof on one pageEight boxes that write down what a brand stands for and how it shows up: purpose, vision, values, positioning, personality, promise, proof and distinctive assets. Drawn from Aaker, Keller and Kapferer, with distinctive assets after Romaniuk.
- The measurement framework: from objectives to organisational impactA canvas that links the organisation's objective to the communication objectives, then to inputs, activity, outputs, out-takes, outcomes and impact, with a metric, baseline, target and source for each. After AMEC's Integrated Evaluation Framework and the Barcelona Principles.