More Related Content Similar to Media Planning 101 (20) Media Planning 1012. 2 | Lunch & Learn – August 7, 2014 | © Stamats 2014
How an Agency Defines Media Planning
Most agencies have a media department
staffed with media planners/analysts
Some differentiate between traditional
media and digital media
– The good ones are media agnostic
The role of the media department is to
understand what media channels will most
efficiently reach the client’s target audience
within the allotted budget
The media department then contacts those
media venues, negotiates placement and
cost, ,then receives an insertion order
specifying the specifics of the media buy,
including the required creative assets
3. 3 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Major Media Channels
Traditional Media
Television (network, cable, satellite)
Radio (AM, FM, satellite)
Outdoor (billboards, bus panels)
Direct mail (saturation, solo)
Print (newspapers/magazines)
Telemarketing
Digital Media
Email
Digital display
Affiliate
Search engine marketing
Social media / social networking
Internet radio & broadcast
Guerilla & Earned Media
Events, sponsorships PR, etc.
4. 4 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Definition of Key Terms
REACH & FREQUENCY - are always looked at hand in hand, one measures the number of people
exposed, the other the number of exposures
MEDIA MIX - The combination of media used for a particular schedule / campaign
PENETRATION - The percentage of total homes or people in a given geography who own a particular
media vehicle
AUDIENCE PROFILE - The characteristics of the people who make up an audience of an advertising
medium in terms of age, sex, region, education, socio-economic group, occupation or any other
demographic aspects.
IMPRESSIONS – The number of views of your media usually expressed in thousands (000)
COST EFFICIENCY - The cost of reaching a unit of your target audience i.e. measures the
relationship between the audience reached and the cost of using the medium.
FRAGMENTATION - refers to the increasing number of audience subdivisions which, when taken
together, constitute total usage of a medium
5. 5 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Marketing Planning vs. Media Planning
Marketing Planning:
Leads the development of the overall
strategy and account
Leads the development of creative
assets
Works in-between all stakeholders
Media Planning:
Researches, recommends, negotiates &
places media
Needs to work across traditional media &
digital
Responsible for increasing “efficiency”
6. 6 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Developing a Media Strategy
Brands like Target, Disney, etc., have
spent years & millions of dollars building
their brands through media
Colleges & universities don’t have
those kind of financial resources or
the institutional will to stick with it
For many schools, brand building
through media is a luxury, not a
necessity to grow awareness &
enrollments
If you can’t fund an integrated media
plan or enough reach & frequency, you
may be wasting your money
#AligningExperts
7. 7 | Lunch & Learn – August 7, 2014 | © Stamats 2014
You Just Told Me I Was Wasting My Money
Play to your strengths – leverage low/no
cost media venues
Earned media (public & media relations)
Social media (great for awareness &
engagement, not great (yet) for inquiry
generation)
Digital display is the new a awareness
media
Understand the difference between awareness
advertising & acquisition marketing
If funding is inadequate, better to go all-in
on a short list or single media channel like
digital, radio or TV. Become known for
something!
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Media Fragmentation
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Baseline Media Coupled With Campaign Spikes
0
10
20
30
40
50
60
70
80
90
100
Targeted Media &
Campaigns
Awareness Advertising
10. 10 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Developing an
Effective Media Plan
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First, Define What You’re Marketing
Are you marketing the institutional brand,
schools or programs?
Are you marketing the traditional UG
experience or grad & non-traditional
programs?
Which programs need help
You probably don’t have enough resources to
market them all
Can you market a school or basket of
programs that are related, or do you need to
market individual programs?
Each program may have a different media
formula
12. 12 | Lunch & Learn – August 7, 2014 | © Stamats 2014
InquiriesAcross Media Channels
#AligningExperts
MBA
IT Leadership
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Second, Segment & ProfileYourTargetAudience
Persona Description - Debbie
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Third, Define Your Budget Needs
Inquiries (X) Conversion Rate (=) Enrolled Students
CPI (X) Required Inquiries (=) Marketing Budget
1,000 (X) 10% (=) 100 Enrolled Students
$115 (X) 1,000 (=) $115,000
CPES (X) Required Enrollments (=) Marketing Budget
$1,500 (X) 100 (=) $115,000
15. 15 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Most Effective Media Channels
74%
50%
42%
41%
38%
29%
24%
24%
19%
17%
13%
11%
9%
54%
11%
30%
28%
33%
10%
26%
15%
14%
12%
2%
9%
0%
0% 20% 40% 60% 80% 100%
Search engine marketing, PPC
Email
Direct mail
Other online digital display advertising
Radio
Social media
Billboards and other outdoor
Purchasing of leads from aggregation sites
Magazines, periodical advertising
Local newspaper ads
Earned media generated from PR activity
TV
Referrals
Effective (n=162)
Largest Budget
(n=156)
Which of the following media channels or activities do you feel are most effective [have
the largest annualized budget] in generating inquiries for your Master’s degree students?
Multiple mentions possible. Base: Responsible for Master’s degree students
16. 16 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Let’s TalkAbout Digital Media
Search Engine Marketing (SEM)
SEM is the use of search engines to drive relevant traffic to
your site. There are currently three main types of search
marketing:
Pay per click (PPC)
Natural search (SEO)
Contextual search
Affiliate Marketing
Pay Per Lead - Every time a potential student registers at a
publisher’s website, a previously determined amount is
deposited into the affiliate’s account
Display Advertising
A graphical advertisement that appears next to content on
websites, social networks, apps, emails & other digital
formats
Programmatic Buying
17. 17 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Digital Media Generates Inquiries
Find the right mix of:
Pay per click on Google, Bing & Yahoo
Aggregators (pay per lead) on sites like Zinch,
Gradschools.com, etc.
Social display advertising, particularly on Facebook
and LinkedIn
Use digital display to build awareness, don’t
expect click-thru’s but evaluate on impressions
18. 18 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Build Your Plan
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Tracking & ROI Assessment
20. 20 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Evaluate & Act on Metrics
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Digital is All About Testing &
Optimization
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Global Holding Company – Headquarters in NY
Digital Advertising Solutions for
Agencies & Direct Advertisers
Digital Advertising Solutions for
Affiliate Marketers
Client facing Digital Advertising Platform
that powers CPXi divisions
Programmatic Media Solutions for
Demand & Supply-side partners
Digital innovation for new &
emerging media formats
23. 23 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Programmatic Media
Programmatic media buying is a holistic approach that
leverages automation technology in support of
ongoing, channel-agnostic customer engagement to
enable continuous optimization as strategies evolve.
24. 24 | Lunch & Learn – August 7, 2014 | © Stamats 2014
AdReady Programmatic Platform: A
One Stop Shop
THE
PLATFORM
An all-in-one digital advertising
solution.
Programmatic creative
platform
Seamless programmatic media
buying across Display, Mobile,
Video & Social
Best-in-class targeting
capabilities
Transparent campaign planning,
optimization and reporting
25. 25 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Audience Targeting
CHANNEL AUDIENCE / CONTENT Target your audience
residential cluster,
proximity to retail
locations, campaign
level DMAs and more.
Place a relevant ad in
front of a user that is
reading content that
contains specific terms.
Contextual Targeting
Geo Targeting
ZONE 1
ZONE 2
ZONE 3
IP Zone Targeting
IP Targeting leverages the
relationship between users
and the location of their IP
addresses in real time.
Since it is cookie-free, IP
Targeting is a scalable and
safe for way for advertisers
to reach unique audiences
online.
Targeting Capabilities
26. 26 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Site Visitor Retargeting
Social Retargeting
Need a vacation?
Book Atlantis.
CRM Retargeting
Custome
r Base
Site
Visitors
Use your own CRM assets and
segmentation framework to create
online audiences for display
audiences using cookies.
Look-a-like Retargeting
Measure data and
audience profiles on
conversion pages and
use the data to target
new customers with
similar characteristics
When a user searches for
specific keywords in a search
engine, they become part of a
keyword cookie pool are eligible
to receive a retargeting ad on
their favorite content sites.
Search Retargeting
Retarget users who
visited your site without
converting by showing
them expertly crafted
ads in order to re-
engage them with your
brand.
Retargeting Capabilities
27. 27 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Quick, scalable building and testing of creative
Shared and custom template libraries to be used across channels
Creative Automation
Reduce creative costs to increase ROI
Decrease creative development time
28. 28 | Lunch & Learn – August 7, 2014 | © Stamats 2014
White Label Solution
29. 29 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Editor's Notes We’ve always had this, the shift is in the name change
Building dream teams on projects
Continue to be the Cadillac of customer service; putting the clients first (ahead of accounting)
We are a VERY trim staff…deadlines will not be met all the time, it’s a given. Sorry.
Dare I say it again? It’s a TEAM
Because our IMDs are new (except Sabra), there will probably be a 6-12 month learning curve on all of our products and processes so there will be double-up with CE/IMD roles until the IMD is trained
CE is still ultimately responsible for the account
Hope to roll out the new price book in the next couple of weeks
We have a good mix from all focus areas of Stamats (client services, research, marketing, sales, studio)
In year’s past, Stamats was a place where people were “lucky” to be employed with Stamats
It’s disheartening to hear that our local reputation is tainted (heard from an acquaintance)
I assume there might be past employees contributing to the reputation
We want to make this a fun place to work
Celebrate successes and achievements