Media Plans 101

A media plan outlines how a business will use various media channels to achieve its marketing and advertising goals. It details the selection, timing, and placement of media outlets to reach the target audience effectively.

And not to spoil the ending, but yes, you probably need one.

At Hagan, a media plan is our roadmap to helping our clients succeed.

For each client, we research, strategize, and collaborate to create a full media plan that best suits the clients goals, audience, and preferences. This plan lays out the media partners we’ll use–whether they’re digital, outdoor, print, radio, TV, or something out of the box, the way we’ll deploy creative with those partners, the percentage of the media budget each will receive, and the timing of everything.

Here’s a breakdown of a media plan’s key components:

Objectives

What is your desired outcome?
Define clear goals: brand awareness, lead generation, sales, etc. Get as strategic as you can.

Target Audience

Who is your customer?
Identify the demographics, values, and behaviors of the target audience.
Use market research to understand audience preferences and media habits.

Media Channels

Where do you want to reach your audience?
Select strategic media channels (TV, radio, print, digital, social media, OOH).
Consider the messaging and visual elements needed to best engage your audience on that specific channel. At Hagan, we recommend channels based on extensive market research, leaving your business in a position to go fishing where the fish are.

Budget

How do you want to break down the budget between the channels?
Determine the total budget for the media plan and then allocate budget across different media channels and campaigns based on objectives and audience reach. When dividing up the budget, we look for the most efficiencies and the best way to spend every penny to drive results.

Timing and Scheduling

When will ads run on each platform?
Plan the timing and frequency of media placements. Create your media calendar to schedule campaigns for optimal impact.

Creative Strategy

What is your message?
Develop the messaging and creative elements for each media channel, keeping in mind the context of each channel. Ensure consistency in brand voice and message across all media.

Once the plan is developed, then it’s time for implementation.

Media Buying

Negotiate rates and purchase media space or time for each platform in the plan. Work with media vendors and platforms to secure the best deals.

Measurement and Analysis

Set key performance indicators (KPIs) to measure the success of the media plan. Use analytics tools to track and evaluate the performance of media campaigns and adjust based on performance data and insights.

Remember: It’s always okay to iterate based on what you’re learning!

Why is a Media Plan Important?

A well-crafted media plan is essential for any business looking to effectively reach and engage its target audience, driving brand awareness, consideration, and ultimately, conversions.

• Targeted Reach: Ensures that advertising efforts are directed at the right audience, maximizing the impact of the marketing budget.
• Consistency: Provides a coherent strategy across multiple channels, maintaining a unified brand message.
• Efficiency: Helps in the efficient allocation of resources, avoiding overspending on less effective media channels.
• Measurability: Allows for the tracking of campaign performance, making it easier to measure ROI and make data-driven decisions.
• Adaptability: Facilitates adjustments and optimizations based on real-time data and market changes.

The next question a business needs to answer is should we create and implement a media plan in-house or should we use an agency? And that answer will largely depend on the man-power and resources the business has available, and whether they want to use them for that purpose.

In-house media planning involves a company using its own employees and resources to plan, execute, and manage its media strategy. This approach means that the marketing or advertising team within the company handles all aspects of media planning, from strategy development to media buying and campaign execution.

Our Process

At Hagan, we specialize in creating and implementing comprehensive media plans tailored to the unique needs of our clients. Our expertise spans various media channels, including digital, radio, print, and out-of-home advertising, ensuring that we deliver a cohesive and effective media strategy.

Our process begins with a deep dive into your business objectives, target audience, and market landscape. By leveraging extensive research and data-driven insights, we develop a media plan that maximizes reach, frequency, and impact. Our team of seasoned media planners and buyers works closely with you to craft compelling messages and strategically place them where your audience is most likely to engage.

We pride ourselves on our collaborative approach, ensuring that our media plans align with your overall marketing strategy and business goals, while always being on the lookout for ways to improve and test.

Our best customer fit is a mid-sized business with a media budget of $300,000 to $600,000. This budget range allows us to fully leverage our capabilities, providing robust media plans that drive brand awareness, consideration, and conversions. We understand the importance of each dollar spent and strive to deliver maximum return on investment through meticulous planning, strategic media buying, and continuous optimizations. We love analytics and continuously iterating on ideas!

Selectivity
Hagan is selective with our clients. We know who we can really help grow and succeed, and therefore we’re a bit choosy from the outset. We won’t make promises we can’t keep or agreements if we’re not the best fit for the brand.
For those we do work with, we are very passionate about their brands! We like and appreciate our clients, and we’re willing to go the extra mile.

Tenacity
As one of our clients says, we have “scrappiness and sophistication.” We’re always looking for ways to make every penny work for the brand, to improve results, and to optimize. We want to find the most success at the lowest spend.

Sophistication
At the same time, we keep things classy. We know when to be scrappy and when to use our more sophisticated tools. We stay at the forefront of technological advances to make sure we’re bringing the best, most effective solutions.

One example of this is ad blockers. With more folks using ad blockers every day, it’s crucial to have a plan that targets everyone. No business wants to be making decisions without all the data.

In short, at Hagan we bring passion, integrity and imagination to everything we do.
Artfully & Ethically Amplifying Connections since 2012.

When you partner with Hagan, you’ll experience the benefits of a well-executed media plan that propels your business forward. Let us help you reach the right customers, build meaningful connections, and achieve your marketing goals with precision and expertise.

Hear what our customers have to say.

Does this sound like a good fit for your business? We’d love to chat, if so.

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