ZEISS · Client project at Adbert · Strategy proposal
Annual Communications Proposal
Dec 2021
Following our team’s promotion of ZEISS’s 175th anniversary, I developed the full annual media proposal, bringing campaign learnings and audience analysis into the next plan.
The proposal set out how to maintain brand visibility, engage potential customers and strengthen loyalty through product-specific audiences, channel roles and an annual communication calendar.
Selected materials
Anniversary campaign & annual proposal
Selected excerpts from my annual proposal.
175th-anniversary key visual
Marketing objectives
Media strategy
Product-specific audiences
Marketing funnel and consumer journey
Building on the 175th anniversary
At Adbert, our team supported publicity for ZEISS’s 175th-anniversary campaign, “The Power of Vision”. I subsequently consolidated the anniversary context and previous campaign observations into the annual proposal.
Review: research into recommendations
I brought together campaign and search observations, competitor context and audience profiles to shape the proposal. Recommendations differentiated the audiences for ClearView, SmartLife, children’s lenses and the vision-experience programme.
Segment: product-specific audiences
The plan considered younger workers, creative professionals, technology enthusiasts, white-collar professionals and parents, rather than using one audience approach for every product.
Plan: a connected annual calendar
The proposal linked channel roles to the consumer decision journey, from awareness and interaction through to conversion and loyalty, and organised activity around product priorities and seasonal moments.
Output
I independently completed the annual communications proposal in December 2021, building on our team’s 175th-anniversary publicity work.