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MARKETING & MEDIA PLAN

Combine Traditional and Digital Media Methods

OUR APPROACH

More of What Works.

Less of What Doesn't.

A Strategic Marketing and Media Plan combines the elements of traditional marketing with media planning, creating/buying strategies to ensure that the brand message reaches its target audience through the most effective channels.  

  • Situation Analysis: Review of the current market and media landscape and analyze internal strengths and weaknesses, external opportunities and threats (SWOT analysis), the competitive environment, current market position, and media consumption trends.

  • Target Audience:​ Identify and understand the core audience. Segment the market and define primary and secondary target audiences. Describe their demographics, psychographics, behaviors, media consumption habits, and motivations.

  • Marketing Objectives: Set measurable goals for the marketing aspect of the plan. Set SMART (Smart, Measurable, Attainable, Realistic and Timely) objectives like increasing brand awareness, driving lead generation, or boosting sales.

  • Media Objectives: Set goals related to media exposure and engagement. Define objectives such as reaching a certain percentage of the target audience, achieving a specific frequency of exposure, or engagement levels of particular channels.

  • Marketing Strategies: High-level approaches for the marketing components. Formulate strategies related to product, price, promotion, and place (the 4 Ps of marketing).

  • Media Strategies: Determine the best mix of media channels including traditional (print, tv, radio) and digital (social media, PPC, content marketing) and and decide on the nature, timing, frequency, and context of media placements.

  • Tactics and Action Plan: Determine specific activities and campaigns to be executed and detail both marketing and media initiatives, timelines, responsible parties, and integration points between the two.

  • Budget Allocation: Budget the marketing activities and media buying. Allocate funds based on expected ROI, strategic importance, and audience reach.

  • Monitoring, Measurement, and Analytics: Track effectiveness of both marketing and media efforts. Define KPI's for all activities. Utilize analytics tools to gather data, measure ROI, and evaluate campaign effectiveness.

  • Contingency Planning: Develop strategies to counter risks or uncertainties and ensure agility to respond to new challenges or opportunities.

  • Review and Iteration: Refine based on results and feedback. Review the plan's effectiveness and make adjustments based on outcomes, feedback, and evolving market and media trends.

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