When properly used, a media plan can be your team’s north star, guiding them on the proper execution throughout the quarter. At minimum, your media plan should look 90 days into the future, but preferably by calendar quarter due to the seasonality of your business. The first quarter is often focused on New Year’s resolutions, while the fourth quarter is holiday themed. Consider the following when setting up your media plan to achieve your goals:
Month–Begin by simply looking at each individual month as you create your plan.
Promotion–Choose the promotions you are going to utilize for that month. Many of your promotions will be relevant to the calendar quarter.
Channel–The biggest opportunity you have to improve your current tactics is to integrate your marketing channels to execute the delivery of that promotion. Remember to expose your promotions through the following:
● Website–Include your promotion wherever possible–banners, sidebars, confirmation of email receipt, etc.
● Email–Reach out to your existing client base, targeting your emails to individuals it may be relevant to. Be sure to send out information multiple times over a series of staggered emails, so clients are well-informed in advance.
● Office–In-office posters, consultation room flyers, postcards, etc. Utilize face-to-face interactions to expose promotions when appropriate.
● Social Media–Schedule integrated posts that raise interest in your upcoming promotion.
By integrating your channels and creating a timely, calendar-focused media plan, you will have all the tools in place to hit your profit goals.
