Brand Development ACTION RESPONSIBILITY RESOURCE OBJECTIVE REQUIREMENTS Alignment Review Research and Insights Head of Marketing Senior Executive Engage Key Internal Senior Executive on position Stakeholders for new entity Define Desired Future Position Test with Key External Stakeholders Style Guide Develop Brand Assets Head of Marketing Budget Allocation Create Style Guide Creative Agency Creative Agency outlining protocols and rules Schedule for Consider Application and Use Head of Marketing Budget Allocation Define Budget Implications Heads of Departments Senior Executive roll out of Create Implementation Schedule application Marketing and Communications ACTION RESPONSIBILITY RESOURCE REQUIREMENTS OBJECTIVE Defined and Review existing situation Head of Marketing Senior Executive supported Define communications strategic objectives objectives Select tactics to use All tactics Review existing situation Head of Marketing Budget Allocation align with Define communications Creative Agency Style Guide objectives Select tactics to use Implement activity Create Internal Select target audiences Head of Marketing Budget Allocation Stakeholders Develop salient messages Heads of Departments Creative Agency Plan Select tactics to use Senior Executive Implement activity Track and measure Review against objectives Create Select target audiences Head of Marketing Budget Allocation External Develop salient messages Senior Executive Stakeholders Select tactics to use Creative Agency Plan Implement activity Media Buyers Track and measure Research Consultant Review against objectives Create Media Select target audiences Head of Marketing Budget Allocation Relations Plan Develop salient messages PR Officer Senior Executive Select tactics to use Implement activity Track and measure Review against objectives Create Social Select target audiences Head of Marketing Budget Allocation Media Plan Develop salient messages Digital Officer Media Buyers Select tactics to use Specific Implementation Staff Implement activity Head of IT Department Track and measure
Brand Development OBJECTIVE ACTION RESPONSIBILITY RESOURCE REQUIREMENTS Alignment on position for new entity Review Research and Insights Engage Key Internal Stakeholders Define Desired Future Position Test with Key External Stakeholders Head of Marketing Senior Executive Senior Executive Style Guide outlining protocols and rules Develop Brand Assets Create Style Guide Head of Marketing Creative Agency Budget Allocation Creative Agency Schedule for roll out of application Consider Application and Use Define Budget Implications Create Implementation Schedule Head of Marketing Heads of Departments Budget Allocation Senior Executive Marketing and Communications OBJECTIVE ACTION RESPONSIBILITY RESOURCE REQUIREMENTS Defined and supported strategic objectives Review existing situation Define communications objectives Select tactics to use Head of Marketing Senior Executive All tactics align with Style Guide Review existing situation Define communications objectives Select tactics to use Implement activity Head of Marketing Creative Agency Budget Allocation Create Internal Stakeholders Plan Select target audiences Develop salient messages Select tactics to use Implement activity Track and measure Review against objectives Head of Marketing Heads of Departments Budget Allocation Creative Agency Senior Executive Create External Stakeholders Plan Select target audiences Develop salient messages Select tactics to use Implement activity Track and measure Review against objectives Head of Marketing Budget Allocation Senior Executive Creative Agency Media Buyers Research Consultant Create Media Relations Plan Select target audiences Develop salient messages Select tactics to use Implement activity Track and measure Review against objectives Head of Marketing PR Officer Budget Allocation Senior Executive Create Social Media Plan Select target audiences Develop salient messages Select tactics to use Implement activity Track and measure Head of Marketing Digital Officer Budget Allocation Media Buyers Specific Implementation Staff Head of IT Department