The media planning process begins with extensive discovery:
  • Review all client and available industry research
  • Determine client goals
  • Establish media launch dates
  • Identify target audience
  • Establish a budget (If unknown, Toolbox Studios has the resources and experience to determine the required expenditure.)
  • Media department works with creative team, management, and client to develop strategy, tactics, and metrics for success
Armed with the necessary information, we then:
  • Determine the most efficient media direction—television, radio, print, outdoor, online ads, social media, SEO, or Pay-per-Click
  • Meet with reps from selected media outlets to make sure they provide reach/frequency, program ratings, daypart recommendation, rates
  • Require each outlet to include Value Added opportunities
Once the media plan is approved, all buys are finalized:
  • When schedules are completed, we require proof of performance through a post-buy analysis which assures that the media purchased was delivered
  • Client is provided copies of media buys, post-buy analysis, and any co-op billing