Game Changing Media Strategy

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Module

L.E.A.D. Learning Approach

Time

Learning Experience Summary

 

Setting the Stage

Learn

 

:15M

 
  • Session Objectives
  • Group–Identify Media Pain Points – Catalog, Refer to throughout Day
  • Program Framework –Dizzying Array of Change, Still, Marketing Strategy Drives Everything in Media
    • Understanding Media Concepts
    • Planning Steps That Matter Most
    • Quantity v. Quality
    • Integrated Media, Digital Decisions & Marketing Strategy
    • Knowledge versus Measurement

2

Media Planning & The Marketer’s Responsibility

Learn

 

:35M

 
  • Media Planning-It’s Role, It’s Job, How to Think About it
  • Elevating Briefing
  • Sharp Brand Strategy – Why it Matters, How it is the Framework for All Media Decisions

Experience / Apply

:15M
  • Group Interaction to build Sharper Brand Strategy
  • Group exercise to build what belongs in the Media Briefing Process

3

Media Language & Concepts

Learn / Experience

:45M
  • Building block live examples of core media concepts.  How to understand, how to use

 

Break

 

:15M

 

4

Media Planning Foundations

Learn

:30M

 

Connecting Marketing Strategy to:

  • Competitive & Target
  • Geography & Seasonality
  • Creative Considerations

Experience

 

:10M
  • Live examples bringing concepts to life

Apply

:20M
  • Target Development exercise using fact based fictional brand

 

Lunch

 

:60M

 

5

Setting Media Communication Goals

Learn

:20M

 

Discover and connect the Key Ingredients that improve what is highly elusive – Quality Communication Goals

  • Building Proprietary Knowledge about what drives in market performance
  • Understanding how media works

Experience

:10M
  • Case studies, examples bringing communication goals to life & illustrate connection to Brand Strategy

Apply

:20M

 
  • Fictional Brand Comm. Goal Setting Exercise

6

Quantity vs. Quality

Learn

:15M
  • Understanding the Fundamentals of Quality vs. Quantity Trade-Offs

Experience

:20M
  • Dimensions of the many types of Media Quality
  • Marketing Strategy can help select the right Quality dimension for you

Apply

:15M
  • Exercise to determine how to prioritize Quality considerations

7

Development and Evaluation of an Integrated Plan

Learn

:30M

Integrating Online & Offline

  • Rapidly expanding digital choices makes this difficult
  • Understanding online choices and how their guided by your strategy
  • Strategically defining the roles for media – Why It Matters
  • Making Media Complement Each Other – Holistic vs. Siloed Decisions

Experience

:15M
  • Using your Marketing Strategy as a Guide to Evaluate an Integrated Plan

Apply

:20M
  • Integrating Online/Offline Exercise

 

Break

 

 

 

8

Developing A Measurement Plan

Learn

:20M
  • Data does not make a measurement plan
  • Think “Knowledge Plan”
  • Putting a plan in place before the Initiative begins

 

 

Experience

:15M

Using Your Marketing Strategy and Objectives to:

  • Identify the measurements required
  • Identify what you need to know

9

Learning Reflection and L.E.A.D. Action Plans

Recap

:20M

Applying Framework to Media -- Connecting Marketing Strategy, Sharp Briefing, Focused Integrated Planning & Knowledge Building for Better In Market Results– Q&A

 

 

Instructors