If you are planning to order an advertisement in local mass media, or conduct an advertising campaign, we unwillingly sketch out a list of actions. In professional circles, such a list received a special name - a media plan.
With the development of theoretical and practical knowledge in this area, it became possible to find a suitable example of media plans. It will already present the main lines of action and specific promotional activities with an indication of costs. This will simplify the task, because you will not need to invent them yourself and hope that it works.
Media plan of the company: an example for a real estate agency
The plan is drawn up for a small agency, the average rates for the work of specialists, for the preparation and printing of printing products are given. Banners and banners, stands, posters in the office are not given, as an example is taken already existing on the market organization. Free sources for advertising (bulletin boards on the Internet) are also not included in the list.
Campaign Name | activity | Quantity and cost |
Sticking up | 1 sticker on 1 sector (remoteness, for example, from the office - 5 m around) | In Week: - 1000 flyers "Buy"; - 1000 "Change"; - 1000 “For Sale”; - 1000 is a universal option. Total: 16 800 p. |
Media Advertising | Section "Private announcements" | 600 rubles for 1 per week. Total: 2400 p. |
Image advertising | Paid in the form of ads in a private section in the newspapers of the city | 2000 p. - 1 time. |
In the form of an advertising article in a specialized magazine | 8000 p. per month. |
Mailbox flyers | As a rule, in houses in the city center (or district) | On 1 house - 144 leaflets. On average, 7 houses are taken per month. 1000 leaflets for 1500 r. + job sticker. Total: 2000 p. |
Participation in exhibitions | Preparation of brochures, business cards, posters | On average, about 1000 p. and the work of agency specialists. |
Distribution of leaflets (with calendar, taxi phones, a list of holidays, phone numbers of services, etc. on the back) | | 500 pieces per month - 1000 r. (along with the work of the promoter) |
Telephone invitation for free expert advice, “cold” calls | | Payment for the sales manager: 1 hour - 75 p. (without interest from the transaction). Takes 1-2 days a week. Total: 4800 per month |
Internet advertising | Search Engine Banners | 1500 thousand per month. |
Work with partners | Exchange of business cards for placement in the offices of construction, insurance companies, bank offices | Payment for the courier: 1 hour per week - 50 p. Business cards themselves: 300 p. Total: 350 p. |
Create collaborative brochures | The cost of brochures is divided equally: 1000 r. for 1000 brochures (if 3 of your partners participate). |
Newspaper issue | | 300 p. - 1 instance, 50 pieces per month can be distributed. The work of a courier, journalist (2000 p.), Layout designer (500 p.) Total: 17 500 p. |
Total | 58 350 p. |
An example of media plans is needed in relation to your city, it will indicate specific sources of advertising. Nevertheless, one should constantly monitor its effectiveness: register responses, look for the most successful sources.
The following example media plan for an advertising campaign is designed for a beginner periodical.
Newspaper or magazine promotion
Promotional event | Periodicity | Cost |
Mailing to all potential advertisers | Once a week | The work of an office manager with a salary or a remote manager - 50 p. at one o'clock. |
Telephone offers | Two weeks before release, within 4 days | The work of a sales manager (for 3% percent of the attracted customer). |
Sticking-up of announcements on porches and boards of the city | One-time | Paper, printout (cartridge) - 700 r. Poster work: 1 p. per pc Number of copies - 2000. Total: 2700 p. |
Radio notification of city residents | 60 exits per day, every day for a month | One-time - 1000 p. for manufacturing. 900 p. per month for exits. |
Online Press Releases | Once placed on free portals, then updated every three months, add new ones about promotions and interesting offers | Only for work to the office manager or media manager (hour of work - 100 p.). The text itself, either alone or through specialists, is 100 p. Total: 500 p. |
Adding to Media Directories | Search for sites and accommodation | Only for work: 50 p. in an hour. Total: 200 p. |
Paid advertising in the periodical media of the city | In newspapers and magazines, an advertising article with 800 characters (2 times) | 5000 p. - a newspaper, next month - 8000 p. In the magazine. |
Distribution of issues on points with high traffic (shopping centers, supermarkets, offices of partners and advertisers) | Once a month | Courier work - 50 p. at one o'clock. Takes 1 business day. Total: 400 p. |
Advertising on city billboards | In the center of 2 pcs. for 1 month | 15 thousand rubles each Total: 30,000 rubles. |
Total | 43 750 p. |
How to make a media plan
An example is, of course, good. But each business has its own characteristics. Therefore, it is important to know the basics of media planning.
Well-chosen sources of advertising (for your specialization, designed for the target audience), forms of advertising, places for its placement and the number of outputs per month - this is what information should be reflected in the plan, and not only. A clear schedule of accommodation is encouraged, according to which the alternation of specific advertising events is visible. It’s easier to track the effectiveness of a particular form of activity.
The example of media plans presented in this article is not clear and specific and requires detailed refinement in relation to a specific city and specific sources of advertising. For example: the newspaper "Flowers in the Garden" - a banner 200 x 300, placement - 1 page, number of issues - 2 times a month.
Campaign Budget
In the planning of advertising campaigns , a bet on savings is welcome. In those sources where advertising is worth it, you can order it at the lowest price for six months in advance.
Priorities
In addition, each example of media plan reflects the strategic goals and activities of the customer. That is, it corresponds to the priorities of the company. In the case of the newspaper, this is a bright appearance, a statement to the public and potential advertisers about their existence. In the case of a real estate agency, the purpose of advertising campaigns is to gain an increase in the already existing stable income.
Thus, one cannot just take an example of media plans and use it without processing it for oneself: without making a maximum of specifics, without considering the possibility of saving budgetary funds for advertising, and all the more without assessing the main goal of the plan, its compliance with the priority development of the company.