Texas State University Account Planning Blog: Class Project: Klean Kanteen

by Gigi Taylor

To teach the account planning process, I assign the class a project revolving around an existing product or service. Kleen Kanteen was the assigned brand for this Spring 2009 semester. The students were required to follow all of the steps of a true to life account planning project. Students were asked to first "get smart" on the category and the brand by reviewing secondary sources. Their first assignment was to submit a Secondary Research Report which included an industry overview, competitive creative analysis, and SWOT analysis.

They use this overview exercise to develop research questions for their second assignment: survey research. Using Survey Monkey, students collected surveys regarding attitudes and behaviors of the beverage carrying consumer population. Then building on the survey research, students conducted qualitative research (focus groups, interviews) and used projective techniques to gather insights into both existing users and potential users of Klean Kanteen.

The final, most important exercise was then to condense all their research into advertising strategy. We spent several classroom sessions discussing the crucial leap from research insight to creative strategy. Like in an advertising agency, students used the creative brief document as the blueprint of the entire campaign.

I emphasize the importance of good writing. We study ads from a creative brief perspective. We write creative briefs. We critique creative briefs. In addition, I encourage my account planning students to think like art directors or copywriters. How can we inspire creative teams? How can we communicate key insights and strategy in a compelling way? How we be a creative muse yet be the guide that assures the work is strategically focused?

This emphasis on the leap from research insights to advertising strategy is what makes this class (MC 4316F-Account Planning) different from the existing research classes in the curriculum. Just like the real world, account planning and research differ in terms of process. Account planners work closely with art directors/copywriters throughout creative development. The semester long project assignment is an effective teaching method because students get to live and learn process: from situation analysis to creative brief.

Here are the Spring 2009 Klean Kanteen student groups.

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