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Part I: Planning for a Successful Brand Activation Project (III)

So far, we’ve gone over the importance of documenting the details of every physical branded asset and we’ve reviewed how to prioritize the visibility of each asset based on its messaging.

Treatments Based on Budgets

Now it’s time to start thinking about your budget and what treatments you want that fit into your objections.

Step 3: Choose desired treatments based on budget

Before you can even begin to think about what treatments you’d like for each asset, you need to think about your budget. There are a lot of costs associated with a physical brand activation project – permitting, removal, manufacturing, installation, etc. – and each one of your assets can cost a vastly different amount! How are you able to know what you can get with your budget? Or how do you even determine what your budget is if you don’t have one yet?

We recommend categorizing each location and asset based on their visibility and importance with priority A, priority B, and priority C. (Think about which assets you prioritized in Step 2!) By categorizing, you can start thinking about what kind of treatments each location and asset should have.

For example, let’s say you are acquiring a company with 50 locations. Some of these locations are in a bustling city town with high-rise buildings, some are in a suburban family town with stand-alone buildings, and some are in a rural country town where buildings are few and far between. I’d categorize the city locations as priority B since there’s a lot of traffic but minimal signage. The suburban area would probably be priority A since there’s a good amount of traffic and a lot of signage. The rural location would be priority C since there’s not a lot of traffic and little to no signage.

Based on these priority categorizations, you can easily see which locations and assets should have good, better, or the best treatments. With your budget in mind, you can allocate more money to those locations in high traffic areas that have a lot of signage real estate and divvy up the rest of your budget to those locations with minimal locations and minimal signage.

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We offer scenario planning that allows you to choose good, better or best treatments for each asset type at each location. You can easily compare the amount of signage or vehicles at each location. Every scenario you build will create an estimate total for the project, as well as an estimate for each asset type and each location.

By picking the desired treatment of each individual asset, you’re able to hone in on the exact budget of your brand activation project.

Ready for the final planning step? Check back later to learn how to engineer your brand guidelines for vendor selection!

Author: Caylin Asehan
Created: 9/21/2017
Category: Brand Activation

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