Branding Your Business

Strategic planning is where branding begins. Before we develop that pretty ad, stunning commercial or create that perfect billboard, we put our heads together and analyze your brand, its assets, its history and its culture.

We look at your audience; we check their vitals and read their minds. Then we look at the competitive landscape. We put it all in a blinder and mix vigorously. The result: a simple, succinct, brand positioning.

Media planning is a four-step process which consists of 1) setting media objectives in light of marketing and advertising objectives, 2) developing a media strategy for implementing media objectives, 3) designing media tactics for realizing media strategy, and 4) proposing procedures for evaluating the effectiveness of the campaign.

“SCMR MEDIA has been vital in establishing our brand recognition. We have had unmatched growth sense they became our agency of record.”

Tri County Roofing

Strategic Planning

Many agencies practice tactical media planning rather than strategic media planning, and there is a subtle difference.  Tactical media planning is based on immediate tactical parameters like budgets, periods of time and immediate response metrics.

Strategic media planning is more needs-based and focused on the longer-term business objectives with latent response metrics such as brand awareness — and the correlation between brand building and response metrics for customer acquisition.

Too many brands, and as a result too many agencies, are looking at things from the perspective of a short-term campaign plan. They want to know what things are doing now rather than how they accumulate over time. The creative is intended to drive immediate action and there is no foresight given to brand building.

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