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 touchpoints
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.

The Report
You can structure your report as you wish, but we have provided the following recommended structure:
Executive outline (including client’s positioning and branding, and potential competition)*
Concise statement of the objectives
Analysis of competition’s main activities
Brief description of target audiences
Media strategy
Complete description of one media plan (plan & recommendations)
Flowchart, estimated allocation of budget, reach/frequency levels
Description of methods which can be used to assess the campaign’s effectiveness
List of Resources*
Appendices
*The executive plan, list of resources and appendices are not included in the word count.