How to Build a Communications Ecosystem
A guide to building a path-to-purchase communications ecosystem, which shows how each and every execution comes together to shape the look and feel of the ad campaign.
WHAT IS A COMMS ECOSYSTEM?
The communications ecosystem is essentially a map of how all the creative deliverables play out over the course of the campaign.
An ecosystem should combine where the tactic would be discovered, what action you want people to take as a result, and where you want them to end up — from start to finish.
WHAT IS A P2P/FUNNEL ECOSYSTEM?
A path-to-purchase centered ecosystem shows how each of the tactics within a campaign work together to drive the audience through the consumer journey from awareness to purchase.
WHEN DOES IT COME INTO PLAY?
The campaign ecosystem is essentially the final output of the communications plan. It can be as simple as showing how one particular agency’s creative campaign comes together to drive someone from initial awareness tactics to the store, or a robust look at how each piece of communication across a client’s broad range of partner agencies play into an overall campaign.
HOW DO I CREATE A P2P/FUNNEL ECOSYSTEM?
- Start with the end — map out the final destination(s) you would like to direct your audience to as the HUB.
- There could be multiple core destinations — some brands could have a microsite dedicated to a campaign, but their ultimate goal could be to drive people to their website or brick and mortar store — this would be their ‘Holy Grail’ destination.
- Next, map out each of the deliverables your campaign entails. Start with the indirect drivers (TV, OOH) and then map out the direct drivers (Banner Ads, Streaming Radio).
- Remember — while banner ads can directly drive to a homepage, for TV, users might need to search keywords before they get connected to that homepage.
EXAMPLE OF A P2P ECOSYSTEM:
Final Thoughts
The most important consideration to take into account is that ecosystems are a living, breathing, evolving document. Some tactics may shift where they fit within the communications framework or drop off completely.
A first draft of an ecosystem may even reveal a major gap in communications within a particular area in the consumer journey. If you find that your work doesn’t adequately address a specific point in the framework, try to draft a solution.
