Measuring media planning and buying success for our clients and ourselves.
A new year is a natural jumping-off point, a time to think about future goals and set our sights on what’s up ahead. It's a busy time for a media planning and buying agency as we prepare to launch new campaigns in the new year. It’s also the season when we look back over the past year, acknowledging (and celebrating) successes and finding meaning in the challenges we may have encountered.
To be successful, media planning must focus on achieving ample share of voice when advertising within a specific market.
Media planning is the process of researching and assembling recommendations on the most effective advertising platforms to raise awareness of and drive engagement with a brand. Media directors consider a host of factors when planning an advertising campaign. Experienced media planners think carefully about how deeply a campaign engages its target audience, how many times that group sees the ads, and how many other competitive messages that group experiences within the defined market. Together, those three key components — reach, frequency, and share of voice — work to achieve your campaign goals.
Over the summer, our house was full of college-age kids. Two of them happen to be mine, and then there were the extra friends who ended up staying with us for a while. Running a modified boarding house makes me quite happy, actually. From the time they started school, I've always encouraged my children to bring their friends around. It's when everyone keeps coming back - for food, sleep, laundry facilities or just to pull up a chair for some thoughtful conversation - that I know I've done something right!
Richardson Media Group has embarked upon a journey to become a more sustainable, socially responsible business. We recently joined New Hampshire Businesses for Social Responsibility. Our team has regular conversations about how to apply what we are learning about social responsibility to our professional services business. Now that we are shining a brighter light onto our collective purpose, we realize that our sustainability story began years ago.
Brenda Brooks, Former Director of Admissions at UNH Franklin Pierce School of Law, Joins Richardson Media Group
Brenda's background in college admissions and enrollment management makes her an invaluable addition to our team.
This summer, Brenda Brooks became the newest member of the Richardson Media Group team after spending the past 12 years in college admissions and enrollment management. Much of her career centered around developing strategic recruitment and communications plans with a strong focus on lead generation and conversion.
Anne Richardson, principal and media director at Richardson Media Group, was recently profiled by New Hampshire Businesses for Social Responsibility, a nonprofit organization driving the social responsibility agenda in New Hampshire. The profile, which originally appeared on the NHBSR Featured Member Spotlight, is reproduced below.
Clothing makes a bold statement. It offers the world a distinct impression of who and what we are. Just look at the photos from the 2019 Met Gala — the “Camp” theme interpreted in myriad crazy ways by the celebrities in attendance. Not that I’ve ever attended the Met Gala (I’m sure my invite got lost in the mail), but it’s a great example of the power of a costume to showcase a person’s personality and identity.
Traditional media is an integral part of any multi-layered campaign. And it pairs perfectly with digital advertising.
The most effective media plans incorporate both digital and traditional advertising. The combination of these two media categories works best when brought together into one, cohesive campaign.
For the past fifteen years, I have been a Legacy Partner to a Holocaust survivor, which means I am a “Guardian of the Holocaust.” I am committed to this lifelong pursuit to ensure that the world remembers the survivors and victims of the Holocaust.
The benefits, lessons, and limitations of a single-tactic campaign
This is the final installment in a three-part series exploring our decision to launch a paid media campaign for our own company. The first installment talks about the factors we considered in making the decision to advertise. The second installment talks about the process of media planning and media buying.
Our decision to run a media campaign to promote Richardson Media Group, was driven by two factors. First, we wanted to experience sitting in the client’s seat for a change so that we could better understand what it felt like to be on the receiving end of a media campaign. Second, we were curious to find out whether we could drive any significant lead generation via a small (actually tiny) budget/single tactical effort. The results of our campaign were somewhat surprising! What follows is a review of the campaign details and a summation of campaign results and delivery metrics.