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Media Tactic

Last edited: 04/10/2019

Media Tactic

Locally developed content

INTRODUCTION

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

In this presentation, you will find:

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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.

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*Instagram is only for product-related content.

TYPES OF LOCAL CONTENT

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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 PACKAGESxx

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:
    Head of Employer Branding
  • 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

 

CONSIDER

For every new initiative, you must consider the following:

• What is the purpose of telling this story?
• What is the business impact?
• What is in it for the customer?
• How well did the last initiative perform?

Use the numbers to determine what works well in your country.

PRIORITIZE

Promotion of local initiatives requires planning well ahead. The content can
only be promoted when there is free space in the content calendar after the
following promotions are planned and prioritized:

• Special Activities that are not promoted in a burst
• Campaigns
• Tell Messages
• Product-related content on SoMe
• Local activities (e.g. store openings and VIP days)
• Blog posts

PLAN & BUDGET

Given that you find free space in the content calendar, you are allowed to
promote content from one small media package per week.

Budget for promotion must be taken from the SoMe budget for local posts. SMDC is responsible for deciding budget split for the different posts on a monthly basis. Business impact must be taken into consideration in this process.

Some posts can be promoted organically (without spending budget). The rules for
prioritizing and planning also apply for organic posts.

REMEMBER

• The power of one photo
• No customers on photos
• Blue Line

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LARGE MEDIA PACKAGES: PROCESS AND PLANNINGxx

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:

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EXAMPLE: IMPLEMENTATION OF MEDIA TACTIC IN RO

SEPTEMBER

LARGE

CSR: The Road to Tokyo
JYSK & Paralympics announce common campaign ahead of Olympic Games in 2020.
Comment: CSR/sponsorship not for large package. OK to run as small.

SMALL

EB: JYSK Annual Party
JYSK celebrates employees.
Comment: OK.

OCTOBER

LARGE

EB: Scandinavian Jobs
How is it to work in a Scandinavian company?
Comment: Needs approval by HR.
Coordinate timing with RHOS. OK.

SMALL

CSR: Mountain Rescue Stories
JYSK supports mountaineering rescuers.
Comment: OK.

NOVEMBER

LARGE

CSR: Foresting
JYSK plants 10,000 trees.
Comment: CSR not for large package.
OK to run as small.

SMALL

Christmas Collection Launch
PR event with journalists/SoMe influencers/bloggers.
Comment: OK.

DECEMBER

LARGE

CSR: Early Education:
JYSK & UNICEF announce new pilot programme to be implemented.
Comment: CSR not for large package.
OK to run as small.

SMALL

EB: JYSK Veterans
5 stories of employees who have been in JYSK for 10 years.
Comment: OK.

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

About

JYSK is an international chain of stores with Scandinavian roots that sells everything for the home.

The first store opened in Denmark in 1979. 

 Read more

JYSK Blue Line

JYSK BLUE LINE is created in order to secure JYSK as a strong and international brand.

When following these brand guidelines, it differentiates us from competitors, increases customers’ recognition and reinforces our identity.

JYSK Nordic

JYSK
Sødalsparken 18, DK-8220 Brabrand, Denmark
Tlf.: +45 89 39 75 00
Fax: +45 89 39 75 01

For enquiries please contact Marketing department

© JYSK BLUE LINE 2016