Business, Project management
How to make a media plan. Example of media plans
Going to order advertising in local media, to conduct an advertising campaign, we willy-nilly sketch a list of actions. In professional circles such a list received a special name - media plan.
Media plan of the company: an example for a real estate agency
The plan is made for a small agency, the average quotations for the work of specialists, for the preparation and printing of printed products are given. Banners and streamers, stands, posters to the office are not given, for example, an organization already operating on the market is taken. Free sources for advertising (bulletin boards on the Internet) are also not included in the list.
Campaign name | Events | Number and cost |
Stickiness | 1 spreader for 1 sector (remoteness, for example, from the office - 5 m around) | In Week: - 1000 leaflets "Buy"; - 1000 "I'm changing"; - 1000 "I'm selling"; - 1000 is a universal option. Total: 16 800 rubles. |
Advertising in the media | Category "Private announcements" | 600 rubles per 1 per week. Total: 2400 rubles. |
Image advertising | Fee in the form of ads in a private rubric in the newspapers of the city | 2000 p. - 1 time. |
In the form of an advertising article in a specialized magazine | 8000 r. per month. | |
Leaflets on mailboxes | As a rule, in houses in the center of the city (or district) | At 1 house - 144 leaflets. On average, 7 houses per month are taken. 1000 leaflets for 1500 rubles. + Job of the distributor. Total: 2000 rubles. |
Participation in exhibitions | Preparation of brochures, business cards, posters | On average, about 1000 r. And the work of the agency's specialists. |
Distribution of leaflets (with a calendar, taxi phones, a list of holidays, phone numbers, etc. on the back) | 500 pieces per month - 1000 rubles. (Together with the work of the promoter) | |
Telephone invitation for free consultations of specialists, "cold" calls | Payment for the work of the 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 offices of construction, insurance companies, bank offices | Payment of the courier: 1 hour a week - 50 rubles. Business cards: 300 r. Total: 350 r. |
Creating joint brochures | The cost of brochures is divided equally: 1000 r. For 1000 brochures (if your 3 partners are involved). | |
Issue of the newspaper | 300 rubles. - 1 copy, a month can distribute 50 pcs. The work of a courier, a journalist (2000 rubles), a make-up artist (500 rubles) Total: 17 500 rubles. | |
Total | 58 350 р. | |
An example of media plans is needed in relation to your city, it will specify specific sources of advertising. Nevertheless, one should constantly monitor its effectiveness: to register responses, to search for the most successful sources.
The following example of a media plan for an advertising campaign is designed for a beginning periodical.
Promotion of a newspaper or magazine
Promotion | Periodicity | Cost |
Sending mail messages to all potential advertisers | Once a week | Work office manager with a salary or a remote manager - 50 rubles. at one o'clock. |
Phone offers | Two weeks before release, within 4 days | Work of the sales manager (for 3% of the percentage of the client involved). |
ADVERTISING ADVERTISING ON THE DOORS AND BOARDS OF THE CITY | Razovo | Paper, printout (cartridge) - 700 p. Work advertiser ads: 1 p. For pcs. Number of copies - 2000. Total: 2700 r. |
Radio broadcast of city residents | 60 exits per day, every day for a month | One-time - 1000 r. For manufacturing. 900 r. In a month for exits. |
Press Releases on the Internet | Once placed on free portals, then updated once every three months, add new ones about promotions and interesting offers | Only for the work of an office manager or media manager (an hour of work is 100 rubles). The text itself, or through specialists - 100 rubles. Total: 500 r. |
Adding to media catalogs | Site search and accommodation | Only for work: 50 r. in an hour. Total: 200 rubles. |
Paid advertising in the periodical media of the city | In newspapers and magazines, an advertisement for 800 characters (2 times) | 5000 r. - The newspaper, next month - 8000 r. In the magazine. |
Distribution of issues on points with large cross-country traffic (TCs, supermarkets, partner offices and advertisers) | Once a month | Work courier - 50 r. at one o'clock. It takes 1 working day. Total: 400 rubles. |
Advertising on city boards | In the center 2 pcs. for 1 month | For 15 thousand rubles. Total: 30,000 rubles. |
Total | 43 750 р. | |
How to compile 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.
Competently selected sources of advertising (according to your specialization, designed for the target audience), forms of advertising, places for its placement and the number of exits per month - that's what information should be reflected in the plan, and not only. A clear schedule of placement is welcomed, which shows the alternation of specific advertising activities. So it's 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 refinement with reference to a particular city and specific sources of advertising. For example: the newspaper Flowers in the Garden - a banner of 200 x 300, the placement - 1 page, the number of exits - 2 times a month.
Budget of advertising campaigns
In the planning of advertising campaigns, the savings rate is welcomed. In those sources where to place advertising costs, 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 directions of the customer. That is, it corresponds to the priorities of the firm. In the case of the newspaper, this is a bright appearance, a statement to the population and potential advertisers about their existence. In the case of a real estate agency, the purpose of advertising campaigns is to increase the already stable income.
Thus, you can not just take an example of media plans and use it without reworking for yourself: without making the most of the specifics, without considering the possibilities of saving budget funds for advertising, and even less appreciating the main goal of the plan, its compliance with the priority development of the company.
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