Powerful Media Planning and Buying Philosophy Yields Results
January 22, 2021
Owned media icon: an interior circle broadcasts information.

Owned

This is content you create and share on communication channels you own.

Examples: websites, videos, podcasts, newsletters, white papers, blogs, webinars

Earned media icon: a circle sends out info, which is amplified by others.

Earned

Content written about you or your business that you have not paid for or created.

Examples: public relations, media articles, viral marketing, some influencer outreach

Shared media icon: a circle shares info to others, who continue sharing.

Shared

Content created and shared by communities.

Examples: social media comments and shares, online reviews, feedback forms

Paid media icon: a coin is used to send out media.

Paid

Content you pay to place.

Examples: Google Adwords, display/video, tv and radio ads, direct mail, print ads, social media ads, outdoor media (billboards, banners), influencer marketing, retargeted online ads

1

Research & Discover

In this step, we research company core strengths to define or redefine the brand while also identifying unique value propositions and verifying key audiences. We carefully take the time to develop a Brand Brief to guide the process and all future initiatives. This data provides the foundation for determining the right mix to reach your target audience so media budgets are maximized efficiently and effectively.

2

Analyze & Plan

In the second step, we analyze the company’s strategic plans and current marketing materials and audit the competitive landscape. It’s at this stage we develop a plan with the media strategy, goals and objectives and map out Key Performance Indicators (KPIs) for measurement.

3

Create & Implement

Once the plan is complete, we begin to manage the media buying process. Our extensive knowledge about all media facets coupled with our relationships with national media reps allows us to negotiate and extend buying power, securing the best possible value for clients. During this process, we also create branded designs rooted in strategy to connect people emotionally to the company brand, building recognition and value over time. Ultimately, we implement the final ads across the agreed upon communication channels.

4

Evaluate & Report

The final step is to review effectiveness and continued relevancy of the strategy, goals and objectives. What’s working and what’s not? We identify and measure relevant KPIs through each step of every ad campaign and make adjustments if needed. Data obtained helps shape not only the current campaign, but future campaigns as well as we test effectiveness of each tactic.

Let’s Connect