Campaign Development & Media Planning
Campaign strategy, creative development, and media planning can be extremely powerful and effective tools in reaching your current and prospective customers. By defining the personas of your target audiences, you can use traditional and digital marketing tactics to reach customers through a variety of platforms, messages, and targeting efforts. All with the goal of driving users to engage with your content, visit your website, or contact you for more information.
Concept is king. Anyone can make an advertisement: write a headline, add an image, come up with a blurb of copy, and drop in the logo, and an ad has been created. But truly great advertising and marketing identifies creative ways in which to grab the attention of your audience and inspire them to read, engage, and act. This is only done through pushing the creative boundaries to create advertising that stands out from the clutter, connects with the user, and strategically aligns with your brand and marketing objectives.
Every brand has an inspiring story to tell. Successful advertising and marketing campaigns feature creative visual storytelling and a unique approach to messaging that connects with your target audience in a way that is relevant and delivers upon the brand promise. Developing a unique way to touch the hearts and minds of your audiences is at the core of what matters.
We do this through storyboarding and conceptual development. Ideas are what matter and creating the visual path and messaging approach determines if the concept is worthy of becoming an entire campaign. It must have the creative breadth to span multiple media channels, reach numerous audiences, and possess the longevity to not just be a novelty. It must be flexible for our clients and adaptable for the future.
Your media strategy and planning must be integrated with your overall marketing plan. It should be one overall campaign, but the methodology of how you deliver it for each channel can be different. We will develop a strategy to help you create the most impact and deliver an effective message at the right time, right place, and to the right person.
With the increasing consumer media connectivity and fragmentation, decreasing attention spans, and the rapid growth of digital technologies, it is more important than ever for brands to ensure they are continuously communicating with prospects and customers across all appropriate touchpoints.
The Full Circle media team provides the strategic expertise and experience of a national media agency with the accessibility, personalization, reliability, and efficiency of a local partner. We are media agnostic, considering all digital and traditional media channels, and since each client and campaign has unique objectives, they deserve a custom plan, not a “one size fits all” templated approach. We have national, regional, and local brand experience across all media channels and budget levels, from $10,000 to $100 million annually and everything in between, with deep digital media expertise with planning experience since 1998, the same year Google was founded.
Full Circle will utilize hyper-targeted media solutions to reach the most qualified audiences based on data related to their demographics, geography, online and offline shopping behaviors, interests, locations, occupations, life events, content, and other data points.
We can also re-engage your existing customers and prospects based on prior website visits, social media engagement, or customer contact lists, as well as finding more people that look like your best customers based on similar audience characteristics and digital behaviors since 98% of consumers leave sites after their first visit without converting.
Social media channels utilized to reach your audience with these targeting techniques may include Facebook, Instagram, Snapchat, Pinterest, Twitter, and LinkedIn. Over 90% of social media usage is on mobile or tablet and the average American uses 3 social platforms, with more than 4 out of 5 having discovered products to buy on social channels.
Search engines including Google, Bing, and Yahoo may be used to target people searching for products or services related to your brand. Pay Per Click Advertising (PPC), or paid search marketing allows you to be top of mind when potential customers are searching for keywords related to your services, your brand, or your competition. It captures prospects near the bottom of the funnel and capitalizes on interests driven from other marketing. Over 90% of people haven’t made their mind up about a brand before starting their search.
Online Display, Video, and Native advertising allow brands to share visually appealing and interactive ads on relevant websites and content utilizing the digital targeting options listed above. Businesses make an average of 2x the revenue of what they invest in online display and video ads. Online video will represent more than 82% of all consumer internet traffic by 2022, 15x higher than it was in 2017.
Streaming audio is used by over 60% of Americans, with audio, display, and video advertising options on Pandora, Spotify, iHeart Radio, and podcasts. The majority of streaming audio users are light or non-radio listeners, making it an important channel to convey longer form messaging to digitally targeted audiences.
Traditional media channels including TV, radio, out of home, print, and direct mail will be evaluated as channels for consideration. These channels still represent terrific options to increase awareness and consideration based on the huge audience reach and creative formats that allow brands to break through the clutter.
To access the actual metrics and to understand the true effectiveness of a campaign, it takes the right approach, knowledge, and experience with how to measure, track, monitor, and report for an on-going period of time. Having the right tools is only part of the equation. To effectively measure a campaign’s effectiveness, we need to have baseline metrics before the campaign begins. This allows us to measure after the campaign and determine its success. Without the right key performance indicators (KPIs) in place and measured, the data received during or after a campaign is inconsequential.
Full Circle will implement, measure, optimize, and evaluate media and creative performance based on generating key post-click and post-view website activities, where applicable, on your website after media exposure. Site engagement metrics will also be measured enabling us to connect media data for the campaign, audience targeting, and creative to site activities.
Brand impact studies may be considered to measure advertising impact on attitudinal metrics including awareness, opinion, consideration, and purchase intent. Additionally, for certain brands and companies trying to drive offline actions, we are able to link online media ad exposure to offline real-world in-store visits, conversions, and sales, as 56 cents of every dollar spent in an offline store is influenced by a digital interaction.
Social Media Advertising