Channel planning
Compare where your audience can be reached and what each placement needs from the creative and landing experience.
SERVICES / DISTRIBUTION
Put the plan behind the placement.
Build a paid-media plan around the audience, the offer, and the action you want people to take. Start with a clear brief before selecting channels or allocating spend.
POSSIBLE SCOPE
What the work can cover.
Campaign structure
Organize objectives, audiences, budgets, and naming so the account can be understood and reviewed.
Ongoing review
Use agreed reporting and a change log to discuss what to continue, adjust, or investigate.
These are scope options to discuss. Your proposal defines the deliverables and responsibilities included.
01 / PROJECT NOTES
The brief comes before the budget
A media-buying discussion should start with the business, the offer, and the destination. Tell us who you want to reach, what they should understand, and what a useful response looks like. Include any current activity and practical constraints. That gives the conversation a direction before the question becomes how much to spend.
02 / PROJECT NOTES
Separate spend from the scope of work
Advertising spend, creative production, account setup, and management can be different parts of a proposal. Ask how they are allocated and who authorizes changes. Establish account ownership, access, billing responsibility, and budget limits before a launch. A clear scope helps prevent an account conversation from becoming a collection of assumptions.
03 / PROJECT NOTES
Make review part of the operating plan
Agree which results will be discussed, where the data comes from, and how often decisions are made. Performance can be affected by the offer, creative, targeting, tracking, site, and market. A review should examine those connections rather than treating a single number as the complete answer. No return or traffic level is guaranteed.
04 / BEFORE THE WORK BEGINS
Put the practical terms in the proposal.
Ask for the deliverables, review stages, revision allowance, estimated timing, and responsibilities of each party. Identify the assets, information, and account access needed from your business. If another provider or system is involved, confirm the dependency before committing to a schedule.
Discuss agency fees separately from advertising budgets, platform subscriptions, third-party production, and other expenses where applicable. Confirm ownership and handover of the work. A defined scope makes it easier to decide whether the project is the right fit; it does not guarantee a particular marketing result.
COMMON PROJECT QUESTIONS
Before you brief it.
Can I discuss the service before I have everything ready?
Yes. Explain the goal and the information you have. The first conversation can identify missing decisions and the next useful step.
Can this be combined with another service?
It can be discussed as part of a connected brief. Each discipline and its responsibilities should still be specified in the proposal.
What does a project cost?
Pricing depends on the agreed work, production needs, complexity, and ongoing responsibilities. No fixed package price is published here.
Are performance outcomes guaranteed?
No traffic, ranking, revenue, or conversion result is guaranteed. Goals, measurements, and practical dependencies should be discussed before work begins.
KEEP EXPLORING
Related work.
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