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.
Canvases2
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 customer journey map: stages, touchpoints, needs, feelings and ownersA canvas that lays one customer's journey along a line, from discovering a need to recommending the brand, and fills in what happens at each stage: the touchpoints, the need, the feeling, the message and the team that owns it. After McKinsey's consumer decision journey and the touchpoint research behind it.
Templates1
The documents a plan needs, with the headings already right.
Calculators3
The arithmetic behind a rule of thumb, with its source and its limits.
- The objective-and-task budget calculator: cost what the objectives needBuild the communication budget up from the objectives: list the tasks each objective needs, cost each one, add a contingency, and see the total. The objective-and-task method taught in Kotler and Keller, with the checks the budgeting research recommends.
- The brand and activation split calculator: a starting point for the balanceEnter a budget and a context (consumer brands, B2B or financial services) to see the split between long-term brand building and short-term sales activation that the evidence suggests as a starting point: 60:40, 46:54 or 80:20.
- The excess share of voice calculator: are we spending like a brand that intends to grow?Enter share of voice and share of market to see excess share of voice (ESOV) and the share growth that Binet and Field's rule of thumb associates with it: about half a point a year for every ten points of ESOV. A sense check on ambition, not a forecast.