media plan

MEDIA PLAN

Write here your main program / company NAME + GOALS:

1. _________________________________________

_______________________________________2.

__________________________________________________________________________________

3. __________________________________________________________________________________

List two goals for your work with the media. Relate to at least one program goal:1. __________________________________________________________________________________________________________________2. __________________________________________________________________________________________________________________

Whom do you want to reach? Remember any targets you

identified (add a page if necessary)

• Why do you want to talk to them?• What do you want them to do?• What do they care about?

(values, vulnerabilities etc.)• What/whom do they read, watch, listen to?• Can they be grouped? In how many ways?

(Don’t choose clashing groups for a campaign)

What are you trying to communicate? Your message should be distilled into a 25-word (maximum) statement that will get the point across. (Remember: a message is the overall theme you are trying to communicate.)

____________________________________________________________________________________________________________________________________________

What are good images for conveying this message?

(Describe or draw)

Who are the best messengers for conveying the message?

• _______________________________• _______________________________• _______________________________

What are the best media for delivering this message for each target?

Why? (List targets and choose one or more that fit. Try to focus on not more than three)

• Traditional media: ___ print ___ radio ___ television __ outdoor _________________________________________________________________

_________________________________________________________________________________________________________________________________________________________________________________

• Entertainment media (e.g. cinema, stadiums, theatres) ________________________________________________________________________________________________________________________

• On-line media ________________________________________________________________________________________________________________________

• Other (alternative below the line media) ________________________________________________________________________________________________________________________

List arguments of the opposition, if any. Also, may your campaign fail?

• ____________________________________________________________________

• ______________________________________________________________________________________________________

• ______________________________________________________________________________________________________

Develop two soundbites + or slogans that convey your message

and address important issues.

1. ______________________________________________________________________2. ______________________________________________________________________

Scheduling: List upcoming events, and whether they have any

piggybacking opportunities:

Duration of campaign: _______________________

Type: (e.g. pulsing, flighting, blitz) _______________

Event Date Media Opportunities1.______________ ______

_______________2.______________ ______

_______________

Other concerns / thoughts

Examples• Reach vs. frequency• Tactics/mood/creative considerations• Preferred media (by you or sponsor)• Cost efficiency

Summary: Chosen medium 1

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Summary: Chosen medium 2

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Main medium:__e.g. TV__________

(Show this part of the campaign in its entirety) e.g. a.) if it’s a radio or TV ad, write ‘see my memory stick labelled ‘…………..’, or see attachment in e-mail from, say, marios@gmail.com. Note: Do not send hard- to-open attachments!!b) If it’s a print ad, attach ads here (For eg. See next two pages.) or hand in 2 printed ads

Campaign Theme: FASHION STATEMENT

Other notes: Where and when!• You will present this campaign and

media plan, in no more than 7 minutes, in the last two weeks of class.

• You can work in groups of two.• You can send this on the last day of

instruction to: elmoskonis@yahoo.com• E-mail me so I can send you this

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