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.
Templates2
The documents a plan needs, with the headings already right.
- The message house template: one umbrella message, the pillars and the proofA one-page house that turns a brand platform into messages every team can use: the umbrella message on the roof, three or four pillars, the proof points under each, and the values and facts that hold the foundation. A practitioners' tool whose origin is unclear.
- The campaign calendar: phases, key dates and the flighting of every disciplineOne timeline that shows every discipline phase by phase: when each is off, light or heavy, the phases of the campaign, the fixed dates it must respect and the dependencies between teams. With the scheduling patterns of media planning: continuity, flighting and pulsing.
Worksheets1
Questions to work through, one decision at a time.