Media Tactic and Process for Local Content

INTRODUCTION

The scope for this document is only content developed locally in the countries. It does not concern content that is developed for global JYSK purposes.

The purpose of local content is to ad an extra layer of localized context to the JYSK brand to further strengthen the brand in the minds of the local market. The focus of local content is therefore not to “repeat” or replicate the already existing elements of the brand platform concerning communication about our Customer Promises, Scandinavian Sleeping & Living, etc.

Focus should be on telling the stories that ad to the local context. E.g.:

• Employer of the year -> promoting the underlying values of JYSK as an employer
• Initiatives in a local context like helping furnish a children’s hospital -> promoting JYSK as engaged in local society based on our values
• Stories from local employees -> promoting what its like working in JYSK in a local context

Do

Think about what gives nuance to the JYSK brand in a local context. Focus on what matches our brand and makes it even better from a local market perspective.

Don’t

Don’t create your own campaigns that try to solve core brand issues. If you have a great idea of how we can improve the core brand please start a dialogue with the marketing department.  

In this guide, you will find:

MEDIA PACKAGES

It is not mandatory to use all media types in the each package; for some messages, it will be sufficient to pick a few channels for promotion.
Commercial campaign messages, such as free freight, financing or B2B, are eligible to a large media package.

Be aware that there should be a clear connection between the budget and/or amount of work required to the media package size. It doesn’t make sense to plan an expensive and relatively complex campaign with a high production cost (in excess of 2000 euro) for a small media package.

Be realistic about the content you are creating. The time where corporate content went viral are over. Organic views are welcome and have real value but its only relevant for content where the effort of creating it matches the media exposure we will get. With any significant production cost there should be a matching media budget.

If the content you are creating - both for small and large media packages - require any materials that need to be produced by a graphic designer or video producer, beyond a photo combined with a relevant post text, you should order these materials from the marketing department by creating a ticket to "JYSK Marketing" for small package elements. For large media packages we will create a production plan based on the process described below. You should not hire external agencies to create these materials. 

*Instagram is only for product-related content.

TYPES OF LOCAL CONTENT

It has been agreed that local CSR sponsorships and co-operations cannot be used in eg. TV, CP or in-store. Therefore, this type of content does not qualify for a large media package.

SMALL MEDIA PACKAGES: PROCESS AND DO'S

PROCESS FOR SMALL MEDIA PACKAGES

All initiatives must be approved on overall level (e.g. idea description/concept and timing/ yearly content calendar)

CM/HRM/CPM is responsible for acquiring the necessary approval from:

• EMPLOYER BRANDING MESSAGES:
  Employer Branding Manager
• CSR MESSAGES:
  Communications & CSR Director
• COMPLIANCE WITH VISUAL IDENTITY AND TONE OF VOICE:
  Campaign Manager
• COMPETITIONS:
  RHOS

After approval of the initiative, the process is run more or less in the country.

DO'S FOR SMALL MEDIA PACKAGES

LARGE MEDIA PACKAGES: PROCESS AND PLANNING

PROCESS FOR LARGE MEDIA PACKAGES

• Large media packages will be handled case by case.
• Project management (incl. planning and implementation in cooperation with countries) will be carried out by Marketing or E-business. The project management task will be assigned at the season meeting.
• Due to complexity and integration across media, planning and coordination is key.

PLANNING FOR LARGE MEDIA PACKAGES

Ideally, suggestions (incl. scope of project, media wishes and timing) for large media packages are presented by RHOS on the Activity Calendar meetings. Otherwise, deadline for suggestions is at the season meeting. This means that the projects must
be scoped and aligned with RHOS in order for RHOS to present on season meeting or Activity Calendar meetings.

• Activity Calendar meetings take place 1-1.5 years before the campaign launches
• The season meeting takes place approximately 7-8 months before the campaign launches:

EXAMPLE: IMPLEMENTATION OF MEDIA TACTIC IN RO

Questions regarding this guideline can be directed at:
Marketing Director Michael Gade: mga@JYSK.com