Crafting a Comprehensive Media Plan for a Client

Task

Task:

The plans book assignment will consist of the student individually crafting a media plan for the selected client they chose at the beginning of the semester. The goal of the plansbook is to create a comprehensive media plan for the client to effectively place advertisements in the most efficient method possible. The project will consist of an executive summary, a SWOT analysis, research, marketing objectives, and media objectives (See chapter 5 of MFP for further details).

Since every client is different and varying in size, there will be overall different expectations for size and cost of the media plan. Therefore, the rubric in terms of specifics that are expected will be relatively loose. However, this assignment sheet will provide the basic skeleton for what every book should look like to some extent.

This is deceiving because this is not your typical research paper. I will outline the sections, but advertising plansbooks are not copious amounts of texts. Advertisers love charts, graphs, images, infographics, spreadsheets, etc. I will actually encourage you to not have an incredible amount of information per page. It should be one thought per page (e.g. one page for a SWOT analysis).

Brand History

You are responsible for understanding your client. Therefore, a breakdown of your client’s history, current status, prior advertising campaigns, public perception will be included to recognize who your client is, and what problems challenge you to create this campaign.

Competitor History and Market Analysis

You will also need to know who your primary and secondary competitors are with context to your brand. This will also help you understand your media share with your clients. Providing a few infographics about your share would be very useful for your client to understand where they sit in the market.

Research

This will be your secondary research findings concerning your social media investigation about your client and any other research regarding newspaper articles, journal articles, books, interviews, etc. This will comprise of your secondary research, but it will be incredibly useful for the rest of the campaign

Target Demographic and Buyer Personas

Explain who you want to purchase your product. What is the age range that you would like to work with? What psychographic pertain to your brand the most? Afterwards, incorporate your buyer personas that you completed earlier in the semester.

SWOT Analysis

This is self-explanatory, but you will incorporate the SWOT analysis from your previous work.

Public Relations/CSR

Given the merge with PR and Marketing/Advertising expressed by David Meerman Scott, I would love a page dedicated to a PR/Cause related advertising idea that you might have. An easy way to do this is figure out how your organization can give back to the community/pair with a Non-government non-profit organization that will endorse some cause related marketing. A description for how your organization can give back is instrumental now more than ever.

Media Mix

This is where I want y’all to be creative, but don’t waste time on creating advertisements. I want your ideas for where you would like to advertise. This can include

1.Traditional: TV, Newspapers, Magazines, Radio
2.Non-Traditional: Billboards, POP Ads, etc.
3.Digital & Social: Internet and Social Media executions
4.Mobile: Ideas for an App, Mobile Coupons, etc.