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A Guide to Media
Planning +
Buying
Hello!
We are Richardson
Media Group
A strategic media planning and buying agency, we
negotiate and manage advertising campaigns
across multiple delivery platforms. Learn more
about us at www.richardsonmediagroup.com.
Media Planning & Buying
Let’s map out the steps that go into developing
and implementing your advertising campaign.
1.
Asking
Questions
Every step in the
media planning
process is
informed by
carefully crafted
questions that
help us learn key
facts about your
brand and your
marketing goals.
Asking Questions
Campaign Objectives
Are you looking to raise
awareness of your brand? Do
you want to generate leads?
Do you seek to increase
enrollment or membership?
Audience Profiles
Who are your target audiences?
Define the demographic,
psychographic and geographic
profiles for each audience
segment.
Brand Identity
How is your brand currently
perceived in the marketplace?
What characteristics
differentiate your brand from
the competition?
Communications Efforts
Describe how you currently
communicate with your
customers and prospects?
What has worked well? What
hasn’t been as effective?
Budget
Have you settled on your
media budget? Do you have a
timeline for the campaign?
Have you thought about a
separate budget for creative
and production?
Next Steps
With this information in hand,
it’s time to investigate the
options and come up with
media recommendations.
2.
Evaluating
Media Tactics
Determining
the right
combination of
tactics requires
a clear
understanding
of how each
media vehicle
works.
Evaluating Media Tactics
Reach
Certain media vehicles
naturally offer wider reach,
meaning they expose your
brand to a broader, less
targeted audience. Examples
of wide reach vehicles are:
Outdoor billboards or
Broadcast television. On the
opposite side of the spectrum,
we find narrow reach vehicles
such as live events or targeted
direct mailings.
Frequency
The number of times your
brand’s message is exposed to
your target audience is called
frequency. High frequency
delivery vehicles showcase
your brand to your target
audience many times during a
campaign. Examples of high
frequency vehicles are
impression-heavy digital or
paid social ads.
Ideal Media Mix
It’s all about finding the most
effective ratio of reach and
frequency to drive your
successful ad campaign.
3.
Negotiating
the Buy
Making sure
you get the
best price and
the best
placement.
Negotiating the Buy
Negotiate Pricing
We negotiate with the media
outlets on your behalf based
on several important criteria.
Our purchasing volume and
long-standing relationships
with media vendors gives us
leverage to ensure that our
clients never pay rate card.
Negotiate Placement
There’s significant value to
where ads are positioned as
well. We negotiate for the best
placement to make sure your
message reaches the right
audience at the right time and
in the right place.
Build Relationships
We know how important it is
to adhere to your budget
allocations. We’re always
striving to help you get the
most for every advertising
dollar.
4.
Presenting the
Plan
Bringing the
media
recommendations
together.
Presenting the Plan
Review Recommendations
Ideally, we’ll present your
media plan in person (or via
video conference call) giving
us a chance to share our
recommendations first-hand.
Questions + Concerns
Over the course of the media
presentation, we’re happy to
answer all of your questions
and address your concerns.
We’ll edit the plan as
necessary, taking into account
any budget-related or
campaign goal changes that
may arise.
Secure Final Approval
Once the media plan is
approved, we will ask you to
sign a media authorization
and services contract,
approving the plan and
authorizing Richardson Media
Group to act as your agent to
buy and traffic media
deliverables on your behalf.
5.
Implementing
the Media Buy
Trafficking ad
creative and
launching the
campaign.
Implementing the Media Buy
Reserve Space
Upon receipt of the media
authorization, we prepare
insertion orders to reserve
space with each of the
vendors.
Collaborate with Creative
We provide our creative
partners with ad specifications
and deadlines. We work
closely to support messaging
and visual appeal.
Traffic Creative Deliverables
Once the creative assets are
approved by the client, we
send the ads to the our
vendors and follow-up to
confirm receipt.
Monitor Start Dates
As each element of the media
plan goes live, we demand
proof of placement from the
vendors.
Report + Refine
We provide ongoing and
timely engagement reports
and recommend ways to
optimize the plan to secure
optimum results.
Reconciliation + Make Goods
As media vendor invoices are
submitted, we reconcile the
client account and make sure
our vendors have delivered on
their contracts.
A little preparation before you begin will go a long
way towards ensuring the successful launch of your
advertising campaign.
Thinking Ahead
Thinking Ahead
➔ Understand your brand’s market position
➔ Know what sets you apart from the rest
➔ Identify your marketing goals
➔ Invest in quality creative assets
➔ Refresh your website
➔ Set realistic performance expectations
➔ Allow for the luxury of time
➔ Bring your internal (sales) team into the loop
➔ Make a laundry list of your questions
And...
Hire an Experienced Media Planner
When it’s time to launch your
advertising campaign, we hope
to hear from you! Let us guide
you through the process
step-by-step.
(978) 834-6885
info@richardsonmediagroup.com
Thank you!
We’d love to hear from you!
Richardson Media Group, Inc.
21 Water Street, Suite 7
Amesbury, MA 01913
(978) 834-6885
info@richardsonmediagroup.com
www.richardsonmediagroup.com
★ Presentation template by SlidesCarnival

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A Guide to Media Planning + Buying

  • 1. A Guide to Media Planning + Buying
  • 2. Hello! We are Richardson Media Group A strategic media planning and buying agency, we negotiate and manage advertising campaigns across multiple delivery platforms. Learn more about us at www.richardsonmediagroup.com.
  • 3. Media Planning & Buying Let’s map out the steps that go into developing and implementing your advertising campaign.
  • 4. 1. Asking Questions Every step in the media planning process is informed by carefully crafted questions that help us learn key facts about your brand and your marketing goals.
  • 5. Asking Questions Campaign Objectives Are you looking to raise awareness of your brand? Do you want to generate leads? Do you seek to increase enrollment or membership? Audience Profiles Who are your target audiences? Define the demographic, psychographic and geographic profiles for each audience segment. Brand Identity How is your brand currently perceived in the marketplace? What characteristics differentiate your brand from the competition? Communications Efforts Describe how you currently communicate with your customers and prospects? What has worked well? What hasn’t been as effective? Budget Have you settled on your media budget? Do you have a timeline for the campaign? Have you thought about a separate budget for creative and production? Next Steps With this information in hand, it’s time to investigate the options and come up with media recommendations.
  • 6. 2. Evaluating Media Tactics Determining the right combination of tactics requires a clear understanding of how each media vehicle works.
  • 7. Evaluating Media Tactics Reach Certain media vehicles naturally offer wider reach, meaning they expose your brand to a broader, less targeted audience. Examples of wide reach vehicles are: Outdoor billboards or Broadcast television. On the opposite side of the spectrum, we find narrow reach vehicles such as live events or targeted direct mailings. Frequency The number of times your brand’s message is exposed to your target audience is called frequency. High frequency delivery vehicles showcase your brand to your target audience many times during a campaign. Examples of high frequency vehicles are impression-heavy digital or paid social ads. Ideal Media Mix It’s all about finding the most effective ratio of reach and frequency to drive your successful ad campaign.
  • 8. 3. Negotiating the Buy Making sure you get the best price and the best placement.
  • 9. Negotiating the Buy Negotiate Pricing We negotiate with the media outlets on your behalf based on several important criteria. Our purchasing volume and long-standing relationships with media vendors gives us leverage to ensure that our clients never pay rate card. Negotiate Placement There’s significant value to where ads are positioned as well. We negotiate for the best placement to make sure your message reaches the right audience at the right time and in the right place. Build Relationships We know how important it is to adhere to your budget allocations. We’re always striving to help you get the most for every advertising dollar.
  • 11. Presenting the Plan Review Recommendations Ideally, we’ll present your media plan in person (or via video conference call) giving us a chance to share our recommendations first-hand. Questions + Concerns Over the course of the media presentation, we’re happy to answer all of your questions and address your concerns. We’ll edit the plan as necessary, taking into account any budget-related or campaign goal changes that may arise. Secure Final Approval Once the media plan is approved, we will ask you to sign a media authorization and services contract, approving the plan and authorizing Richardson Media Group to act as your agent to buy and traffic media deliverables on your behalf.
  • 12. 5. Implementing the Media Buy Trafficking ad creative and launching the campaign.
  • 13. Implementing the Media Buy Reserve Space Upon receipt of the media authorization, we prepare insertion orders to reserve space with each of the vendors. Collaborate with Creative We provide our creative partners with ad specifications and deadlines. We work closely to support messaging and visual appeal. Traffic Creative Deliverables Once the creative assets are approved by the client, we send the ads to the our vendors and follow-up to confirm receipt. Monitor Start Dates As each element of the media plan goes live, we demand proof of placement from the vendors. Report + Refine We provide ongoing and timely engagement reports and recommend ways to optimize the plan to secure optimum results. Reconciliation + Make Goods As media vendor invoices are submitted, we reconcile the client account and make sure our vendors have delivered on their contracts.
  • 14. A little preparation before you begin will go a long way towards ensuring the successful launch of your advertising campaign. Thinking Ahead
  • 15. Thinking Ahead ➔ Understand your brand’s market position ➔ Know what sets you apart from the rest ➔ Identify your marketing goals ➔ Invest in quality creative assets ➔ Refresh your website ➔ Set realistic performance expectations ➔ Allow for the luxury of time ➔ Bring your internal (sales) team into the loop ➔ Make a laundry list of your questions And...
  • 16. Hire an Experienced Media Planner When it’s time to launch your advertising campaign, we hope to hear from you! Let us guide you through the process step-by-step. (978) 834-6885 info@richardsonmediagroup.com
  • 17. Thank you! We’d love to hear from you! Richardson Media Group, Inc. 21 Water Street, Suite 7 Amesbury, MA 01913 (978) 834-6885 info@richardsonmediagroup.com www.richardsonmediagroup.com ★ Presentation template by SlidesCarnival