CODAR is a unique, fractal and holistic integrated communications
tool. KB49 use it as their 'Intel Inside'.
NSPCC use it with their eight agencies, including Saatchi & Saatchi, WWAV, DNA and HPI Research, to enhance the quality of planning and evaluation. It is described as making a fantastic difference.
CODAR has been endorsed by the MNP Best Practice Group as an Open
For further information on open planning, integration and communications
optimisation, click here
CODAR: the open planning tool that makes integration possible
CODAR is a unique open
planning tool that achieves the big ambition of unified communication
planning and evaluation.
It has a simple but powerful technique, which defines and evaluates all communication activities, from top
to bottom, across all contact points, within all disciplines, and
related to all and any business objectives, using a single intelligent
framework derived from the way communication affects people.
CODAR benefits include:
- It is simple. Yet rigorous: you get to profound insights about
communication objectives and how they will contribute to more
sales and to brand and customer equity. For example, it provides
a considerably more effective and rigorous basis for discussion
and debate about what the communication objectives should be and
how they will contribute to brand and customer equity. And later
you can develop channel optimisation tools to support planning.
- It covers every aspect of the customer or other stakeholders'
interactions with the brand, across all media/Touchpoints in any
kind of communication by any skill group.
- It improves the precision of the brief while enhancing the creative
space and opportunity. The result should be more 'creatively effective'
and more efficient solutions.
- This also means that it can be used for internal briefing for
internal communication centres, such as call centres, service
personnel and sales people.
- It is adaptable to all kinds of working situation and levels
of application. For example it enhances a conversation in the
corridor, a workshop, electronic briefing, econometric database(s),
optimisation tools and knowledge management system(s). Use it
therefore as hi-tech or lo-tech as you require. And it is typically
easy to connect it to existing tools, acting as an upgrade path.
- It provides a clear brief for research and is easy to translate
into a research instrument for planning and evaluation. It even
works as a research library organisation tool.
- It provides a corporate-wide performance database for econometric
analysis that provides genuine common currency accountability,
learning and insight.
CODAR draws on decades of marketing communication practice and
psychological theory in defining five dynamic and inter-dependent
planning dimensions to plan and evaluate any communication. These
- Idea forming, referring to the communicator’s objective
of influencing the ideas, associations and thinking of the communication
recipient, for example about the brand or a particular project
or product. This is therefore primarily a cognitive planning dimension.
- Relationship building, referring to the objective of causing
the communication recipient to feel him or herself connected through
some form of relationship with the brand or its representatives.
Examples might be the feeling of affinity with the values of the
brand or culture, trust or appreciation, the sense of being personally
recognised and appreciated, gaining accessibility to the communicator
or brand, feeling a sense of belonging to some privileged or special
group, involving the brand and its products more in everyday life,
and others. This is therefore primarily an affective planning
- Behaviour activation, referring to the objective of causing
an intentional or actual behaviour change by the communication
recipient, for example sales activation, sales enquiry or commitment
to behaviour change. This is therefore a conative-planning dimension.
- Help or service support, referring to the objective of providing
required help or support to the communication recipient, for example
in the form of information about a product or policy or help in
a process. Here the objective is to reduce anxiety and generate
the feeling of being cared for.
- Product, service or environment experience, referring to the
objective of giving the communication recipient an experience,
whether actual, such as in a product trial, or imaginal, such
as through a virtual, visual or verbal representation of the subject
or product. Here the proposition is that it is difficult to agree
to a roposition unless it and its consequences can be imagined.
Each of these objectives or dimensions is present to some extent
in every act of business-oriented communication. However, the relative
priority and specific objectives of each element will vary from
communication to communication. It is the process of selecting the
relative priorities (represented on a radar chart) and specific
content of these objectives and subsequent evaluation of performance
against them that constitutes the core of the process and tool.
Because the same framework is used from master level (e.g. global
brand positioning) to fine detail (e.g. a banner ad), it has fractal
properties. ractal is a term coined by the Nobel Prize winning scientist
Mandelbrot to refer to structures that replicate to increasing levels
of detail, the whole reappearing in the parts, a phenomenon common
in nature and key to Chaos Theory).
The scores assigned to each communication at the planning and evaluation
stage represent the communication’s CODAR signature and each
communication can then be compared with any other as to the balance
of objectives. Along with these scores, communicators provide precise
descriptions of the objectives, define successful performance in
relevant units, and specify the planned contribution related to
budget of the activity. It is therefore possible to define a planned
score or performance level (‘plan score’) and subsequently
calculate the actual score or performance level (‘actual score’)
for each and any communication of any type.
CODAR is also more than a smart prioritisation tool: it is a complete
system for planning, managing and optimising communication. More...
The AA's previous communication, based on the endline
The 4 th Emergency Service, proved dysfunctional, ignoring over
half the brand's revenue lines, including insurance. A brand relaunch
based on a more coherent proposition (the AA rescues you from uncertainty)
summed up in the icon Just AAsk had these CODAR objectives.
Each element in the subsequent communication plan contributed
to these objectives. CODAR uses the same tool 'from top to bottom'
and across all media and disciplines.