Media Planning
From TV to online, print to radio, we turn your advertising budget into more measurable impressions, leads and sales.
Media planning is the science of using hard data on demographics, geographies, and media impressions to build a calendar of advertising activity. Our media plans put your advertising messaging in front of the right audience, where they are most likely to see it.
Our media planning services include these basic deliverables:
- Demographic targeting. Analysis of your target demographic groups and how they use media.
- Geographic targeting. Assessment of geographic locations.
- Media forecasts. Our media plans are more than flowcharts — they express the exact impression counts you will achieve, and compare the cost options of different media formats.
- Advertising measurement. We will advise your marketing or communications team on the newest ways to measure ad response .Because results matter, we build result measurement into the campaign.
Print advertising can work brilliantly, or fail miserably. We’re experts in assessing how your target customers prefer to receive messages, if print is the right solution, and if so which publications will get the message to readers who will respond.
You’ll sidestep one of the most dangerous aspects of marketing: spending money on print advertising that does not work.
- Research on your demographic media consumption habits in print including sections read.
- Selection of prioritized print vehicles (magazines, newspapers, inserts, wraps).
- Recommendations for optimization print media mix to improve lead generation or responses.
TV
Plan TV campaigns across hundreds of channels and scores of emerging formats. We’re experts in designing broadcast schedules that reach more of your target audience, in the networks, programs, and day parts most likely to be seen and remembered.
The benefit to you: TV buys that reach your exact audience, removing 10-40% waste, and maximizing impressions, recall and response.
- Audience research including Nielsen ratings.
- Competitor spending research.
- Maps of cable zones compared to your target geography.
- Media mark Research (MRI) analysis of your consumer TV viewing preferences.
- Prioritization of networks, shows, and day parts most likely to reach your audience at the lowest cost, in a target-rich environment.
- Detailed media plan scenarios that give you options, with supporting rationale, for your media buy.
- Recommendations for reducing media spill.
- Forecasts for total impressions effectively within your target.
- Media plan charts for your approval.
- Media negotiations.
- Negotiation of value-added opportunities.
- Research into emerging broadcast TV trends.
Radio
We plan sophisticated radio campaigns across all markets that reach the right people at a lower cost.
The benefit to you: Our radio campaigns minimize waste, and reach your target audience when they are most highly attuned. This can save you thousands per station.
- Analysis of market ratings from Arbitron.
- Maps of radio broadcast areas for visual analysis.
- Media Audit analysis of your consumer radio listening preferences.
- Prioritization of networks, formats, personalities, and day parts most likely to reach your audience at the lowest cost.
- Detailed media plan scenarios.
- Recommendations for reducing media spill.
- Forecasts for total impressions effectively within your target.
- Media plan charts for your approval.
- Media negotiations.
- Negotiation of value-added opportunities.
Internet
Web-based communications change every day.
The benefit to you: Internet marketing is often the lowest-cost way to generate leads and responses for your business. A slight change in efficiency on Google, or in banner strategy, can give you a 30-50% increase in internet results.
Internet advertising deliverables:
- Research on your target demographic internet consumption habits.
- Prioritization of internet strategy, including search engine marketing vs. banner ads vs. behavioral targeting vs. alternative formats vs. social networking micro sites.
- Negotiation with online advertising vendors to provide you the best rates.
- Recommendations for campaign optimization.
- Consultation on landing page, lead forms, and prospect data collection
Search engine marketing deliverables:
- Pay-per-click campaign set up.
- Development of thousands of search “keyword” phrases that put your service or product in front of online users searching for it.
- Implementation of your campaign on all appropriate networks, such as Google, Yahoo, MSN, hundreds of related search engines, top web properties, or online banner ad networks.
- Ongoing reports analyzing keyword, banner ad or creative performance
Outdoor
Did you know that out-of-home advertising is the second-fastest growing ad channel in the United States (after only the Internet)? There are now hundreds of different outdoor formats, from 14×48 billboards to bus shelters to bus shrink wraps to projection ads on sides of buildings to moving mobile ads.
The benefit to you: Effective use of outdoor advertising to truly make impressions that drive results.
- Research on your target demographic.
- Analysis of drive-time zones in your major geographic markets.
- Mapping of outdoor locations.
- Research into all formats in your area.
- Media plan scenarios showing impressions, weekly activity, and strategic recommendations on market pulsing, rotation, creative scheduling, and alternative formats.
- Recommended integration into other media formats.
- Tough negotiations designed to provide more outdoor exposure within your budget.
- Trafficking of all mechanicals.
- If needed, print production and delivery of creative materials to outdoor vendors.
- Photographs of your actual outdoor campaign in action.
