Strategic Media Planning Certification Training Course

Why select this training course?

Strategic Media Planning ensures that target audiences engage with an organization’s product services or brand. It is, therefore, essential to address the meaning of Strategic Media Planning. It involves selecting the optimal combination of branding and advertising strategies for marketing a product, service, or brand. The primary aim of Strategic Media Planning is to craft a successful campaign that will allow a marketer to effectively convey an advertising message to the most significant number of prospective customers at the lowest cost. It comprises media research, identifying target audiences, devising the appropriate strategies to engage your audience, and working with a specific marketing budget.

How do you create a strategic media plan?

This course by Rcademy will expose participants to the various steps involved in creating a strategic media plan, from setting media objectives, audience targeting, media schedule, and media mix to effectively allocating budgets across digital and traditional media channels.

What are the different media strategies that media planners can employ? 

Undertaking the Strategic Media Planning Certification Training Course by Rcademy will give you mastery of the various media planning strategies that can be deployed to maximize ROI. These media planning strategies range from media concentration strategy, media dispersion strategy, earned media strategy, paid media strategy, and owned media strategy.

Who should attend?

Strategic Media Planning Certification Training Course by Rcademy is ideal for several people involved in media planning. This course can be undertaken by:

• Media planners are responsible for crafting media planning strategies
• Advertisers, brand and product managers, marketing managers, and marketing professionals who are part of the team that is responsible for crafting media strategies
• Content creators and art directors are responsible for driving the direction of media planning
• Public relations professionals are responsible for maintaining and improving the reputation of brands’ services or goods
• Media buyers that are involved in implementing the media plan
• Any other professional that is interested in building a career in Strategic Media Planning

What are the course objectives?

Strategic Media Planning Certification Training Course by Rcademy aims to:

• Equip participants with the required expertise and skills to combine media channels to maximize profitability and audience engagement
• Provide trainees with the required expertise needed to investigate the client’s marketing region, the current marketing trends in the client’s industry
• Learn how to identify the client’s target audience and media platforms that will engage the target audience
• Teach trainees how to use media data to create strategic media objectives
• Demonstrate the relationship between marketing advertising and media
• Effectively allocate media budget to the traditional and digital media channels

How will this course be presented?

This training course is practical and theoretical-oriented, delivered through video lessons, notes, case studies, and seminar workshops. This course is customized to encourage participation and interaction by combining group discussions, quizzes, and practical exercises. Each module in this course is designed to expansively cover Strategic Media Planning. This Rcademy course is delivered by professionals who have gained experience in the media planning sphere.

What are the topics covered in this course?

Module 1: Overview of the Media Landscape 

• Meaning of media
• History of media
• Types of media
  – Mass media
  – Digital media
  – Electronic media
  -­ Radio
  – Television
  -­ Broadcasting

Module 2: Strategic Media Planning

• Meaning of Strategic Media Planning
• Types of the media plan strategy
  – Owned media strategy
  – Earned media strategy
  – Paid media strategy
  – Media concentration strategy
  – Media dispersion strategy
• Components of Media Planning
  -­ Audience
  – Marketing budget
  – Conversion goals-
  – Message frequency
  – Message reach
• Purpose of Strategic Media Planning
• Challenges of Strategic Media Planning
  – Consumer-level targeting
  – Platform preference
  – Heavy budget focus
• Importance of Strategic Media Planning
  – Optimum use of resources
  – Supports advertising objectives
  – Selection of appropriate media platform
  – Selection of optimum media mix
  – Optimum utilization of advertising budget

Module 3: Broad Types of strategies involved in media planning 

• Marketing strategy
• Advertising strategy
• Media Strategy

Module 4: Strategies of Media Planning

• Conduct market research
• Set media objectives
• Audience targeting
• Selecting relevant media channels
• Channel mix
• Choosing a creative voice/tone
• Media content and development
• Establishing a timeline for the media campaign
• Setting reach and frequency goals
• Budgeting

Module 5: Conducting Research Analysis

• Situation analysis
• Marketing strategy analysis
• Stakeholder analysis
• Competition communication analysis

Module 6: Set Media objectives

• Brand awareness and loyalty
• Thought leadership
• Information
• Lead generation
• Lead conversion

Module 7: Audience Targeting

• Meaning of audience targeting
• Steps to Identifying the target audience
  – ­Identify your target personas
  – ­Develop a buyer, persons
  – Tips for effective audience targeting
  – Mine the analytics
  – Conduct focus groups and surveys
  – A/B test
• Tools to Identify the target audience
  – Google Analytics
  – Cloohawk
  – Audience
  – AgoraPulsr
  – QuickSprout

Module 8: Selecting Relevant Media Channels

• Meaning of media channels
• Types of media channels:
  – Traditional channels: TV& cable, newspapers, magazines, and billboards
  – Digital channel: social media, websites, emails, and digital publications
• Factors in choosing relevant media channels

Module 9: Channel mix

• Meaning of channel mix
• Factors to consider when combining channels

Module 10: Choosing a Creative Voice/Tone/Mood

• Meaning of creative voice/ tone /mood
• Factors to consider/ how to choose a voice
  -­ Written media: word choice and sentence length
  – Visual assets: color and shapes

Module 11: Media Content and Development

• Meaning of media content and development
• Forms of media content and development
• Media content development-­ Information gathering
  – Content topic research
  – Strategies
  – Write
  – Publish
  – Promote

Module 12: Establishing a timeline for the media campaign

• Factors to consider when choosing the timeline
  – Kind of product/service,
  – Objectives of the media strategy
  – Audience
  – Event Calendar

Module 13: Setting Reach and Frequency Goals

• Meaning of media reach and frequency
• Approach to choosing a frequency
  – Continuity
  – Internment or alternating periods of advertisements
  – Pulsing

Module 14: Budgeting

• How to maximize budgets for
  -­ Marketing Strategy
  – Advertising Strategy
  – Media Strategy

Module 15: Media Measurement, Evaluation, and Optimisation

• Execute your media plan
• Evaluate the results of the media plan
• Optimise campaign performance

Module 16: Media planning tools

• Online advertising research tools: Alexa, Quantcast, Thalamus, and Compete
• Online advertising competitive intelligence tools – MOAT, Adbeat, and Keyword spy
• Offline advertising research tools – Nielsen media research for TV audience measurement GRPs, Nielsen audio for radio measurement

Module 17: Media Planner

• Who is a media planner
• Roles and responsibilities
• Soft and hard skills required of a media planner