Outline of a Media Plan

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Outline of a Media Plan

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Executive Summary

• A short presentation that goes at the beginning
  of a media plan
• Shows only the main details of the plans that
  busy executives can quickly know the essence of
  the plan
• So that busy executives can quickly know the
  essence of the plan
• It should include a table of contents of your
  media plan

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Situational Analysis

• Research prepared in document format to provide
  background for a media planner to prepare a plan.
• Provides perspective on where a brand has been
  and where its potential lies in the future.

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Situational Analysis Includes

• History of the market
• Deals with sales of all brands in the
  market-including client (all pertinent brands)
• Includes geographic sales distribution, (zip
  codes for Homevestors), market size in dollars
  and units (What type of market is this according
  to Homevestorsin presentation), market share,
  any seasonal effects and price effects

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Situational Analysis Includes

• Distribution channels
• Objective is to learn how a brand and its
  competitors distribute products
• Includes methods of selling, advertising budgets
  and how and why promotions may be used.
  Distribution information often affects media
  strategy because it can help planner decide
  where to advertise.
• How this relates to you. If Homevestors was on
  the air all months last year, maybe they should
  consider heavying up in some months or cutting
  back in others. Contact Ms London for last years
  flowchart to see what they did.

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Situational Analysis Includes

• The consumer of the product
• This profile of users of the product type (not
  just Homevestors) includes personal demographics
  such as age, sex, income, occupation and
  geographic location. Lifestyles and attitudes
  should be included
• Profile of who buys this product vs who buys
  competitors product (mom and pop) if available.

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Situational Analysis Includes

• The product
• A history of the product and how it was
  developed.
• When and why any product changes were made and
  the effects of such changes
• Consumer perceptions of the values of various
  brands can be importanthow do consumers view
  Homevestorsthey like to improve neighborhoodsvs
  competitors if known

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Situational Analysis Includes

• Advertising and media analysis
• Analysis of media expenditures for competing
  brands (SOV) You have 4th quarter dataassume
  its the same for all quarters.
• Includes media classes usednames of media (TV,
  RADIO) and dollar and allocation of each medium.

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Organizing your Plan

• State the Marketing Challenge/Objective
  succinctlywhat is your original problem,
  challenge or task? What the whole thing is
  about.
• This was given to you by HomevestorsIT is the
  Marketing objective, NOT the Media objective

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Organizing the Plan

• Data tables
• Are you going to have this at the end in an
  addendum or along side the presentationmedia
  numbers are boring, so consider addendum or
  charts with colors.
• Present an overview of competitive activity and
  elementsInclude SOV data
• Clients what to see what their competitors are
  doing and you might get them to increase budgets
  by doing this.

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Organizing the Plan

• Budget table-Provide one
• This is like an outline of spending
• Outdoor 300,000
• TV 150,000
• Radio 100,000
• DM 100,000
• YP 5000

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Organizing the Plan

• Provide a flow chart.
• Start working on this NOW. This will take you a
  lot of time to do. You need to decide how you
  are going to spend the budget and whoever is
  putting this together needs to start working on
  it now.
• Creative elements of a flowchart
• Flighting
• Different weight levelsheavier at start?
• Different dayparts in TV
• Placing certain medias on the air at the same
  timeoutdoor and DM?

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Organizing the Plan

• Flowchart continued
• Dont do the same thing all year long month in
  and month out. Boring and not creative.
• Do include interesting thingsAre you tying into
  any promotions or tradeshows? Are you conducting
  any unique guerilla tactics that should be
  highlighted on flowchart?
• Are you going to set aside any money for
  opportunistic purchases that may come up during
  the year?
• Are you going to do a series of radio remotes
  with the radio hosts?
• Are you proposing any promotions during the year
  to coincide with holidays or tax season or end of
  year?
• Your flowchart should reflect all of theseand if
  there is a way you can make it interesting with
  color, do it.

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Organizing the Plan

• Write Media Objectives
• Remember 2 elements of each objective
• Each objective should relate to a marketing
  objective and/or strategy
• Each media objective should be stated as
  completely as possible.
• The more detail, the more likely the objectives
  will serve as guides for media strategies.
• Your Media Objective might include We need
  large reach and modest frequency (making that up)
  You need to define what large and modest are.

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Organizing the Plan

• The difference between media objectives and media
  strategies Media objectives are goals that are
  related to the marketing objectives and
  strategies media strategies are actions that can
  fulfill these objectivesmany strategies can
  fulfill one objectiveyour job is to choose most
  effective strategy from all possibilities.

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Organizing the Plan

• Objectives Example Reach 60 of target
  audience a minimum of 3 times if first 4 weeks
  of campaign with sustaining R/F of 50R, 3F
  (Making up)
• Strategy How you are going to reach 60 of
  target audience a minimum of 3 times
  (combination of TV, radio, DM, yellow pages,
  etc.)

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Organizing the Plan

• Include rationale on why you didnt include
  certain thingsdid not include newspaper due to
  declining readership levels. Phoenix paper costs
  have escalated 10 in past year while readership
  has declined 15. Made this cost prohibitive
  when considering other alternatives.

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Organizing the Plan

• Tactics How you will accomplish your
  strategies
• Example Objective 70 R, 15 F
• Strategy TV, Radio, outdoor, promotion
• Tactics 30 and 15 second TV running M-W
  only, 60 second radio on news/talk only, 30
  sheet pre-emptible outdoor, specific zip codes
  for DM, Radio and DM at same time

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Organizing the Plan

• Different tactical ways of scheduling broadcast
• Continuity-same amount of weight throughout the
  plan (you might have some hiatus weeks, but all
  weeks with activity have same weight levels)
• Pulsing-Just like a pulse. One week activity,
  next week nothing, next week activity, next week
  nothing. On again, off again tactic
• Stair stepping Different weight levels by
  consecutive weeks. Example 3 week flight- Week
  1 125 grps. Week 2 100 GRPs. Week 3 75
  GRPs. Week 4 off the air. You might repeat
  this pattern throughout the plan.

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Organizing the Plan

• Graphic Elements
• How can you make this stand out?
• Colored charts on SOV?
• Bar graphs on who their target audience is?
• Web site presentation
• Animation

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Organizing the Plan

• Make it cohesive
• Practice your Presentation
• Be creative and provide creative ideas
• Provide information on how you interpreted the
  research.
• Provide information on how you took any
  geographic considerations into account.