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Media Brief And Strategy Checklist

Checklist and examples of content within best practice media briefs and strategy documents

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Media Brief And Strategy Checklist

  1. 1. Marketing and Media Management Consultancy Improving media Efficiency Building Expertise and Education Improving Marketing Effectiveness Author: Robert Johnson [email_address] Mob. +45 20 16 60 40 Procurement Media Agency Communication Partners Building Bridges Marketing and Media Management Consultancy
  2. 2. What this presentation is about <ul><li>The following slides are an excerpt from best practice seminar presenations </li></ul><ul><li>The content suggests elements that should be a part of yearly media briefs and yearly media strategies </li></ul><ul><li>If you like what you see, please let me know </li></ul><ul><li>If I can help you on a related subject, please drop me a line </li></ul>08.06.09
  3. 3. Media Management Programs <ul><li>Campaign Performance </li></ul><ul><li>Cost, </li></ul><ul><li>Quality </li></ul><ul><li>Control </li></ul><ul><li>Performance vs. Strategy </li></ul><ul><li>Value of Savings or Premium </li></ul><ul><li>Agency Performance </li></ul><ul><li>Process assessment </li></ul><ul><li>Team performance rvw. </li></ul><ul><li>Remuneration </li></ul><ul><li>Incentive programs </li></ul><ul><li>Media Contract Review </li></ul><ul><li>Agency Pitch Management </li></ul><ul><li>Establish guidelines </li></ul><ul><li>Best brief formats </li></ul><ul><li>Strategy checklist </li></ul><ul><li>Forming Benchmarks </li></ul><ul><li>Establishing Media KPI’s </li></ul><ul><li>Yearly Media Process </li></ul><ul><li>Define who delivers </li></ul><ul><li>what and when </li></ul><ul><li>Coaching </li></ul><ul><li>How to best challenge </li></ul><ul><li>Media KPI development </li></ul><ul><li>Defining metrics that </li></ul><ul><li>influence highest ROI </li></ul><ul><li>Communication goals </li></ul><ul><li>Concrete rational for </li></ul><ul><li>budget setting </li></ul><ul><li>Media Mix Optimization </li></ul><ul><li>The right way to </li></ul><ul><li>optimise channel mix </li></ul><ul><li>Negotiation Strategy </li></ul><ul><li>Define path to improvement </li></ul>Media Strategy and Execution Post Analysis & Evaluation Media Competency
  4. 4. Media Planning and Implementation Process
  5. 5. Elements of a good media process <ul><li>An agreed calendar showing timing of key events </li></ul><ul><li>Description of Who should do What and When </li></ul><ul><li>Agreed Communication tools, layout and content </li></ul><ul><ul><li>Marketing Strategy, Briefs, Strategies, Plans, Organograms, Phone lists, Meeting minutes </li></ul></ul><ul><li>Agreed agenda to follow for regular status meetings </li></ul><ul><li>Transparent, agreed KPI’s (Key Performance Indicators) that measure Cost, Buying Control and Quality </li></ul><ul><li>Review of KPI’s with conclusions and improvement recommendations </li></ul>08.06.09
  6. 6. Media Brief Guidelines <ul><li>Summarise barriers to Top 4 Marketing focus areas (below some examples) </li></ul><ul><ul><li>Communication Barriers </li></ul></ul><ul><ul><ul><li>Clutter in category, especially on TV </li></ul></ul></ul><ul><ul><li>Brand Barriers: </li></ul></ul><ul><ul><ul><li>Image and Positioning misunderstood, lack of differentiation </li></ul></ul></ul><ul><ul><li>Consumer Barriers: </li></ul></ul><ul><ul><ul><li>Loyalty dropping </li></ul></ul></ul><ul><ul><li>Marketplace/Distribution Barriers: </li></ul></ul><ul><ul><ul><li>Sales in Oslo lower then category average </li></ul></ul></ul>08.06.09
  7. 7. Media Brief Guidelines <ul><li>Marketing mix considerations </li></ul><ul><ul><li>Marketing strategy and tools to achieve goals </li></ul></ul><ul><ul><ul><li>Media considerations, Events, promotions, sampling, etc. </li></ul></ul></ul><ul><ul><ul><li>Describe and provide projected dates in the form of a timeline overview of activities </li></ul></ul></ul><ul><li>Seasonal/Timing considerations </li></ul><ul><ul><li>Mandates: Start of advertising, events, etc. </li></ul></ul><ul><ul><li>Leverage traditional sales peaks? </li></ul></ul><ul><ul><li>Develop periods of potential growth? </li></ul></ul><ul><ul><li>Overall Key timings (list key months to prioritize) </li></ul></ul><ul><li>Creative considerations </li></ul><ul><ul><li>Formats currently available </li></ul></ul><ul><ul><li>Formats being developed and timing of availability </li></ul></ul>08.06.09
  8. 8. Media Brief Guidelines <ul><li>Advertising objectives </li></ul><ul><ul><li>In line with creative/project brief </li></ul></ul><ul><ul><li>How will the advertising contribute to achieving the brands marketing goals? </li></ul></ul><ul><ul><li>What is Advertising expected to accomplish? </li></ul></ul><ul><ul><ul><li>Ex. We want to continue the leadership level in media advertising and improve our differentiated media mix. Further we want to get closer to the consumers via near shop media solutions and partnerships, to balance the full year program. </li></ul></ul></ul>08.06.09
  9. 9. Media Budget Briefing <ul><li>Tips for success </li></ul><ul><ul><li>Create a reserve budget, inform the agency but do not negotiate </li></ul></ul><ul><ul><ul><li>All media enjoy extra money in Q4 and will fight hard to get it! </li></ul></ul></ul><ul><ul><ul><li>Always great to lower your baseline spend and keep prices stable or down </li></ul></ul></ul><ul><ul><li>Plan and Mark reserve flights on media plans </li></ul></ul><ul><ul><ul><li>If money is not planned it often disappears </li></ul></ul></ul><ul><ul><li>Avoid surprises to media agency if at all possible </li></ul></ul><ul><ul><ul><li>If you know money is risky and will be cut, say it upfront </li></ul></ul></ul><ul><ul><ul><ul><li>Expect the agency to return with a strategy on how to handle </li></ul></ul></ul></ul>08.06.09
  10. 10. Geographic segmentation <ul><li>Important to identify the geographic areas of highest potential </li></ul><ul><li>Media Agencies can select media that have regional advantages and cost efficiencies </li></ul><ul><li>Critical for detailed media selection </li></ul>Region % of pop. % of Category sales % of Brand sales CDI BDI Comment Oslo 11,3 10,3 10,5 91 93 East 24,2 25,8 25,5 107 105 West 19,5 19,7 19,0 101 97 Western Part 20,4 18,2 18,0 89 88 Mid 14,2 16,0 15,8 113 111 North 10,4 10,0 11,2 96 108
  11. 11. Target Group Segmentation <ul><li>Important to describe the Target Consumer and supporting attributes </li></ul><ul><li>Critical for detailed media selection </li></ul><ul><li>What should be our target levels for brand awareness, preference, purchase intent etc.? </li></ul><ul><li>What levels have our competitors achieved? </li></ul>21 33 37 45 46 52 64 65 74 74 86 20 29 30 40 38 46 56 60 69 57 78 0 20 40 60 80 100 Best knowledge of dark bread Joyful Important to me Promotes wellbeing Forerunner Always fresh in store Trustworthy Good assortment Delicious Popular brand High quality % 40-59 years, N=454 15-39 years, N=458 Purchase Frequency 0 % 20 % 40 % 60 % 80 % 100 % P1 N=618 Female P2 N=472 P1 N=569 Male P2 N=451 P1 N=1187 Total P2 N=923 Daily or almost daliy Several times a week About once a week 1-3 times a month More seldom Never
  12. 12. Sales cycle and seasonal insights
  13. 13. Media Strategy – How Much Communication is needed? <ul><li>Statements of communication priority </li></ul><ul><ul><li>Reach or Frequency for different situations or purposes </li></ul></ul><ul><ul><li>Provide the reasons why </li></ul></ul><ul><li>Specify your effective reach/frequency goals within each strategic brand stage and identify the number of weeks this is to be achieved </li></ul>
  14. 14. Media Strategy – What Media is relevant?
  15. 15. Media Strategy - Who is the target? <ul><li>Core strategic audience </li></ul><ul><ul><li>Expressed in terms of demographic/lifestyle criteria </li></ul></ul><ul><ul><li>Key supporting data included </li></ul></ul><ul><ul><li>Agency to use tools and insights </li></ul></ul><ul><li>Media reporting target group </li></ul><ul><ul><li>If significantly different from core strategic audience, reasons must be provided why </li></ul></ul>
  16. 16. Media Strategy – When should Media be used? <ul><li>Description of scheduling strategy </li></ul><ul><li>Statement of planned periods of activity </li></ul><ul><li>Limited ATL (if any) </li></ul><ul><ul><li>Selected high-affinity magazines (continuous) </li></ul></ul><ul><li>Launches </li></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Close to POS outdoor </li></ul></ul><ul><li>PR </li></ul><ul><li>Launch support </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><li>Maintenance media strategy </li></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><li>PR </li></ul><ul><li>Aggressive media strategy – strong launch support, continuous ATL </li></ul><ul><ul><li>TV for launch and continuity </li></ul></ul><ul><ul><li>Outdoor for launch </li></ul></ul><ul><ul><li>Magazines (continuous) </li></ul></ul><ul><ul><li>Online (continuous) </li></ul></ul><ul><li>PR </li></ul><ul><li>ATL with launches </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><li>Continuity through ATL/BTL </li></ul><ul><ul><li>Magazines (continuous) </li></ul></ul><ul><ul><li>Online (continuous) </li></ul></ul><ul><ul><li>Close to POS* outdoor </li></ul></ul><ul><li>PR </li></ul><ul><li>Highlight important strategic times of day, week, month, or year, if relevant </li></ul><ul><li>Explain the phasing of different media types and how they are meant to work together </li></ul>Annual sales Growth target Low High High
  17. 17. Media Strategy Checklist <ul><li>What is the role of each media that was chosen? </li></ul><ul><li>Is it clear how the media chosen relates to other marketing activities? </li></ul><ul><li>To what extent was the creative agency involved in the media strategy development? </li></ul><ul><li>On what basis did you select the weight of advertising? </li></ul><ul><li>On what basis did you select the target audience? </li></ul><ul><li>What are the factors that led to campaign timing? </li></ul><ul><li>What was the rational for geographic allocation of investments? </li></ul><ul><li>How were the media priorities set and what compromises were made? </li></ul><ul><li>What learning has been applied from previous campaign reviews? </li></ul><ul><li>Are the KPI’s clearly identified and comparative benchmarks in place? </li></ul>
  18. 18. About the Author <ul><li>Robert Johnson </li></ul><ul><li>As of March 09, I am offering freelance media and marketing consultancy. I am looking for full time employement by a leading full service digital agency or media agency. </li></ul><ul><li>All tips and inquiries welcome </li></ul><ul><li>Overview of past employment: </li></ul><ul><li>Creuna - online marketing consultant </li></ul><ul><li>Saxo Bank - global marketing intelligence manager </li></ul><ul><li>MMC/Marketing Clinic – founder and senior consultant </li></ul><ul><li>Mediaedge:cia Nordic - client service director </li></ul><ul><li>SBS Broadcasting - research and sales manager </li></ul><ul><li>Katz media corporation New York - TV research manager </li></ul>
  19. 19. <ul><li>Working experience: </li></ul><ul><li>Online Marketing Specialist – Creuna – Nov.08 – Mar. 09 </li></ul><ul><li>Developed the first online marketing strategy discipline within scandinavias largest digital agency (370 employed) </li></ul><ul><li>Developed successful customer strategies online for building loyalty programs, awareness, increasing sales </li></ul><ul><li>Experienced in optimizing e-commerce, web traffic, tracking and conversion to objectives </li></ul><ul><li>Skilled in web analytics, converting data to actionable online strategies, multivariate testing, KPI establishment </li></ul><ul><li>A few client experiences: Q8, Royal Copenhagen, Microsoft Denmark, Saxo Bank </li></ul><ul><li>Global Marketing Intelligence - Saxo Bank – Dec.07 – Oct. 08 </li></ul><ul><li>Project owner of Omniture online business management system implementation </li></ul><ul><li>Integrated Email, Newsletter, PPC, Banner tracking into single measurement system </li></ul><ul><li>Demonstrated online and offline channel contribution to return on marketing investment </li></ul><ul><li>Senior Consultant - Marketing Clinic Partners – Feb.05-Nov.07 </li></ul><ul><li>Developed media management consultancy service offer to improve media ROI </li></ul><ul><li>Demonstrated over 10 million Euro of efficiency improvement through improved media price, performance and processes working with vendors </li></ul><ul><li>A few client experiences: Telia Sonera, Silja Line, Fazer bakeries, Mercedes, Citibank, Electronic Arts, National Lottery, Loreal, Iittala, Leaf, LU, Danone, Karkimedia, Wartsilla </li></ul><ul><li>Nordic Client Service Director at Mediaedge:cia – Nov.95 – Jan.05 </li></ul><ul><li>Lead media and communication advisor for Colgate-Palmolive , Nestle, Sony Ericsson, Navision, </li></ul><ul><li>Chief consultant on all key corporate accounts </li></ul><ul><li>A few client experiences: Colgate Palmolive, Nestle, Microsoft Business Solutions, Sony Ericsson, Kraft, Schulstad, Mercedes, Robert Bosch, Kodak </li></ul><ul><li>Media Sales and Research consultant SBS Broadcasting – Jan.93-Oct.95 </li></ul><ul><li>Sales Research analyst Katz Media Corporation, New York Oct.89.Dec.92 </li></ul>CV – Robert Johnson Humlebæk, Denmark Mobile: +45 20 16 60 40 Online/Offline marketing performance optimizer
  20. 20. <ul><li>Education </li></ul><ul><li>1985-1989 </li></ul><ul><ul><li>  Honors “Cume Laude” graduate from New York State University at Brockport, </li></ul></ul><ul><ul><li>  Bachelor of Science, focus in Broadcasting, Communications and Marketing </li></ul></ul><ul><li>2001 </li></ul><ul><ul><li>Management Training at London Business School of Management, global Media Lions program – 5 days </li></ul></ul><ul><li>Recent Workshops delivered/participated </li></ul><ul><li>2009 </li></ul><ul><ul><li>Speaker for FDIH Search Marketing Seminar in Copenhagen </li></ul></ul><ul><ul><li>Expert Online Marketing commentator on News program DR2 feature report </li></ul></ul><ul><li>2008 </li></ul><ul><ul><li>Facilitated Microsoft workshop for senior management to improve understanding of online marketing </li></ul></ul><ul><ul><li>Omniture web analytics summit Copenhagen </li></ul></ul><ul><ul><li>Omniture Site catalyst training </li></ul></ul><ul><li>2007 </li></ul><ul><ul><li>Facilitated full day workshop for 30 Norwegian Advertising Association members “Driving effect of media investments” </li></ul></ul><ul><ul><li>Facilitated workshop for 20 Itala Glass global/regional marketing managers on best practice yearly media process </li></ul></ul><ul><li>2006 </li></ul><ul><ul><li>Facilitated several Media Management workshops at Hartwall arena, Helsinki to over 60 marketing and top managers </li></ul></ul><ul><li>2005 </li></ul><ul><ul><li>Facilitated half day workshop for senior management of HK meat company “Improving Media Efficiency and Effect” </li></ul></ul>CV – Robert Johnson Humlebæk, Denmark Mobile: +45 20 16 60 40 Online/Offline marketing performance optimizer
  21. 21. Types of services performed Marketing value assesment E-commerce flow Traffic flow Path to purchase Sales performance Marketing performance Media performance Campaign performance KPI evaluation Search engine marketing SEM Search engine optimization SEO Display advertising Banner production Tracking set-up Digital workshops Sponsorships Dashboards KPI matrix Balance scorecard Dashboards Report formats Briefs Media plans Marketing plans Strategic planning Tactical planning Marketing mix Media mix Site strategy Campaign strategy Channel strategy Brand studies Consumer studies Competitive Sales modeling Value assessment E-commerce flow Channel analysis Marketing contribution Media contribution Online tracking Research Development Implement Evaluate/ Recommend