Integrated response
5 planning outputs
Channel strategy, market plan, budget allocation, measurement framework and creator or partnership recommendations.
Cluckin’ Good / Media strategy
From a national launch brief to an integrated media strategy.
I developed a complete response across research, channel strategy, market planning, budget allocation and measurement. AI-assisted execution helped me carry the work across disciplines; my marketing judgment connected the evidence, the choices and the finished experience.
Explore the work
Concept brand / Independent strategy study
- The challenge
- A national launch scenario for a concept restaurant brand: 45 stores and an $8.5 million media budget.
- My contribution
- Brief interpretation, research direction, strategic decisions, analytical review and interactive presentation.
- The evidence
- Published research, five connected planning outputs and inspectable calculations. Planning inputs are illustrative; campaign performance has not been measured.
01 / The challenge
One national launch.
Different local realities.
The brief asked how a new takeaway chicken brand could build recognition and encourage first visits across metropolitan and regional Australia. The response had to connect channel choices, local timing, an annual media budget, measurement and a point of view on creators and partnerships.
Cluckin’ Good is a concept brand. I used the scenario to work through a practical planning problem: how do you turn a broad ambition into recommendations whose inputs, calculations and conditions can be inspected?
A recommendation becomes useful when someone can see why it changes by audience, place and stage.
02 / What I did
One practitioner.
A connected response.
Framed the decisions
Translated the supplied brief into five connected outputs. Distinguished scenario requirements from research findings and identified the business and supplier inputs a live campaign would need.
Directed research and interpretation
Used AI-assisted research to gather and organise published evidence. Connected findings to audience, message and channel decisions, retaining source context and limitations rather than treating every statistic as a planning instruction.
Connected the strategy and the numbers
Developed market and launch-stage allocations, channel roles and worked cost calculations. Made the assumptions visible so a reader can inspect how each proposed amount follows from its inputs.
Designed measurement before claiming success
Separated recognition, first visits and loyalty registration. Defined who counts, the relevant period and the records or research needed, including what missing information would prevent a conclusion.
Built the experience and supporting materials
Brought the recommendations, evidence, calculations and supporting documents into an interactive presentation with guided navigation and speaker notes. Reviewed the outputs together for consistency and refined the explanation.
03 / Explore the work
Follow the recommendation.
Inspect the reasoning.
The complete strategy retains its interactive market and budget views, evidence connections, measurement examples and presentation controls. Start with the guided response or enter through a decision below.
01 / Channel strategy
Give each channel a clear job.
Explore how audience, launch stage and market type shape the recommendation.
Explore this decision 02 / Market planConnect awareness to an available meal.
Follow the local schedule and the store-readiness conditions behind it.
Explore this decision 03 / BudgetTrace the amount back to its inputs.
Inspect market allocations, launch-stage shares and the worked channel costs.
Explore this decision 04 / MeasurementDefine what success would mean.
See how recognition, first visits and registration require different counting rules.
Explore this decision 05 / PartnershipsSet a role before choosing a partner.
Review the proposed contribution, selection criteria and conditions for a test.
Explore this decision The working methodSee how the work connects.
Explore the preparation, review and human decisions in the operating model.
Explore this decisionSupporting documents and presentation notes
Read the full strategy, inspect the calculation workbook or return to the scenario requirements. For a guided presentation, open the strategy and select Speaker notes to launch a separate notes window.
04 / What the work demonstrates
From a supplied brief
to work you can inspect.
Working experience
An interactive strategy
A guided presentation with linked evidence, worked calculations, supporting documents and speaker notes.
Personal contribution
Judgment across disciplines
Research direction, strategic choices, analytical review and presentation brought together through AI-assisted execution.
The outcome is the completed strategy and its supporting work. The $8.5 million is the scenario’s proposed media budget, not managed spend or the cost of creating this response. Launch targets and worked examples are planning evidence, not measured campaign results.
Published sources support specific findings. Illustrative store records, prices and other planning inputs make the calculations inspectable. A live launch would require actual business records, supplier quotes, approvals and performance measurement.
A related challenge?
Start with the problem.
Make the next step useful.
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