Imagine you are an independent media consultant brought in by a start-up organisation, who has just secured an extra $1M of funding from investors, solely for their media strategy and implementation. The start-up is a B2B2C platform which operates online (e.g. Airbnb, Uber). You may choose one of these businesses from the following list, making sure that you understand the two different target audiences for your client.
Choose one of the following clients:
Too Good To Go
Trusted HouseSitters
Unsplash
Bonanza
Rated People
Borrow My Doggy
Much Better Adventures
Blacknut
The Task The client has asked you to:
Identify the 2 separate target audiences and develop insights around these audiences’ preferences, motivations, customer journeys and touch points
Develop a media planning strategy for your client, based on their objectives and your audience insights, with a digital first emphasis
Choose one of those audiences (B2B or B2C) and design a media plan using appropriate channels and platforms, to cover a 12 month period
Establish a system for evaluating the performance of the media plan, with contingency planning and recommendations where necessary
You will need to decide on the geographic reach of your media plan – typically global for digital platforms, and national for traditional media. You should discuss this with your tutor.
