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A media plan is something that not a lot of brands and businesses use but they’re so important. A media plan is essentially a blueprint for how your ads are going to be bought. And it involves listing out all the different channels that you have; then within that, itemizing all the different activities, so formats, or specific moments that you have; and actually listing against that, your total spends; and then going into it more detail and listing your month-by-month costs.
And very quickly what you have is a very concise and very precise media plan of how everything is to be implemented. This gives your team a real clear plan of what is happening, when it’s happening, when it goes live, and when it should be reported on as well.
This gives you a document that you go to your superior with, you put it on their desk, and you say, “Here’s the budget, this is how much I need. Are you happy to sign this off?” They sign it off. It’s implemented. There are no questions. It is important to have a paper trail with this, not because there’s a lack of trust but purely because it gives you documentation that actually supports everything you’re doing.
If anyone ever questions what you’re doing, you have two, three documents that you can take out at a moment’s notice to say, “Yeah, we’re doing this because of this reason.”Back to Top
Head of Digital Strategy @ DDFH&B
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ABOUT THIS DIGITAL MARKETING MODULE
This module teaches you how to create an all-encompassing social media marketing strategy. It starts by providing best practices for planning and conducting research into your strategy, and covers topics such as owned research, accessed research, desk research, audience research, competitor research, and social listening. You learn how to set measurable objectives and KPIs for your strategy, and how to analyze and track your activities. Finally, you learn how to build and execute your strategy, and how to measure its impact and performance.
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