Media Plan Template

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Media plan template
This media plan template should be used for each separate campaign, e.g.: your overall campaign might
be to take over the running of your football club, but it might need breaking down into several
elements, such as stage 1: opening the debate; stage 2: looking for financing/ramping up financing;
stage 4: negotiation stage; and stage 4: the actual takeover.
Preamble:
The best way to see the plethora of ways to communicate with people we now have is as ‘platforms’;
you can say the same thing visually, on streaming audio, on messageboards, through e-newsletters and
printed ones, through football programmes and fanzines, and guestbooks, radio, videocasts/vodcasts
and podcasts.
The difference is that the message is modified depending on who you’re speaking to, and what the
medium is. Just as the headlines in The Sun don’t suit The Guardian, neither would a piece made for TV
suit a podcast, as one is visual and the other audio. The message, though, is the key – what are you
saying?
Positioning
Objectives
Messages
Target Audiences
Target Media (all)
Don’t think of target media as separate TV, Radio, Newspaper, online etc; remember that media is
converging and that, for example, all (or most) newspapers have a website that they put news on and
update, and that video and podcasting has made TV and radio less separate. Content is king; all you do is
identify the appropriate platform, eg: TV, radio or aural, written (either online or printed) etc.
You should definitely be looking for some of the following as well to ensure quick communication:
Facebook, Bebo or other social networking page: but you must utilise it. Every time news is
posted on the website, post it across to this. Every e-newsletter or similar sent out must go
there as well.
Social bookmarking – a great way to spread information around; try delicious, Digg. Google even
have their own as well. And there are plenty of others. Just type in ‘social bookmarking’ and
you’re away!
Fans sites: use to post all news emails and communications up on the appropriate forum. Post
link to news stories when updated.
Blog section on the website
Vehicles (examples below)
Blogging

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