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Planning Above and Beyond: A Network for Account Planning Professionals

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Planning Above and Beyond is a collaborative network for account planning freelancers, featuring a limited group of 11 seasoned professionals with over 200 years of combined planning experience. Members share work, knowledge, and advice in a supportive environment focused on co-opetition. With a bimonthly newsletter reaching 150 subscribers worldwide, this platform serves as a key resource for planners across various communication disciplines. Subscribers enjoy exclusive access to a wealth of planning resources, unique networking opportunities, and a peer-support system to enhance their career growth.

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Planning Above and Beyond: A Network for Account Planning Professionals

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  1. planningaboveandbeyond.com The Community deck! John Griffiths Webmaster August 26th 2004

  2. August 2000The concept

  3. August 2004Learnings

  4. The inner circle • Limited group of 11 planning freelancers • Well over 200 years of experience – 75% former planning directors • Based on recommendation – not a directory • Co-opetition – sharing out work • Sharing knowledge, advice • Buddy system – don’t do it! • Supplemented by Gallery of Exotica: specialists – MRS 2004 paper Planning insiders

  5. The outer circle • Bimonthly newsletter • Circulation of 150 • Names and email addresses • Signup survey gave site likes and dislikes • Most regular source of site fanmail • Worldwide • People learning about account planning • Planners in other comms disciplines • Planning directors in dept of one Mailing List

  6. Site visitors • Site traffic July/Aug • Areas visited – the power of a directory • Downloads • Keywords • Books • If 800 planners in London = 30-50% share of attention? • Major educational source –one of the main ways planners outside of the UK learn about planning – shaping a wider definition

  7. Site traffic Average time spent: 6 mins 30 secs July Daily Average To August 25th

  8. Where they go onsite • Home page and related pages - new articles • Directories – good for spiders and search engines • Trumps and Raspberries • Site of the month • People • In their own words – audio interviews • Classified??

  9. July/Aug Downloads Integrated planning toolkit JG 184 APG 2002 Integr Planning deck JG 179 Alchemy MRS 2003 winner Tasgal 126 Bluejacking white paper Rainier PR 117 Beyond ad planning Admap JG 102 Brands as media owners MLeader JG 92 Advertising to the herd MRS Mark Earls 87

  10. Keywords and keyword searches Keywords: London Planning Marketing Brand Advertising Keyword searches: Planning Above and Beyond Harry Enfield Burger King Brand promise Brand Archetypes Eva Pharmaceutics

  11. What do they read? so far this year.. 157 books sold £2079 revenue £126.06 drinks tab!

  12. Book clickthroughs:July/Aug

  13. SalesJuly/Aug

  14. Ever increasing circles Top 20/top 30 • List of planning directors • Site content relevant to most disciplines • Peer group salons? • Scaleable Media indeps Sales Promotion Direct Marketing Advertising PR Design New Media Marketing Market Research Outside of The UK Clientside planners

  15. New Planning Network – Equity meets Friends Reunited! • Closed site – last two months PAAB available to visitors but rest available only to subscribers • Auto translation of web pages into other languages • Subscribers pay £20 a year for basic access • Reduce degrees of separation between people who want to hire in planners and planners wanting work • Build peer networks – get their CV out there! • Subscribers get • Unique email address john.griffiths@accountplanning.net • Unique page - can post photo and CV/promo documents • Planners can place their websites alongside it or have websites developed for them

  16. Planning Above and Beyond John Griffiths Tel 07740125794 www.planningaboveandbeyond.com

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