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Digital Strategy: your twelve-month media plan
Most SMBs don't have an execution problem. They have a planning problem.
They do a bit of Google, a bit of Facebook, a newsletter whenever someone thinks of it. Each effort is fine on its own, none of them supports the others, and nobody could say which one drives sales.
When the budget gets tight, cuts are made at random.
A media plan fixes that. It tells you which channels to invest in, how much, in what order, and at what threshold to stop a channel that isn't delivering.
What the plan includes
Your goals, translated into measurable targets
“More customers” isn't a usable goal. We convert it into a number of inquiries per month, a maximum cost per acquisition your margin can bear, and a sales volume your capacity can absorb.
Priority audiences
Who you're trying to reach, and at what point in their buying journey. Someone just discovering you exist and someone comparing three quotes aren't spoken to the same way, and they don't cost the same.
Which channels to choose, and which to rule out
The most useful part of the plan is often the list of what not to do. We justify every channel we keep, and every channel we rule out, based on your market's data rather than on what's trendy this year.
Budget allocation
How much goes to acquisition, to awareness, to remarketing. These three roles aren't measured the same way, and mixing up their metrics is the most common cause of bad budget decisions.
The rollout calendar
When to push, when to ease off, based on the seasonality observed in your market. Many SMBs spend evenly all year long when their demand is concentrated in four months.
Key metrics and stop thresholds
Two or three truly decisive metrics, not fifteen. And for each one, the threshold below which we stop rather than keep pushing. It's the element plans almost always forget, and it's the one that will save you the most money.
The twelve-month roadmap
By quarter: what we put in place, what we test, and what we drop if the thresholds aren't met.
A written document, presented by video call, that belongs to you.
It is written so that anyone can execute it: your in-house team, a freelancer, another provider, or us.
About a third of our strategy engagements don't lead to a management engagement, and that's perfectly fine.
A plan that only works if you hire us wouldn't be a plan; it would be a sales proposal.
$650 · Delivered in 3 weeks
Ce que vous recevez
A study is required first
It's our only service with a prerequisite, and we stand by it.
A media plan built without market data is just an opinion in a spreadsheet. It will look serious, it will be well structured, and it will be based on what we imagine about your market rather than on what it actually contains.
There are two ways to meet this requirement:
Our digital market research at $1,299, which establishes your position, a benchmark of your competitors, your brand's reach and the actual demand.
Or your own data, if you have it. A study produced by someone else, your sales figures, the history of an existing ad account. We review what you have during the scoping call and tell you honestly whether it's enough.
The market data itself. It comes from the study. The plan uses it; it doesn't produce it.
Execution. Setting up campaigns, writing ads, optimizing every week — that's campaign management.
Organic work. The plan defines the role of SEO in your mix and the budget it deserves, but the content plan and technical fixes fall under the SEO engagement.
Your brand image. We create a media plan, not visual identity or brand positioning in the traditional advertising sense.
If that's what you need, we'll point you elsewhere.
What the plan does not include
What happens next
1. Un appel de cadrage.
We review your data, your margin and capacity constraints, and what you've already tried.
2. La rédaction
3 weeks.
3. La présentation
A one-hour video call, after which the document is handed over to you.
4. L'exécution, par qui vous voulez.
If you hire us for it, the plan becomes the foundation of the management engagement. If you execute it in-house, we answer your questions free of charge during the weeks that follow.