How to make a media plan. Example of media plans

2024 Author: Howard Calhoun | [email protected]. Last modified: 2024-01-17 18:37

When we are going to order advertising in local media, to conduct an advertising campaign, we willy-nilly sketch out a certain list of actions. In professional circles, such a list has received a special name - a media plan.

With the development of theoretical and practical knowledge in this area, it became possible to find a suitable example of media plans. It will already present the main lines of action and specific promotional activities with cost indications. This will make things easier because you won't have to make them up and hope it works.

Company media plan: an example for a real estate agency

The plan was drawn up for a small agency, the average prices for the work of specialists, for the preparation and printing of printing products are given. Banners and streamers, stands, posters in the office are not given, since an organization already operating on the market is taken as an example. Free advertising sources (Internet bulletin boards) are also not included in the list.

Campaign name	Events	Quantity and cost
Sticking up	1 sticker for 1 sector (remoteness, for example, from the office - 5 m around)	Per week: - 1000 Buy Flyers; - 1000 Change; - 1000 "For Sale"; - 1000 is the universal option. Total: RUB 16,800
Media advertising	Category "Private announcements"	600 rub for 1 per week. Total: RUB 2400
Image advertising	Paid in the form of ads in a private section in the city newspapers	2000 - 1 time.
	As an advertising article in a trade magazine	8000 RUB per month.
Leaflets by mailboxes	Usually in houses in the city center (or district)	For 1 house - 144 leaflets. On average, 7 houses are taken per month. 1000 leaflets for 1500 rubles. + the work of the gluer. Total: 2000 rubles
Participation in exhibitions	Preparation of brochures, business cards, posters	On average, about 1000 rubles. and the work of agency specialists.
Distribute leaflets (with calendar, taxi numbers, list of holidays, phone numbers of services, etc. on the back)		500 pieces per month - 1000 rubles. (together with the work of the promoter)
Telephone invitation for free consultationsspecialists, cold calls		Payment for the work of a sales manager: 1 hour - 75 rubles. (without interest from the transaction). Takes 1-2 days a week. Total: 4800 per month
Internet advertising	Banners in search engines	1500 thousand per month.
Working with partners	Exchange of business cards for placement in the offices of construction, insurance companies, bank offices	Payment for courier work: 1 hour per week - 50 rubles The business cards themselves: 300 rubles Total: 350 rubles
	Creating collaborative brochures	The cost of brochures is divided equally: 1000 rubles. for 1000 brochures (if 3 of your partners participate).
Newspaper issue		300 RUB - 1 copy, 50 can be distributed per month Work of a courier, journalist (2000 rubles), layout designer (500 rubles) Total: RUB 17,500
Total		58 350 RUR

An example of media plans is needed in relation to your city, it will indicate specific sources of advertising. And yet, you should constantly monitor its effectiveness: register responses, look for the most successful sources.

The following example of an advertising campaign media plan is designed for a start-up periodical.

Promotion of a newspaper or magazine

Promotional Event	Periodicity	Cost
Sending email messages to all potential advertisers	Once a week	Work of an office manager with a salary or a remote manager - 50 rubles. per hour.
Telephone offers	Two weeks before release, within 4 days	The work of a sales manager (for 3% percent of the attracted client).
Posting ads on the entrances and boards of the city	One-time	Paper, printout (cartridge) – 700 rubles Job posting ads: 1 p. per piece Copies - 2000. Total: 2700 rubles
Radio notification of city residents	60 outputs per day, every day for a month	One-time - 1000 rubles. for manufacturing. 900 per month for exits.
Press releases online	Post once on free portals, then update every three months, add new ones about promotions and interesting offers	Only for the work of an office manager or media manager (100 rubles per hour). The text itself or through specialists - 100 rubles Total: 500 rubles
Adding to media catalogs	Search for venues and accommodation	Only for work:50 r. per hour. Total: 200 rubles
Paid advertising in the periodical media of the city	In newspapers and magazines, an advertising article for 800 characters (2 times)	5000 RUB - newspaper, next month - 8000 rubles. in a magazine.
Distribution of releases to high traffic points (shopping centers, supermarkets, offices of partners and advertisers)	Once a month	Courier work - 50 rubles. in hour. Takes 1 business day. Total: 400 rubles
Advertising on city billboards	Center 2pcs for 1 month	15 thousand rubles each Total: RUB 30,000
Total		$43,750

How to make a media plan

An example is, of course, good. But every business has its own characteristics. Therefore, it is important to know the basics of media planning.

Properly selected sources of advertising (according to your specialization, designed for the target audience), forms of advertising, places for its placement and the number of releases per month - this is what information should be reflected in the plan, and not only. A clear placement schedule is welcome, which shows the alternation of specific promotional events. This makes it easier to track the effectiveness of a particular form of activity.

The example of media plans given in this article is not clear and specific and requires detailed revision in relation tospecific city and specific advertising sources. For example: newspaper "Flowers in the Garden" - banner 200 x 300, placement - 1 page, number of issues - 2 times a month.

Ad campaign budget

In planning advertising campaigns, a bet on savings is welcome. In those sources where it is worth placing advertising, you can order it at the lowest price for six months in advance.

Priorities

In addition, each example of media plans reflects the strategic goals and activities of the customer. That is, it corresponds to the priorities of the company. In the case of a newspaper, this is a bright appearance, a statement to the population and potential advertisers about its existence. In the case of a real estate agency, the purpose of advertising campaigns is to generate an increase in the already existing stable income.

Thus, you can’t just take the example of media plans and use it without reworking it for yourself: without introducing maximum specifics, without considering the possibilities of saving budget funds for advertising, and even more so without evaluating the main goal of the plan, its compliance with the priority development of the company.