I've had great conversations this week with friends from multiple ad agencies about Engagement Planning (or Connections Planning depending on where you work).
One of the most interesting thoughts revolved around storyboarding the media plan and determine the time and roles of various channels to tell a narrative. The Engagement Planners choreograph the media and creative elements to deliver on communications (not business) objectives.
One of the most important elements of Propagation Planning is the groundswell adoption of information among advocates and communities. This takes careful timing and seeding to do correctly.
My friends suggest that some media plans should be rolled out through episodes that tell a story, not every connection point should go live with the same message all at the same time. That frontal attack will likely get some short term attention but it becomes easily ignored a few days or a few weeks later.
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