Submission template

Report
Our goal is to celebrate and elevate WU marketing team work and campaigns in the MCC Americas region!
INSTRUCTIONS FOR WU LIONS SUBMISSIONS
All submissions must be received by XXXX Date
Please use design template for submissions – submissions not in design template,
missing required information will not be reviewed.
Please fill out slide 9 in appendix - this will be the 1 pager that will be used for WU Lions
ceremony if it wins
Measurement is a critical component of how submissions will be scored. See appendix
(Slide 10) for the ideal process to be followed with GAI (the analytics team) and who the
key contact/region/business line. Teams are encouraged to apply this process moving
forward. For this submission, please engage your GAI contact as soon as possible.
Measurement requests will be taken on a first come, first served basis and any requests
less than 2 weeks before submission deadline may not be able to be supported.
Submissions – Teams of 6, director and below. Should be inclusive of X-functional teams
(ie. PR, GAI, BarBar, etc, etc)
Please see appendix (Slide 11) for reminder of how submissions will be scored by category
2
NAME OF THE PROJECT:
REGION/COUNTRY:
TEAM: (UP TO 6 PEOPLE DIRECTOR & BELOW):
CREATIVE AGENCY SUPPORT: (PROFERO, MGB, BARBAR, ETC)
GAI TEAM SUPPORT: NAME(S)
SUBMITTED BY: NAME
Upload all your submissions for each category till XXXXXX
3
on www.wulions.com
Program Description: 2-3 sentence summary description of what the program was about
(should include customer insight/opportunity…………………………………………………………
……………………………………………………………………………………………………………..
……………………………………………………………………………………………………………..
…………………………………………………………………………………………………………......
...................................................................................................................................................
Describe strategy(s) and tactics activated: 2-3 sentence summary description
……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
…………………………………………………………………………………………………………....
What were the planned outcomes/metrics and what results did we achieve.
Metric: Plan of XXXX, Results of YYYY
Metric: Plan of XXXX, Results of YYYY
Metric: Plan of XXXX, Results of YYYY
Metric: Plan of XXXX, Results of YYYY
Total Budget of Campaign $ X.XM
4
Creative Showcase – Slide #1
Instructions: Use this Slide to provide creative sampling, links to videos, etc of
the campaign in market.
Be Careful with size of creative/photos. Some simple instructions for reducing
size of files
Right click, save as picture, save.
Then click on insert (menu) and insert the new one
5MB
5
24KB
Creative Showcase – Slide #2
Instructions: Use this Slide to provide creative sampling, links to videos, etc of
the campaign in market.
Follow Image size Instructions from previous slide
6
Creative Showcase – Slide #3
Instructions: Use this Slide to provide creative sampling, links to videos, etc of
the campaign in market.
Follow Image size Instructions from previous slide
7
APPENDIX
8
NAME OF THE PROJECT: XXXXXX
REGION/COUNTRY: XXXXXX
TEAM: XXXXXXXXXXXXXXXXXXXXXXXXXXX
(UP1TO
6 TOTAL – DIRECTOR & BELOW)
PROGRAM
PAGER
CREATIVE AGENCY: XXX (I.E. PROFERO, BARBAR)
GAI LEAD SUPPORT: XXXXXXX
TO BE USED DRUING WU LIONS CEREMONY IF SELECTED AS WINNER
Program Description:
……………………………………………………
……………………………………………………
……………………………………
Strategy(s) and tactics activated:
……………………………………………………
……………………………………………………
……………………………………………………
Measurement:
Metric: Plan of XXXX,
Metric: Plan of XXXX,
Metric: Plan of XXXX,
Metric: Plan of XXXX,
9
Results of YYYY
Results of YYYY
Results of YYYY
Results of YYYY
SPACE TO SHOWCASE
CREATIVE
Ideal engagement with your analytic partners for go-to-market
activities
Insight generation
Copy testing
Media planning
Execution
Measurement
Collaboration with GAI will help you…
 Identify Customer
insights to drive
strategy and segments
to target
 Determine approach
to copy/ad testing
 Determine if additional
data (analytics or
research) is necessary
to focus your strategy
 Obtain rapid
feedback –
comparisons to
normative data
(shared learnings)
 Formulate new ideas
and thoughts
 Leverage available,
scalable tools
 Optimize media
mix, customer / geo
targeting and to
improve your media
efficiency
 Understand optimal
media for your
particular segment
 Monitor impact of
actions to inform
‘in-flight’ changes
that can enhance
media efficiency
(limited by data
availability, easier
digital that retail)
 Accurately measure
the impact of your
in market actions
 Ensure proper
understanding of
drivers (attribution)
 Confirm alignment
on results
Measurement Benefit at each step
Allow your analytics
partner to help you
leverage the tools
available for improving in
market results
Give you a preliminary
measurement of your
effectiveness!
Ensure proper
measurement
approach is defined
and agreed to
GAI PARNTERS BY REGION & BUSINESS LINE
Americas – Yash Kandyala, Europe – Vishal Jain,
MEASAR (JC’s region) – Sriram Krishnamurthy,
Digital – Kevin Palmer, WUBS – Mark Cianci
Readout with clear
agreement of the
approach and scope
of measurement
Judging Criteria
Most effective Leverage of PAID media Campaign
Print, OOH, TVC/video, Radio, Digital, Direct marketing, Grassroots,
Sponsoring, Tradeshow
Most effective Leverage of OWNED media Campaign
Judging criteria:
Marketing Concept/how it aligns with the brand
promise (30%)
Quality/creativity of the execution (35%)
Business Results (35%)
Merchandising, POS, My WU, Web properties, sales collaterall
Most effective Leverage of EARNED media Campaign
PR &
Most effective use of consumer
intelligence/analytics/pricing strategies
Use of consumer insights, analytics to drive strategies and programs with
significant impact on WU business
Breakthrough of the year
Judging criteria
Alignment with the brand promise (10%)
Brilliance/breakthrough power of the leveraged
Intel/data and its discovery process (50%)
Quality of the execution (15%)
Business Results (25%)
New product, costumer experience, service enhancements, capability
Most effective Integrated Campaign
Best synergistic campaign across Digital AND social media AND retail
marketing
11
Judging criteria
Marketing Concept/how it aligns with the brand
promise (30%)
Quality/creativity/coherence of the 360 execution
(25%)
Collaboration across business units (10%)
Business Results (35%)

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