“Media Plan” has a different meaning for different folks. I consider a media plan to be a detailed calendar of the year that tells me all of the events, seasons, trends, campaigns and milestones that need to happen in order for me to achieve my established year-end objectives.
I know, that’s a mouthful, and it does require a monster planning session, but the satisfaction of standing back and looking at the masterpiece of a properly prepared media plan is worth the sweat. I promise.
Here is my 5-step process to creating an awesome media plan. I recently carried this exercise out with my client, Eminence Organic Skin Care, and our inspired day proved to be culture-shifting for this already-amazing organization.