Our Media Process
Our first, and most-critical, step is to develop the campaign’s Target Customer Profile. Simply identifying target customers as “Adults 25-54” is no longer sufficient. We also identify their key qualitative, behavioral, and psychographic factors. From this we develop their Media Usage Profile, which allows us to review and analyze almost every media vehicle consumed by them.
With the Media Usage Profile in hand, we begin the process of executing the media campaign. During this step we contact the recommended media vendors, negotiate the lowest-possible rates, explore all value-added opportunities, and place the media buys.
Once we've placed a media schedule, our work has only just begun. At Brand It, there is no waiting until the end of a campaign to analyze results. Stewardship of in-flight media campaigns is critical to our process. At a minimum, this includes reviewing all media contracts for complete accuracy, reviewing post-log reports, and ensuring that all creative assets are running as scheduled.
At the conclusion of each media campaign, we conduct a thorough analysis of every schedule and placement. This process includes audience delivery benchmarks, time and space placements, creative placements and expenditures. We ensure that all facets of the media campaign have met or exceeded expectations.