The ULTIMATE Content Planning Guide: A Step-By-Step to Successful Media Campaigns
By: Enroll
Tags: Marketing Strategies, Public Relations, Media Planning, Media Relations, Content Strategy

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So, you’re the person responsible for planning the year’s media campaigns after a global pandemic, slashed budgets, new social platform dominance, and just about everything in the lives of your target audience has changed — awesome! You’re in a position of huge opportunity.

Don’t sweat it, we’ve got this. And by we, we mean you — with the help of our S.A.I.L. content strategy program.

What You Need

The undivided attention of leadership or stakeholders to get their input

A computer

Creative thinking (or help from someone on your team who is creative)

🔍⚖️⏱🔑

A Quick Overview

S.A.I.L. is a four part planning and execution strategy for the people who need to create content on a regular basis. Here’s an overview of each section:

SPECIFY 🔍

As a whole, S.A.I.L. is top-heavy: the vast majority of this strategic planning program takes place in the first section, SPECIFY. It’s here we will define your brand values, (if you haven’t already,) and use those as a spring board to define the rest of your content plans.

During SPECIFY, we’ll also pull from numerous data sources, conduct any market research, archive and organize the data, conduct leadership interviews, brainstorm with team members, identify success metrics, and come out the other side with a few ideas for media campaigns, both annual and quarterly.

ALIGN ⚖️

Once we get the info-heavy SPECIFY section completed, it’s time to ALIGN our resources accordingly. The first part of this section is about clarifying the budget: what’s available financially, what influencers need to paid, which quarters of the year require more spending, and more.

Understanding the budget thoroughly allows us to move through the rest of the ALIGN section with clarity, which includes defining the media channels we’ll use to distribute the campaign, defining the assets needed to produce the campaign, and finally, solidifying which KPIs we’re going to focus on to measure success.

INTEGRATE ⏱

INTEGRATE is all about identifying the influencers, from local blogger to A-Lister, that will be used in the campaign, selecting which technologies and services will be critical, defining the Production Timeline, and defining the Promotional Timeline. We will also identify your campaign’s target Launch Day here.

LEVERAGE 🔑

Lastly, but not leastly, LEVERAGE considers what happens after your campaign goes live. There’s a focus on PR and external media: who are the media outlets and journalists who will want to know about this campaign? We’ll also look at other media relations activities that are critical like writing press releases or arranging media tours, and consider opportunities for PR on social media, like user-generated content.

After S.A.I.L. is completed, you will have a solid media plan for your Annual and Quarterly Campaigns, and will be able to articulate to leadership how these plans will benefit the business’ overall goals.

Got it? No? That’s OK! We’ll walk you through all of this and leave your team in awe of your skills.