Abstract image of net sculpture against a blue sky with skyscraper.

How To Achieve Share Of Voice By Balancing Reach + Frequency In Media Planning

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.

Read More
The Shark's Fin

The Leadership Lessons I learned From Meru

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!

Read More
Honeybees entering their hive.

On Becoming a More Socially Responsible Business

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.

Read More
Brenda Brooks, Marketing Operations Manager.

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.

Read More
Clothing hanging on coat rack with hat.

What to Wear?

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.

Read More
Picture contrasting brick building with ultra-modern building.

Best Practices for Pairing Traditional and Digital Advertising

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.

Read More
Anne Richardson delivering her Holocaust Legacy Partner presentation.

Telling Netty’s Story Again

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.

Read More
Picture of tan suede shoes.

When The Agency Becomes The Client: Launching An In-House Advertising Campaign (Part 3)

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.

Read More
Picture of multi-colored lockers.

Resource: Launching A Content Marketing Initiative

A simple guide to creating a content marketing strategy, editorial calendar, and promotion plan.
As a strategic media planning and buying agency, we work with brands to raise awareness and generate leads. As a part of that effort, we often provide content support for our clients. Sometimes this comes in the form of writing copy for websites, landing pages, and ads. Other times, it is a more robust effort to launch or support a content marketing initiative.

Read More
Richardson Media Group logo icon.
Anne outside the door of the Richardson Media Group office.
In addition to her role as owner and media director here at RMG, Anne authors the majority of our blog posts. Favorite topics include the entrepreneurial journey, media planning and buying, and forming productive agency partnerships.