Media Strategy
Planning how to effectively use paid, owned, and earned media channels to reach target audiences and achieve marketing or communication objectives.
Proficiency Level
Level 1 (Follow)
- Understands the different types of media channels (paid, owned, earned) used by the organisation.
- Follows instructions related to specific media activities (e.g., providing assets for an ad placement, tracking media mentions found online).
- Is aware of the target audience for the media activities they support.
Level 2 (Assist)
- Assists media planners by gathering information on different media channel options, audience demographics, and indicative costs.
- Helps track media schedules, booking deadlines, and the delivery of creative assets to media partners.
- Compiles basic performance data from media reports (e.g., impressions, clicks) under guidance.
Level 3 (Apply)
- Contributes to the development of media plans for specific campaigns or initiatives by recommending appropriate channels based on objectives and target audience research.
- Selects specific media placements or tactics within assigned channels (e.g., choosing specific websites for banner ads, identifying relevant journalists for PR outreach).
- Monitors the execution of media placements and tracks basic performance metrics against the plan.
Level 4 (Ensure)
- Develops comprehensive media strategies and detailed media plans, selecting the optimal mix of paid, owned, and earned channels to achieve campaign goals efficiently.
- Manages media budgets, negotiates rates and placements with media vendors or agencies.
- Measures and analyses the effectiveness and ROI of media investments across different channels, optimizing the mix based on data.
Level 5 (Strategise)
- Sets the overall strategic direction for the organisation's use of media channels, aligning media investment with marketing objectives and business priorities.
- Oversees relationships with major media partners or advertising agencies.
- Evaluates emerging media platforms, technologies, and consumption trends to ensure the organisation's media strategy remains relevant and effective.