MEDIA PLAN Write here your main program / company NAME + GOALS: 1. _________________________________________ _______________________________________ 2. _________________________________________ _________________________________________ 3. _________________________________________ _________________________________________

List two goals for your work with the media. Relate to at least one program goal: 1. ________________________________________ ________________________________________ __________________________________ 2. ________________________________________ ________________________________________ __________________________________

Whom do you want to reach? Remember any targets you identified (add a page if necessary) Why do you want to talk to them? What do you want them to do? What do they care about? (values, vulnerabilities etc.) What/whom do they read, watch, listen to? Can they be grouped? In how many ways? (Don’t choose clashing groups for a campaign)

What are you trying to communicate? Your message should be distilled into a 25-word (maximum) statement that will get the point across. (Remember: a message is the overall theme you are trying to communicate.) ___________________________________

What are good images for conveying this message? (Describe or draw)

Who are the best messengers for conveying the message? _______________________________

What are the best media for delivering this message for each target? Why? (List targets and choose one or more that fit. Try to focus on not more than three) Traditional media: ___ print ___ radio ___ television __ outdoor __ _______________________________________________________________ _________________________________________________________ ____________________________________________________________ Entertainment media (e.g. cinema, stadiums, theatres) ____________________________________________________________ ____________________________________________________________ On-line media ____________________________________________________________ ____________________________________________________________ Other (alternative below the line media)____________________________________________________________

List arguments of the opposition, if any. Also, may your campaign fail? __________________________________ __________________________________ __________________________________ __________________________________

Develop two soundbites + or slogans that convey your message and address important issues. 1. ___________________________________ ___________________________________ 2. ___________________________________ ___________________________________

Scheduling: List upcoming events, and whether they have any piggybacking opportunities: Duration of campaign: _______________________ Type: (e.g. pulsing, flighting, blitz) _______________ Event Date Media Opportunities 1.___________________________________ 2.___________________________________

Other concerns / thoughts Examples Reach vs. frequency Tactics/mood/creative considerations Preferred media (by you or sponsor) Cost efficiency

Summary: Chosen medium

Summary: Chosen medium

Main medium:__ e.g. TV__________ (Show this part of the campaign in its entirety) e.g. a.) if it’s a radio or TV ad, write ‘see my memory stick labelled ‘…………..’, or see attachment in from, say, Note: Do not send hard- to-open attachments!! b) If it’s a print ad, attach ads here (For eg. See next two pages.) or hand in 2 printed ads

Campaign Theme: FASHION STATEMENT

Other notes: Where and when! You will present this campaign and media plan, in no more than 7 minutes, in the last two weeks of class. You can work in groups of two. You can send this on the last day of instruction to: me so I can send you this template - document