Digital strategy, media plans and measurement plans. Three documents that are usually written by three different suppliers, and rarely agree with each other.
A strategy says which channels deserve the budget. A media plan says how much goes where and when. A measurement plan says how you’ll know whether any of it worked. When separate people write them, the strategy promises results the tracking can’t show and the media plan funds channels nobody can measure.
I write all three from the same set of numbers, as a former agency head of digital strategy who still builds the campaigns and the tracking. The plan is something a small team can run, and every target in it has a way of being counted.
Start with the strategy if you’re unsure where to spend. Start with the measurement plan if you’re already spending and can’t tell what it’s doing.
Digital marketing strategy from a consultant who still does the hands-on work: channel priorities, budget split and a 90-day plan, built from your numbers.
Media planning and buying advice from a former media agency strategist: channels, budget, audiences and expected results. Forecasts come as ranges with the conditions attached.
A marketing measurement plan that starts from the decisions your business needs to make and works back to events, parameters and reports. Readable by marketers, buildable by developers.
Also relevant: Fractional head of digital
Tell me what’s going on. I’ll come back with questions or a scoped proposal, and I’ll say so if I’m not the right person for it.