How To Write And Execute A Media Plan?

Published by MBA Skool Team, Published on February 01, 2016

Writing And Executing A Media Plan is a big task for an organization wanting to reach out to its customers. A media plan require lot of efforts and analysis to achieve success. As we know Media is the delivery guy. The right media carries a sales, promotional, brand, relationship or messages to the people most likely to be impacted by it - those people who are in the market for your products or services. So determining what media will work best to reach those people and achieve the goals is a difficult task. Execution requires perfection, to save time while making media plan it should me always in mind that the task mentioned in it are executable or not.

Four process which a media plan consists are:

• Setting the media objectives in sync of marketing and advertising objectives.

• Developing a media strategy for implementing media objectives.

• Designing media tactics for realizing media strategy.

• Proposing procedures for evaluating effectiveness of media plan.

Image: pixabay

So while writing a media plan, we shall start with a mission statement and then decide about overall organizational goals and plans. Later we should decide on how do those goals and plans can be implemented in real life scenario. Research is the most important factor that leads to a better media plan. Research can be either primary or secondary based on the requirements. It helps in answering questions like what competitors are doing? Were the previous campaigns successful? What was the impact on audiences?

Before going ahead with the media plan you should be clear about your target audiences as who are your primary and secondary audience. After identifying your target audience, create profiles that include details such as Demographics (Gender, ethnicity, age, religion, education), Geography (National, urban, rural), Attitudes, media preferences, Culture etc. While writing a media plan list down every outlet for communicating with audiences that you have or want to have. Before embarking on your story placement media strategy, a media planner must have a solid handle on the target audience. If not done properly, planner will simply end up on a wild goose chase, spending lot of time pursuing opportunities that are of little value. Tools, which are going to be used as communication medium to spread your messages, can be Websites, Newsletters, E-mails, Social media, Television ads etc.

An organization trying to establish its product or service in today's world now has the benefit of the digital media as an efficient marketing tool. Quicker than ever, digital forms of media such as mobile, laptops etc. can help a company determine if its products or services will be a success or a flop. It should always be in mind that not all social media channels are same. After in depth research and analysis you shall choose the right ones for the products or services you’re going to sell. For example, LinkedIn is a good platform to target for B2B sales while Facebook may be better if you’re in the Electronics or fashion business. Always look at your competitor and know where and which channels they are using to advertise and which relevant channels they have missed. You should identify influencers who can reach your target audience. Good bloggers generates high levels of trust in their readers and are helpful in creating buzz for your brand. Your media plan is the real muscle power behind your advertising messages. Messages reaching to audiences should be S.M.A.R.T (Specific, Measurable, Achievable, Realistic, Time-bound). Ensure that you include any or all media contacts as an attachment to your documents that are important in a media plan. A mixture of videos, info-graphics, guides and other styles will engage your customers effectively.

Resource identification is an important task which needs to be taken care. Different kinds of resources required for it are Human, financial, Intellectual and material resources which will help in better execution of a media plan. Once we have made an estimate of what resources are available, we can go ahead to create a budget. While it is always good to plan ahead for media-making needs by including funding for overall campaign or project budget, if do not have adequate funds available, there are organizations which provide funds for rights-based media campaigns. Approaching them with a good proposal can generate funding for the media campaign. Also, approach other organizations and individuals who want to be partners in the campaign and who can bring in their own resources. Hiring experts can enhance your media plan to the next level. They will assist with valuable research by using their experience to advise you on goals and outcomes. Even, you can get more enhanced and structured data analysis on your campaign's performance. Getting to the right editor at the right time should never be a matter of serendipity. Budget the time and resources throughout the project cycle to do the right outreach to the right outlets, people at the right time. Plan to revisit the calendar throughout the year with fresh ideas that will put you at the front of the competition line.

Security and privacy is an important factor in media industry. Making and then distributing media may involve risks. We may need to film in places where governments, or officials, are involved in illegal activities. Privacy of documents, films, and photographs also needed to be taken care as it may lead to failure both strategically and on monetary basis.

Evaluation is one of the best practice which can be adapted to make sure how much efforts were put, how many people were reached. It is always helpful to measure and analyze results in real time. Come up with smart ways to evaluate, and make sure that some of those evaluation metrics include numbers and stats. Finally, after the campaigns have run for some amount of time, analyze the results that have come out of it. Figure out what worked and what is falling flat and then adjust your media strategies accordingly. Also, don't re-commit to a dud or things that shows no signs of improvement.

This article has been authored by Smit Pandey from SIBM Pune

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