In the 2008 planning season, conversations abound about media plans, print advertisements, online advertisements, and a website and/or destination site(s) to support your ads. Developing a comprehensive plan that engages the target audience at the appropriate time and place and is measurable is the ultimate goal. Although this sounds simple, it is no easy task. A plan that successfully accomplishes all of these goals – and incorporates new Web 2.0 technologies and tactics – must be integrated and well planned. 

The planning begins with a media schedule that is developed through what we call a media agnostic approach. Our media agnostic approach focuses on where your audience is and not where you want them to be. After you examine all the media data and determine your media schedule for the year, you might think all the hard work is over. But really, this is only the beginning.

Now you have to develop relevant, engaging ads that will capture your audience’s attention. You will want these ads to drive prospects to your website, and you will want this action to be measurable. In most cases, advertisements will try to drive traffic to a website where visitors can learn more and interact.

Not only will you have to potentially develop a new destination site or content for your existing site, you will also have to develop materials to support the site and make sure you effectively plan so you are able to track the relevant analytics. 

Of the supporting materials you have to offer--maybe a brochure, a podcast, a video, or a white paper--which is worthy of requiring contact information from your prospects? And, after you collect their information, what will you do with it?

These are just some of the things you will need to think about as part of your planning process. It is a lot to think about! From start to finish, the process can be very time-consuming and certainly will require a great deal of forethought, proper planning, and most importantly attention to all the little details. In the end, you want to develop cohesive materials that clearly define your brand, your company and your message.