Media Planning Demystified

So, you’ve decided you want to advertise but still want to maximize your budget to get the most exposure for your dollar. Media planning, especially across several different types of media, can seem intimidating to those not familiar with the process. Our account managers shed some light on the often complex and time-consuming world of media planning and offered these four tips.

Know Your Target Audience - Before you start planning, it’s extremely important to narrow down who you would like to reach and any goals you would like to achieve through your media placements. Once you have your audience and objectives in mind, it’s much easier to select placement times, media and frequency.

Budget Your Planning Time and Media Investment - It’s easy to underestimate the cost of ad placements and the time it takes to schedule them when you are new to media planning. Be sure to start planning your schedule well in advance to really research the appropriate channels, especially when dealing with TV. Some may be more expensive than you expected, so give yourself the time to evaluate all opportunities to maximize your budget.

Relationships are Key - Building relationships with the vendors of each medium can mean the difference between a successful media plan and a misuse of your budget. Working with an agency who has already built these strong relationships can guarantee you will be privy to more in-depth opportunities for your advertisements. Teaming with an agency that understands, and can even help you establish goals, means they will source the best possible placements customized for you.

Measure the Results - Determining if your media planning has paid off is paramount. Don’t forget to ask new clients how they heard about your company. This can be done through a survey, or more informally if you prefer. Also, you can determine if any adjustments should be made. Measuring direct ROI can be difficult unless there is a specific call to action related to the ad campaign. General advertising builds brand awareness and is a long term marketing strategy.

If you’re ready to take the advertising challenge, give us a call. Our account managers will optimize your time and money to raise awareness among the right target audiences.

Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com

The CMA Holiday Card – Our Signature Creativity

For over 20 years, the CMA holiday card has symbolized the fun and creativity of our staff. The original concept was developed back in the early days of CMA, but the idea of featuring the smiling faces of our employees has remained a timeless favorite among our network of clients, vendors and friends.

Starting in 1992, when CMA was a mere five years old, the first holiday card to feature the likenesses of the agency staff was introduced using caricatures of each staff member instead of photos. The following year, the studio team and I continued this theme, but arranged for a photo shoot and positioned the staff photos to look like each member’s head was peeking out of a gift box—no easy feat in the days preceding Photoshop!

Since then, the CMA team has been seen climbing, perching, falling off of and dancing around various holiday-themed items including a snowman, a nutcracker, a toboggan and a penguin. CMA’s furry friends even got involved in 2008. Our pet-friendly office was at peak capacity with dogs, cats, bunnies and turtles during this famous photo shoot for our signature card—perhaps the one we received the most comments on ever!

Eighteen years after the first personalized CMA holiday card, this signature piece continues to be recognized with awards from industry organizations. It also continues to be a perennial favorite of our own team to create. Each member of the staff gets involved with selecting the theme, bringing in props and coming up with creative poses. By showcasing our downright goofy nature, we hope clients, prospects and vendors see the human side of their CMA contacts as well as the high level of our creative abilities.

How do you retain your business relationships? Let CMA help you determine how to leave your signature mark and strengthen your network of customers and prospects.

Dave Sherwood
Creative Director
dsherwood@cmasolutions.com

What Are You Thankful for this Thanksgiving?

Whether you’re having Thanksgiving at your house or traveling to a relative’s house, everyone will be joining together to celebrate Thanksgiving on Thursday. To help get everyone in the spirit, CMA asked its employees to share what they are thankful for this Thanksgiving:

“I’m thankful for the hardworking team here at CMA who apply their passion for what they do every day.” – Jeffrey Barnhart, President and CEO

“I am thankful for the health of my family and the good will that we share with each other. Particularly as my sons begin to make their way in the world, I find my relationships with them evolving and growing stronger.” – Christian Horn, Vice President of Communications

“I am thankful for the health and happiness of my friends and family.” – Corie Eisenberg, Marketing Coordinator

“I’m thankful for celebrating 5 years with CMA!” – Erin Higgins, Director of Marketing Services

“I’m thankful I work with a really fun group of people who make it easier to be creative.” – Diane Webster, Senior Associate Creative Director

“I’m thankful for my wonderful family and friends who complete my life in every way!” – Lauren Ward, Marketing Coordinator

“I’m thankful that I work with such a fun, creative, intelligent group of people!” – Kaitlin Friedmann, Manager, Public Relations

“I am thankful to work in an environment that encourages creativity.” – Meghan Higgins, Public Relations Coordinator

“I am thankful that my family is healthy and happy!” – Melanie Kotsonis, Executive Assistant

Feel free to share with us what you are thankful for this Thanksgiving. Leave your thoughts in the comments section.

Happy Thanksgiving!