Multi-Media Campaign Planning Model
Do you have tailor-made, effective media plans for all your content needs?
Media organisations often don’t have the internal resource to adequately plan all their campaigns, often running into 100s in number.
Our Multi-Media Campaign Planning Model solves this problem at a portfolio level.
We utilise our media planning expertise and your audience data to create a set of tailor made media plans that provide a crucial tool kit for your internal teams.
This ensures that:
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All campaigns are effective and grounded in media science. No wastage!
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All campaigns align to your content & business requirements
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You address the needs of different audience segments
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You maximise your audience communication & marketing real estate
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You save time in your campaign planning
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An under-resourced team is equipped with the tools to plan and implement effective marketing
Multi-media campaign model ingredients
1. MARKETING
REAL ESTATE
2. AUDIENCE
SEGMENTS
3. MEASUREMENT
& EFFECTIVENESS
4. CONTENT
Apply Communication Principles to Planning
Campaign model incorporates frequency planning to ensure effectiveness at each campaign stage for a specified target audience
Example : New Series Targeting 25-44 Women
6 AVE.
FREQ
Launch
4 AVE.
FREQ
Ep2
Ep3
4 AVE.
FREQ
3 AVE.
FREQ
Ep4
Optimal levels of GRPs by episode
The essential component parts of each campaign in our multi-media model
Optimum Media Mix
Target Audiences
Campaign Flighting
Campaign Weight,
Reach & Frequency
Campaign Metrics
Annual Make-List Volumes
Case study: Multi-media campaign planning model
Northern European market leader
Northern European | market leader
Why
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Promotional model heavily grounded in linear best practices challenged with a huge shift in audience to digital services
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A multi-media organisation, struggling to integrate and fully exploit the combined power of their owned media portfolio across TV, Radio & Digital platforms
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Under resourced creative & media teams, struggling to serve the demands from both linear and digital services
What
Developed a Multi-Media Campaign Planning Model that:
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Was uniquely tailored to a wide range of target audiences, addressing the needs of super-served along with less engaged audience key for future growth
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Optimised media inventory to deliver 15% increased value and improved campaign effectiveness
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Provided a bespoke campaign tool kit for under resourced teams, ensuring all campaign plans are grounded in media science
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Re-aligned linear vs digital balance to reflect changing audience behaviour & shift in creative resource