MARKETING & MEDIA PLANNING
Channels as a system,
not as silos.
From search and social through newsletters to out-of-home and print – media planning that coordinates channels instead of managing them one by one.
Why isolated channels burn budget
Most companies run their channels in isolation: Google Ads here, a flyer there, the occasional newsletter, perhaps a poster for an opening. Each channel is judged on its own and nobody sees the interplay. Media planning therefore does not start with the individual ad but with the question of which channels feed into the same goal, in what order – and how the effect can be measured across all of them.
I think digital and traditional channels together. A poster builds awareness that a search campaign harvests later. A newsletter holds on to existing customers that social media alone never reaches. That interlocking is the difference between spending on advertising and planning marketing.
Digital channels in the media plan
Google Ads.
Search, display and Performance Max campaigns: keyword research, audience signals, ad creation and account structure.
LinkedIn Ads.
B2B audiences by function, industry and company size – for offers that need explaining.
Meta (Facebook & Instagram).
Audience building, campaign architecture and creative briefs for reach and retargeting.
Email marketing & newsletters.
Setup, segmentation and editorial work for newsletters – the channel with the best ratio of effort to customer retention, GDPR-compliant with double opt-in.
Tracking & consent.
Google Analytics 4, Tag Manager and pixel integration – GDPR-compliant with consent mode, documented and ready to hand over.
Traditional &
out-of-home channels
Digital out-of-home (DOOH).
Programmatically bookable digital advertising space – from the screen at the station to the panel in the shopping centre, targeted by location and time of day.
Out-of-home (OOH).
Classic poster advertising, city light posters and large formats – for local awareness and brand presence in public space.
Print.
Advertisements in trade and regional media, inserts and mailings – where an audience reads print and digital channels do not reach them.
Radio & regional media.
On request I also coordinate radio and regional media bookings as part of the overall plan.
The bracket: media planning & management
Cross-media plan.
Which channel takes which job in the funnel, with which share of budget, in which sequence – reasoned rather than habitual.
Budget allocation.
Budget distributed by effect, not by gut feeling – with a clear separation of awareness and sales goals.
Monitoring & reporting.
Ongoing management of the digital channels including A/B tests, and reporting that shows effect rather than vanity metrics.
How your cross-media plan takes shape
Media plan
Goals, audiences, channels and budget are interlocked into one coherent plan – digital and traditional alike.
Setup & booking
Digital campaigns, tracking and audiences are set up in line with the GDPR; traditional and out-of-home space is booked in a coordinated way.
Management
Ongoing optimisation along clear KPIs – with regular reports and honest recommendations, even when they amount to “move the budget elsewhere”.
My principles in media planning
No vanity metrics: what gets measured is what contributes to the business – enquiries, appointments, revenue. For channels that cannot be measured directly (out-of-home, print) I define sensible indicators in advance.
Full transparency: all digital accounts are in your name. You keep access to, and ownership of, data and structures at all times.
Honest limits: producing photo and video material is not included – copywriting is. Briefs for your designer or a photographer come with it.