“Account planning is an approach for generating consumer insights that aid in the development of strategy and tactics and in evaluating communications campaigns.”
This past fall, I took account planning. Upon finishing the course, we learned how to conduct primary and secondary research about a brand, its competitors and its target audience. We also learned how to analyze and summarize research findings, develop a creative brief and understand how it fits into advertising campaigns.
In August, we were assigned one brand to visit, conduct research about and develop a creative brief for throughout the whole semester. Take a look at what I came up with!
What we learned about MOD Pizza…
(click the image to visit their website!)
FIELD RESEARCH
We believe that in order to get to know a brand, we had to visit MOD for ourselves. Read what we found out by eating their pizza, visiting their closest location, and talking to their employees by clicking this link. Warning: reading this report may make you want to visit MOD for yourself!
DATA MINING
Now, its no secret everyone LOVES pizza (I mean, I guess not everyone but you’re weird if you don’t). The pizza industry is huge and is continuing to grow by the minute. Demand is so high because pizza is…delicious…DUH! So we decided to use social media monitoring to see what consumers say about MOD. The results were just as intriguing. Click here to read what the buzz is about!
CONCEPT TESTING
OK let’s be honest. This research campaign wouldn’t have been complete without another form of primary research. What a better way to conduct primary research on a college budget: surveys. My group and I spent days coming up with descriptive survey questions to send out to consumers representative of our target audience. You can view the survey here. To read the analyzed version of our concept test, click this link.
SWOT ANALYSIS
After conducting lots of research about MOD Pizza, we were assigned to conduct a thorough SWOT analysis of MOD Pizza and write a report about it. Don’t worry, we broke everything down for you. Click the link to read why MOD is so freaking awesome (and delicious)!
CREATIVE BRIEF
Finally, the most important part of account planning! (Drum roll please….) the creative brief! My group and I spent lots of time refining ours to perfection. You can either view our brief by clicking this link or viewing a png version below!
Final PRESENTATION
At the end of the semester, we were instructed to make a presentation of our findings and key creative brief insights to present to a “team of creatives.” Click the arrows to scroll through our presentation!