Media Strategy

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Module


L.E.A.D. Learning Approach


Time


Learning Experience Summary

 

1

 

Setting the Stage

 

Learn

 0H:15M

0H:10M
  • Session Objectives
  • Group–Identify Media Pain Points – Catalog, Refer to throughout Day

 2

 Media Planning & The Marketer’s Responsibility

 Learn

 0H:35M

0H:20M
  • 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

 0H: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

 0H:45M
  • Building block live examples of core media concepts.  How to understand, how to use

 

 Break

 

 0H:15M

Coffee / Smartphone

 4

 Media Planning Foundations

 Learn

 0H:30M

0H:20M

Connecting Marketing Strategy to:

  • Competitive & Target
  • Geography & Seasonality
  • Creative Considerations

 Experience

 0H:10M
  • Live examples bringing concepts to life

 Apply

0H:20M
  • Target Development exercise using fact based fictional brand

 

 Lunch

 

 1H:00M

 

 5

 Setting Media Communication Goals

 Learn

1H:30M

0H: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

 0H:10M
  • Case studies, examples bringing communication goals to life & illustrate connection to Brand Strategy

 Apply

0H:20M

0H:15M
  • Fictional Brand Communication Goal Setting Exercise

 6

 Quantity vs. Quality

 Learn

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

 Experience

 0H:20M
  • Dimensions of the many types of Media Quality
  • Marketing Strategy can help select the right Quality dimension for you

 Apply

 0H:15M
  • Exercise – determine how to prioritize Quality considerations

 7

 Development and Evaluation of An Integrated Plan

 Learn

0H:20M

Integrating Online & Offline is not Easy

  • Understanding how online is guided by your strategy and can enhance your plan
  • Strategically defining the roles for media, especially online – Why It Matters

 Experience

 0H:15M
  • Using your Marketing Strategy as a Guide to Evaluate an Integrated Plan

 Apply

 0H:20M
  • Integrating Online/Offline Exercise

 

Break

 

 
  • Coffee / Smartphone

8

 Developing A Measurement Plan

Learn

 0H:20M
  • Data does not make a measurement plan
  • Think “Knowledge Plan”
  • Putting a plan in place before the Initiative begins

 

 

 Experience

 0H: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

 0H:20M

Tieing It All Together – Real Life Application – Q&A

Instructors