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.

18 tools

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.Template60 min
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.Template60 min

Checklists¹

What to check before it goes out, ticked off as you go.

The crisis communication checklist: prepare, respond, recoverWhat to have ready before a crisis, what to do in the first hours, and how to recover and learn after it: the crisis team, stakeholder map, holding statements and approvals; verified facts, one voice and regular updates; and an after-action review. After CIPR, PRSA and UK Government Communication Service guidance, Coombs's situational crisis communication theory and ISO 22361.Checklist45 min

Worksheets¹

Questions to work through, one decision at a time.

The PESO channel audit: paid, earned, shared and owned on one gridA worksheet that lists every channel the brand uses under paid, earned, shared and owned media, with the job each does, its budget or effort, its owner and its KPI, so gaps, overlaps and over-reliance show at a glance. After Gini Dietrich's PESO model.Worksheet60 min

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