21st century planning for integration and behaviour change

Planning has always been about understanding the person you’re targeting but in today’s fluid media environment it’s even more critical. 

In a world where we cannot control the message, where we encourage people to adapt and create content of their own, and where “owned” and “earned” media can be more influential than paid-for media it’s vital to plan campaigns around desired behaviour change.

This course is a one-day gallop through planning for this new world. It will help you to think about not only what kind of “message” you might need (if indeed that is the case at all) but also what is the best way to achieve the desired behaviour change in this more complex media environment.

What the course will cover...

Getting Started:
- The right objective
- Desired behaviour change

Behaviour change theory:
- What influences behaviour
- Models
- Behavioural economics and psychology

Choosing the right effectiveness model:
- The effect of behaviour change model on the comms model
- Which levers to use – “paid, owned and earned”
- Producing an integrated strategy

Examples of great engagement ideas:
- What was the behavioural model and the comms strategy?

The effect on briefing:
- What sort of briefs?
- How should we brief?
- Working in different ways

There will be exercises and project work during the day and plenty of scope for interaction.

Your course moderator will be Janet Grimes. Janet has been planning for 30 years, ending her stint in ad agencies as Head of Planning at Ogilvy in 2000, and she was Chair of the APG 2000-2002. For the last 12 years she has been heavily involved in media-neutral and digital planning and strategising.  She is a partner in The Joined Up Company, a gardener and a magistrate.  She is currently helping the COI change into a more integrated organisation – where new theories of changing behaviour are central. See www.joinedupcompany.com and http://coi.gov.uk/blogs/bigthinkers/

Tutor:	Janet Grimes
Grade:	Levels 2-3: 2 to 7 years
Date:	14th June 2010. One day.
Price:	595pounds+vat (membership required, non-members add 90pounds, 70pounds overseas)
Venue:	Wallacespace, London
Booking:	Email steve@apg.org.uk stating (a) whether firm or provisional booking (b) if possible the names, job titles and email addresses of delegate/s