How to plan and create a checklist for a digital campaign

1. How to plan and create a checklist
for a digital campaign
Essential Steps For
Digital Media
Buying And
Planning

2. Why are you advertising and what would you like your advertising
to achieve? This can include reasons such as launching a new
product or service, combat a competitor or generate sales with
objectives generally broken down into 2 key areas –
•Response – a measureable action such as buy, subscribe, enter
•Brand Awareness – create an emotional reaction to your brand
Identify your campaign objective

3. • Recognise and build a profile of your primary market or key
customer base. This could involve identifying their common
demographic profile, income group and media habits.
• You may consider a survey of your current customer base to
identify some of these common profile markers.
Identify Your Target Market

4. • What marketing activities are your competitors
undertaking? This can help you determine where and how
you should be advertising.
Gather Market Intelligence

5. • There are several ways to determine an advertising budget
from % of net or forecasted sales to how much you can
afford. Your budget should take into account the actual
media spend and cost to produce your advertising material.
Define Your Budget

6. • You may have heard of the terms – paid, owned and earned
media or 'POEM'. This is fairly new terminology but is a
very established concept as it describes a broader marketing
mix.
• Paid – the paid advertising component of your marketing campaign
• Owned – your website, sales collateral, internal processes, brand
• Earned – press mentions/public relations, social media, joint ventures, branded
content
• Your paid media campaign should be run as a compliment
and in conjunction with owned and earned media strategies.
Other Marketing Channels

7. • This should fit with your pre-determined campaign
objective. If your objective is to generate response then a
strong call to action or incentive to respond should be
incorporated into your creative message.
Creative Message

8. • Different media offers different features and
benefits. Having determined your target market, campaign
objectives, budget and done your competitive homework
you can now choose the media channels and market genres
which match this criteria.
Identify Media Channels

9. • Particularly if this is your first campaign you may consider
casting a wide net to make yourself familiar with all relevant
media options.
Request Media Kit Information From
Relevant Media

10. • Once you’ve assessed media kits and developed a short list
of media, you can develop and send a brief or request for
proposal (RFP).
Develop and Send Media Brief

11. • Book or place advertising within media which best fits your
brief.
Schedule and Book Media

12. • Creative should meet material specifications supplied for
each media
Brief and Produce Creative

13. • Send material with clear material insertion instructions
including date of appearance.
Traffic Material

14. • Is your business, and everyone in it, fully prepared for the
increased sales and enquiries you should attract through
your well thought out paid advertising - owned and earned
media - campaign?
Ensure Your Business is Ready

15. • Ensure you’ve developed processes which allow you to
identify which media type and media platform is generating
your advertising’s response. Depending on the medium
used (ie digital media) you may be able to measure response
and optimise your campaign in real time.
Measure, Optimise & Report

16. • Analyse final results from your campaign against the
objectives you created at the start of the campaign planning
process. This will also allow you to develop insights and
strategies for your future media and advertising plans.
Review

17. These media planning and buying steps are not
definitive and may change depending on your
business, market objectives and the media channel
your campaign is scheduled to appear in - but this
can be considered a broad template.

18. Benefits of working with a
Media Buying Agency

19. One-stop process
• It's handy to have a single contact rather than dealing with a
multitude of phone calls from outside vendors. Research,
contracting, production, billing, and any post-buy analyses
are all taken care of for you rather than by you.

20. • Because of an agency's existing expertise, relationships, and
buying power with vendors, your media dollars will be
spent as efficiently and intelligently as possible.
Cost-efficiency

21. • Media buying agencies have formed contractual
relationships with vendors over the course of years, which
can benefit clients by allowing a broader range of space for
an advertisement to appear at the lowest possible rates.
Expertise

22. • Creating a strategic media plan on your own could take a
great deal of time. Getting an agency involved allows you
and your employees to stay focused on other key business
areas, such as sales.
Time savings

23. Understanding media placement strategies, as well as developing
creative ads, are the two most crucial aspects to ensuring high
frequency with your media buys. The primary goal of a media
buyer is to design a media plan that successfully and
continuously reaches your key audience in the most cost-effective
way possible.

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