Media Planning
At Park&Co, we see media as a crucial communication tool to ensure our message reaches the appropriate audiences. We understand today that the average person is bombarded by media messages from all sides, so we know the challenge it is to not only ensure our target sees and hears our message, but that it connects with them on a deeper level.
To accomplish this we begin with research on the target market. What are their ages? Level of education, income, what media do they engage with and how often? By using available syndicated and original research, we can go beyond identifying a target as merely an age group but rather a diverse group with unique characteristics:
- Identifying target demographics and attitudes via our research resources, in many cases using personal interviews
- Matching these up to media formats and programs based on syndicated research
- Identifying unique audience cultural attitudes
- Strategic placements and timing of spots and ads
- Setting exposure goals
- Negotiating added value in the form of sponsorships, on-air mentions
- Developing promotions that get audiences involved with the campaign
- Nurturing partnerships for special projects
- Using media as creatively as possible to maximize results
- Analyzing results based on business goals; i.e., sales results, awareness studies
This holistic process ensures the message is delivered, and that every media dollar is leveraged to maximum value. Our media staff work closely with creative, account and public relations teams not only to ensure that our plans are in line with marketing goals and strategies, but also to collaborate on and share “out of the box” ideas in unique media formats to both enhance and extend our paid media schedules.
In short, we work to make sure we expose your message to the appropriate targets, achieve impact through strategic placements, and connect with audiences beyond seeing or hearing a spot to a level that entices them to interact with the campaign.