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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:

  • All campaigns are effective and grounded in media science. No wastage!

  • All campaigns align to your content & business requirements

  • You address the needs of different audience segments

  • You maximise your audience communication & marketing real estate

  • You save time in your campaign planning

  • An under-resourced team is equipped with the tools to plan and implement effective marketing

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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

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Optimum Media Mix

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Target Audiences

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Campaign Flighting

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Campaign Weight,
Reach & Frequency

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Campaign Metrics

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Annual Make-List Volumes

Case study: Multi-media campaign planning model

 

Northern European market leader

Northern European | market leader

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Why

  • Promotional model heavily grounded in linear best practices challenged with a huge shift in audience to digital services

  • A multi-media organisation, struggling to integrate and fully exploit the combined power of their owned media portfolio across TV, Radio & Digital platforms

  • Under resourced creative & media teams, struggling to serve the demands from both linear and digital services

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What

Developed a Multi-Media Campaign Planning Model that:

  • 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

  • Optimised media inventory to deliver 15% increased value and improved campaign effectiveness

  • Provided a bespoke campaign tool kit for under resourced teams, ensuring all campaign plans are grounded in media science

  • Re-aligned linear vs digital balance to reflect changing audience behaviour & shift in creative resource