By The NSA Team

If you’re looking for ways to increase awareness and profitability, it’s a wise idea to build an effective media strategy for your brand(s). A media strategy is created in order to effectively place the right message to the right consumer at the right time to take action.  Here are some tips to help you get started on crafting a successful media strategy.

Conduct Research – Do Your Homework

In order for your strategic planning to be valuable, the most important step is knowing your customers!  Conduct research to identify your optimal target audience. Know the demographics, timing and the media consumption such as age, education level, income level, marital status, etc. Once you’ve identified your target audience(s) and timing, you’ll have a better understanding of what type of media will be effective.  

Set KPI’s for Measurement

Identify how you plan to measure your strategy – sales, transactions, ROI, ROAS, etc. Outline approved success metrics before you launch, therefore there no ambiguity or misunderstandings. Many companies use the acronym SMART to clearly identify and measure goals. This acronym basically means that you need to create goals for your media plan using the following characteristics:

  • Specific – set goals that are more detailed than vague.
  • Measurable – a goal that needs to be quantifiable.
  • Achievable – set goals that are attainable.
  • Relevant – only choose goals that are results-based.
  • Time-Based – set a deadline for your goal to be achieved.

Applying SMART goals to your KPI’s will ensure clarity and accountability.

Determine Budget 

Today, most companies are under strict budgets that require thoughtful planning to achieve success in all areas. Once you’ve determined the goals for your media strategy, you need to understand your available resources. You may or may not have to adjust your goals based on budget limitations.

Create a Message

You’ll likely have an overarching theme for your media plan with various messages for different objectives.  The key is to be consistent with your messaging.   Your messages or theme will come from your research on your target audience. A theme typically centers around a customer problem and the solution. You’ll should tailor your media to the consumers that you are engaging. 

Learn and Evolve

For any company to be successful and well positioned in strategic media planning, it’s essential to learn from the results of your actions. For example, if one of your media launches doesn’t deliver the specific results by the deadline you set, it’s necessary to change your next course of action.

An effective media plan is critical to the success of your brand. Conduct research to identify your target audience, set SMART goals, determine your budget, create a consistent message and learn from your actions in order to make improvements.

If you would like help with your strategic media planning, please contact us at  We know a few things on media planning!