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We‘ve covered media planning in detail, but there’s another crucial aspect to consider: media buying.

Let’s get into it.

What is a Media Kit — and How to Make One That Wows [+Examples]

What is an Audience Profile? [Steps + Examples]

15 Essential Media Planning Tools [+ Free Template]

Integrated Media Planning: What It Is and How to Adopt it In Your Marketing Strategy

What is a Media Mix & The Most Effective Types [HubSpot Blog Data]

A Plain English Guide to Real Time Bidding

The Plain English Guide to Demand-Side Platforms (DSP)

A Step-by-Step Guide to Advertising on Instagram

Paid Social Media: Worth The Investment?

Media Buying 101: What It Is and How It Works [+17 Platforms to Use]

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

September special: Business Transformation PPT Templates

Make Professional Media Planning PowerPoint Presentations

• June 14, 2019
• Marketing , PowerPoint templates for download

Are you planning to leverage the media to market your goods or services? Present your marketing plan, strategies for advertising, scheduling, and more. Many organizations aim to increase brand awareness with the media.

Explore our Business Performance PPT Reports category on the website for more resources to boost your presentation impact.

They might do this to boost sales of existing products. They might also pursue media coverage to launch a new product or when entering a new market.

If you need to make creative presentations on  Media Planning   and looking for more ideas, check out these unique PPT graphics.

What should the structure be for a Media Planning Presentation?

There are many components to consider and incorporate into your media planning presentation. Which components are necessary depends largely on who your audience is. If your audience is inexperienced or needs a refresher on Media Planning then you’ll want to commit presentation time and energy to explaining terms. Look at the above-suggested outline and decide how many of the listed items would be beneficial to your audience.

Describe Your Media Planning Goals

Explain what the goals are for your Media Plan. If your team, executives, or anyone else understand what the goal is they will be better equipped to judge the success of the project after the fact. They will also be more likely to support the project if they understand the end goal.

Incorporate Your Target Audience

Who is your Media Target Group User? If you know who you hope to reach with your media campaign, share that. If there are differences between your typical customer avatar and the media users, be sure to highlight those. Focus on user demographics, habits, needs, work, and more.

Explain the Media Plan Process and Timeline

If your audience is wholly unfamiliar with media campaigns you’ll want to explain what the process looks like. For those who have experience with media campaigns, you’ll want to explain your plan for the process. Establishing the timeline will help everyone understand your expectations.

Share Different Timelines, Projects, and Goals

This is similar to explaining the timeline for your media plan, but for instances where multiple projects or teams are working toward goals. Depending on your media plan, the teams may have similar goals or different goals that complement each other. Explain them as best you can with customized graphics.

Plan the structure of your media planning presentation with care. Describe your media planning goals and incorporate your target audience so your presentation’s audience understands your intentions. Be sure to explain the process and timeline for your media plan, regardless of the number of teams or moving parts involved.

For more inspiration, subscribe to our YouTube channel:

Resource: Media Planning Presentation Diagrams

Use a visual template to ensure you follow a clear information structure and your presentation looks professional. The slide deck contains definition, purpose, and goals slides and graphics. The deck also contains sales avatar slides, templates for explaining objectives, and different types of media.

Want to see the full set to get further inspired? Click here to check out the complete slide deck:

Need more ideas or want to spice up your media planning presentation with more graphic variety? Click here to see the collection of infographic templates .

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• All templates

Media Planning Template

AI generated Pitch Deck 🤖

Marketing has never been an exact science. The moment we get comfortable doing things a certain way, some visionary pops up and disrupts everything. Visionaries always seem to ruin complacency.

For this reason, it can be difficult to stay on top of media planning, especially if we have to start from scratch for each project. With limited budgets, it's easy to see why some marketing teams are getting stretched thin. Talented employees who have spent their lives learning to design creative content and master social media platforms are now subjected to tedious tasks like putting together a slide presentation.

Of course, not all tedious tasks are created equal. There is a certain amount of copying and pasting that will always be there no matter what we do. But for creating a presentation, we could save a lot of time and money by putting in the initial work to create a template that can be easily manipulated for future presentations, or by seeking guidance from those who have already mastered the craft.

Media planning templates are a popular way to address such an issue.

To build our own media planning template

The traditional process of building a template has many benefits as well as some frustrations. Different markets have different standards, so creating a template that targets one market may not necessarily work for another. However, many forms of presentation share key elements with one another, and this is the foundation on which we begin our template.

Bahar Martonosi of Princeton University provided a presentation coincidentally named How To Give A Good Presentation . In it, we learn about the similarities of different presentation types. The types of presentations Martonosi notes are driven more towards the realm of academia, but the following provided examples show striking similarities to modern marketing presentations:

• Quick, 1 minute "what I do" talk - known in marketing as an elevator pitch
• 25-minute conference paper presentation - 20-25 minutes is a good number for many presentations
• Project presentation - pitch
• Thesis defense - still kind of a pitch
• Job talk - or job interview, or a pitch

The next step is to pull out the common factors in each presentation format. The first factor is that none of these formats will ever allow us to be as detailed as we would like. If it's our project, there's a good chance we are stressed about every part of it down to the technical details, but taking the time to focus on such things diverts attention away from our key points.

The trick to understanding how little and how much information to use goes right along with the digital marketing understanding of keywords. If someone does a Google search, they aren't going to type in long sentences when a keyword or two will get them faster and likely more accurate results. In a presentation, we want to follow that same philosophy. We want our audience to lock in on the words and ideas we want them to see.

If we decide to write full, drawn-out sentences that hog up entire slides, we're adding unnecessary information that does nothing to further the goal of the presentation.

The second common factor among presentation formats is to remember that any visual aid is only a tool; it is not the presentation. We are the presentation. What we want to project in a slide is a simple idea that can be read by the audience in seconds and expounded upon by us in a minute or two. But if they can read the entire presentation on the slides, there's no reason for us even to be there.

These factors offer great insight for anyone wanting to build their own presentation templates. Because the slides are not meant to go into detail, we can simply create templates that allude to the information we know will go in the most common forms of a presentation.

As an example, let's say we have a topic that we've narrowed down to three great keywords. After a slide to introduce ourselves and provide any necessary background information, we can start to focus on our keywords to narrow in on each specific category of our pitch. Perhaps we have a slide that is meant to display a comparison to our competition. If our competition is currently bigger than us, we want our audience to remember us regarding future projections instead of current revenues. Doing so will divert them from the competitor's previous prowess and draw their eyes towards our potential.

Visual tips for slide templates

It's true; it's not all about the words. What the audience sees around those words will have an effect on how they view the words, and ultimately how they view us as the presenters. Some visual tips we should consider for each unique presentation scenario include:

• Use color profiles and themes that fit the subject matter; clown colors only work if we're selling clown services
• Find a readable font that is not necessarily a standard font that we see every day, but also one that isn't visually distracting (no comic sans, unless your goal is to polarize the room)
• Size the slides to best fit the expected content
• Properly align any objects or symbols; use tools to create custom objects and shapes to fit presentation
• Embed websites and multimedia into presentation - rather than just showing a link, embedding the actual website or video allows us to provide the information without having to jump away from the slides
• Bring presentation on laptop - normally we would want to make sure all fonts and images are saved properly so that they can transfer easily to a different computer, but it would save everyone a few headaches if we just bring our own hardware.

Using templates from industry leaders

Wouldn't it be great if there was someone out there who already did the work for us?

As it turns out, there is, and letting someone else do it for a minimal cost could turn out to be a big saver of time, money, and sanity. Normally there would be some concern that the template we purchase is coming from some kid doing freelance work in his basement. But the demand for this service has grown enough over the years that some of the most brilliant leadership minds have put together media planning templates that we can use for our proposals.

Guy Kawasaki slides

Guy Kawasaki was the chief evangelist for Macintosh - and also the person who made "evangelist" a thing in marketing - from its very beginning. Since then, he has been highly influential in the marketing world as an author and venture capitalist. He has pitched, he has been pitched, and now he has used that knowledge to build a template that he believes can give marketers an entrepreneurial edge. All we have to do is fill in the blanks.

Kawasaki's three presentation rules are as simple as 1, 2, 3. Well, actually it's 10/20/30, but still the same idea:

• 10 slides (if necessary, maximum of 15)
• 30 point font (minimum)

Pitching 10 slides in 20 minutes may seem like it's not nearly enough to persuade anyone of anything, but Kawasaki's 10-slide template provides broad categories from which we can zone in on our keywords.

• The first slide is simply an introduction where we present our company name, company tagline, and our contact information.
• In slide 2, we want to present the problem or opportunity of which we plan to address. This can, and sometimes should be no more than a sentence or phrase.
• Next is our value proposition, which is the innovative way that we plan to address the problem or opportunity from the previous slide.
• Kawasaki refers to the 4th slide as the "underlying magic." We've already told them why our product has value, but what else can it do? This is where we take a presentation that addresses their concerns and take it to another level by exceeding their expectations. If the company needs a baseball player that can play any of the eight positions in the field, we show how our product does that in the previous. Slide 4 is when we casually reveal that our product can also pitch.
• This is the business model, otherwise known as the way our product will make money. Will we sell the product outright or as a subscription? What will we charge in either case?
• Slide 6 is how we will take our product to market. This should cover what channels we plan to use in our sales efforts.
• Next, we want to show how we compare to our competition. We don't want to overload with too much information here, but a few key areas where we provide more value will suffice.
• Slide 8 is the management team. That's us. We should make sure we have a good picture.
• This one gets a bit deeper, as it addresses financial projections and metrics. There will always be some "numbers" people in the audience, so putting this near the end not only keeps the rest of the audience engaged for most of the presentation, but also rounds out our ability to address different personalities.
• The final slide is all about showing what we've done to get to this point, and where we plan to focus our energy in the future.

The final slide works on multiple levels. It provides key information that could be critical to extending the conversation, but it also leads to a natural presentation ending. We don't want to find ourselves lingering, looking like we might have something else to say but not knowing how to end it.

John Coltrane once asked Miles Davis how he should end an improvisational solo. Miles, in his iconic raspy voice, told him , "Try taking the saxophone out of your mouth."

Enough said.

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What Is Media Planning? Essential Guide and Best Free Templates to Download

Sep 2, 2021 | Advertising , Marketing

When you plan to implement an advertising campaign, one of the most important steps is to get your media plan in top shape. These days, a well-crafted media plan can be the difference between a successful campaign or a failure.

In this guide, we are going to guide you through all you need to know to create a perfect media plan including the best free templates to get you started.

In this post

What Is Media Planning? Meaning and Definition

These days, when marketers need to do much with less, meeting their audience at the right channel and serving the ads at the right time, planning is essential to prevent wasting time, money, and efforts.

What’s in a Media Plan?

The media plan consists of the details of the media you will create. It has your budget spending and details when and where you will publish to engage and convert your audience. Some plans support a company’s global campaign while others are individual strategies to connect with followers and/or customers.

But it is not only a budget detail. The media plan displays the steps on the advertising strategy, the channels to use, the frequency of the publishing, etc. The plan allows marketers to have a view at a glance of the advertising activities that will be carried for the advertiser.

So what’s in a media plan?

Here are the key components of creating an effective media plan:

• Marketing problem: the media plan always starts with trying to solve a marketing problem.  For instance: not seeing enough conversions from their website.
• Marketing objectives and KPIs: this is what the organization wants to achieve, it can create brand awareness, increase sales or engagement. This becomes the marketing objective, in the form of measurable goals. This includes selecting what metrics you will use to track success.
• Media objectives : these are the objectives for the advertising campaign. To define the objectives the marketer needs to take into account:  the total budget, the media budget, key messages, calls to action, deliverables, timeline, specifications.
• Media strategies: these are the actual recommendations and implementation ideas of the media plan. Which channels to use, ad types, when and where to launch. This stage includes monitoring and measuring the advertising campaign effectiveness.

Figure1. How media objectives and marketing strategies interact as factors of media planning.

What Are the Top Factors That Affect Media Planning?

1. the product.

What are you going to advertise? Is it a product or service? The nature of the product influences the type of media you can use. You may want to advertise technical or software products on review pages for SaaS, for example. Social media may be a better fit for fashion and consumer products.

2. The Customers

Your audience is the most important factor. Check the demographics of potential customers, the age group, gender, income, interests, education level. Targeting the wrong crowd can be disastrous. It is critical then to learn as much as possible about the people that may buy the product or service.

3. Conversion Goals

This is a specific factor among business goals. It refers to what are your goals for that particular campaign, how many people do you expect to convert, click or make a purchase on the ad? Miscalculating the conversion goals can give you an inaccurate idea of what you expect from the campaign.

4. Frequency

This factor stems from your potential customers’ habits. You need to know when and how often they are online on the channels you want to use to reach them. Running the ad too frequently may annoy customers, running it too sparingly may fail to get their attention.

5. Is Your Goal Reach or Engagement?

Failing to answer this question can make or ruin a campaign. If the goal of your campaign is to generate brand awareness, then achieving the maximum reach should be an objective. For instance, if you are launching a new product you want everywhere to know about.

6. What Do You Consider a Successful Campaign?

You should set from the onset what is the expected outcome of the campaign. Do it in measurable terms. For instance, grow 15% of the engagement or acquire 20% more clients than last quarter. Having a measurable goal can help you make adjustments if needed.

7. What’s Your Message?

Think of what type of messaging can resonate with your target audience and drive engagement. What is the message you want to deliver with the campaign?. A good advertising campaign aligns with the core message of the company and enhances it.

8. What’s Your Budget?

This is perhaps the most complex factor. Planning a budget too tight can be a cause of expensive top-ups. On the other hand, setting a budget too high can lead to a waste of resources. Set a realistic budget that accounts for leeway so you don’t have the problem of getting overboard in the middle of the campaign.

9. What Media Are the Competitors Using?

We are not saying to copy your competitors but to keep an eye on what they are doing. Take a look at what tactics are successful. By knowing what works and what doesn’t you can focus on doing things better.

10. What’s the timeline?

How much time can you realistically dedicate to the campaign? What is the campaign timeline? The timeline needs to be precise to generate the maximum impact.

Media Planning Step by Step

1. Define Your Goals

Before any planning first, you need to know what you want to achieve with the plan. Therefore, evaluate the organization’s main goals and how the future campaign aligns with the company’s main goals and objectives.

Once you do that, you can define the media goals and objectives which are the goals for the campaign. To achieve it, the marketer needs to analyze the current marketing position, including the competitive environment so they can approach the present marketing problem.

When you have a complete analysis, then you can put these objectives into goals you can measure with key performance indicators (KPIs).

2. Who’s Your Target Audience?

Now is the time to define exactly who you are directing the campaign for. The golden rule is the more targeted the message, the better the outcome. Since different audiences react to different media, ad types, and messages. You need to consider this when creating the media plan.

Your target audience also has preferences for specific content types and platforms. That’s why it is important to market to the audience where they use to spend their time online. Without researching the target audience, the message can be too broad or scattered and it won’t be measured accurately.

Once you find your target audience, you need to gather as much information as possible. Not only the demographics but their habits, interests, and how they consume media, then define the rest of the plan around these data.

3. Consider the Budget, Frequency, and Reach

Next, it is important to determine how much and how often you will serve the ads to your audience. Marketers should take into consideration to avoid alienating the audience, serving them too many ads.

There are three main approaches to ad frequency: 

• Continuity: this refers to running an ad on a fixed schedule so the audience is constantly exposed. This approach works well with generic consumer products and awareness campaigns.
• Flighting:  this method involves running ads intermittently. This method works best with seasonal items.
• Pulsing: this is a combination of both methods. Here you run a consistent stream of ads at the most convenient times and pulse reminders at other times.

Finally, you need to define the reach of the campaign. This is determined by the size of the audience. The larger the audience, the broader the reach.

4. Select the Media Channels

At this stage, you already know who is going to consume your audience and what’s the goal for your campaign. Now you need to select which channels you are going to use to reach them.  Take into account which pricing method you will use, which platform you will sign on, etc.

5. Write the Plan

Once you have all the pieces in place, it is time to write the plan. A media plan should be specific and measurable. It should include details like the specific media channels, the number of impressions,s and development specifications.

6. Monitor, Measure, Analyze and Repeat. 

Now comes the part of executing the campaign. Analyze the measurable goals by tracking the engagement, conversions, and all the rest of the KPIs. Thus you can check what is working and what it isn’t. There should be continuous optimization in a constant loop of monitoring, measuring, and analyzing.

Benefits and Challenges of Media Planning

Challenges of media planning.

• Platform preference: brands need to reach consumers in the various channels and platforms that the target audience uses while keeping the campaign within budget.
• Too focused on the budget: campaigns that revolve too much around the budget don’t have the flexibility to allocate a bit extra to different channels that prove more successful.
• Inaccurate measurements: because of the diversity of online and offline channels, it is difficult for marketers to compare the performance of each other and detect which are the most effective.
• Not targeted at the consumer level: to be successful, a campaign needs to be able to reach at consumer level with in-depth marketing.

Benefits of media planning

• A deeper knowledge of your target audience. 
• Keep control of the budget 
• More decision-power over which platforms and channels to share your content
• Monitoring advertising efforts on a deep level

Best Free Media Planning Templates to download

1. hubspot media plan template: the best solution for budget tracking.

In our opinion, this is the best solution for budget tracking. The spreadsheet has all the macros you need to track and report your media spending.

What it lacks is space to add an overview of the previous stages of media planning, like objectives, strategies, and goals, (the plan itself), which can be easily added in another document or tab.

You can download it from here , and make your own copy via Google Sheets. While it can work in MSExcel, we recommend keeping it in Google Sheets for better performance.

2. Hootsuite social media strategy template: Best for social media strategies

This plan enables you to easily set the goals, objectives, and metrics of your social media campaign. You can use it to create and adjust social media profiles, create personas and overall have a view at a glance. You can download it with your business email from here .

3. Slidebean Media planning template: Best for presentations

This slide deck media planning template offers you the framework to create a presentation of your media planning. With slides that cover all aspects of your marketing and media plan, from detailing the problem to the campaign breakdown in an editable file. You can download the pdf version or register to use an editable version.

While it is good for presenting the media plan, this template does nothing to help you execute or track the results. You can download the template here .

4. New Old Stamp Media Plan for Advertising Template: Simplest of All

If you are just starting and don’t need much tracking and reporting, you can use this example to create your own spreadsheet and track your media plan. It is very simple and doesn’t allow for reporting, but it can be useful to jot down data for a glance.

5. AdCMO media planning template

This simple media planning template enables you to have a high-level overview of the project and the goals you want to achieve. It is another example of a simple media plan but a bit more complete, including events and other types of media. You can download the plan template here .

6. Amazon media planning template

If you are using Amazon advertising, they provide a very useful quick media plan template you can download from here .

The template is very simple, a basic checklist you can copy/paste to your own document. It will help you have a high-level view of the entire plan.

We suggest combining this template with other, more in-depth templates for a complete solution.

Is Media Planning the same as Media Buying?

Media buying is the next step after the media plan is complete. The media plan sets the framework according to which you will buy the media required to achieve the goals of the campaign.

Learn more about what is media buying in Media Buying Explained

Media buying involves evaluating and selecting all advertising options within your budget and other criteria specified in the media plan. Then, buying according to the combination of ad types and media channels will produce the best campaign results.

What Is the Point of Media Planning?

Media planning aims to detect the perfect mix of media channels that fit into a present budget to advertise a product, service, or brand. The best media plans enable organizations to meet customers on the channels they are.

A well-crafted media plan allows you to create the optimal mix of paid online and offline media that will produce the results you expect from your advertising campaign, by using data, research, and lessons learned from previous campaigns

Media Planning on Social, What’s the Difference

Social media advertising revenue is soaring. Social media advertising is the second biggest market for digital advertising according to Statista research. Today’s revenue of $138.2 billion is expected to reach $182.4 billion in 2025. The largest spending in social media advertising happens in the U.S, followed by China.

That’s why advertising on social media platforms is critical for most companies’ growth strategies these days. It includes content and ads posted on social media platforms.

The key steps of creating a social media plan for paid advertising are similar to digital ads media planning. The difference is that every social media platform is in itself an ad network and has its own requirements and pricing scheme.

Facebook enables the creation of images, video ads, carousels, and personalized shopping ads. It works as an ad network, connecting advertisers with publishers on Facebook and mobile apps.

Linkedin uses programmatic advertising to help advertisers publish on the platform according to the goal of the campaign, be it awareness, consideration, or conversion. Advertisers can set a budget and run the campaign with several options for their bidding strategy. The platform enables users to run video, static or native conversation ads.

Instagram allows advertisers to run video ads. It also enables shoppable ads with call-to-action buttons. Instagram advertising may cost from $2 to $6.7, depending on the pricing model for the bidding. CPC can go for $2/click and CPM over $6 for a thousand impressions. Since it is owned by Facebook, it allows you to build multi-platform campaigns, turning posts into ads on Facebook and Instagram.

• It uses programmatic advertising to manage the budget for the ad campaigns.
• They suggest you run the ad for 7 days to let the algorithm learn about the audience.
• They offer video ads and promoted posts.

How to craft the Perfect Media Plan for Advertising (5 Tips)

• Define the problem well: ask questions and try to find out what the marketing problem is as accurate as possible. When creating the plan, keep going back to the problem definition so you stay on track.
• Set clear goals: ensure the goals and objectives are SMART (specific, measurable, achievable, realistic, and timely).
• Invest in knowing your audience: the better you know your audience’s interests and habits, the more you can target them. The target audience should feel like an old friend you know very well how to catch their attention easily.
• Have a distinct brand personality: your brand’s voice is what makes you recognizable from your competitors. Take time to build your brand personality and message so they will be memorable and your audience can recognize it at once.
• Pay attention to the content journey: when creating the media plan, think about how consumers will get to your ad, what is the customer journey and at what stage in the funnel they are when they get there? It is not the same to create ads for the top of the funnel as for the bottom.

How to Split the Budget Between Offline Media and Online Media

All the factors we analyzed as part of your media plan will help you determine what is the best channel to communicate with your target audience. This may include allocating some of your budgets to offline channels.

Do Offline Channels Still Have an Impact?

Depending on your audience, you may have to include some offline media alternatives. For instance, if your product demographics include older generations, advertising on TV and Cable may still get the attention of viewers.

With offline channels, you have the problem that it is difficult to measure and track the impact of such advertising. Tracking direct sales after an offline marketing campaign is one of the ways to do it. Here are some indicators that your offline campaign is successful:

• You notice an increase in direct or indirect sales
• There are more inquiries to partners, direct or resellers.
• You notice your website traffic is increasing
• Surveys show better brand awareness
• More leads or better qualified

Online Channels

Online channels have the advantage of being easily accessible and tracked. Online channels have metrics that give you a quicker and better understanding of the impact of the campaign. Some of the indicators of success for offline campaigns are also useful to monitor for online channels.

For online advertising, you should look at a combination of:

Social media: This channel allows you to have maximum reach and highly targeted impact. Most platforms offer advertisers to publish ads and build a community.

Programmatic advertising: This highly targeted method of advertising, uses algorithms to find specific audiences and serve the right ads can save you a lot of time and effort. It uses real-time bidding to select the highest paying advertisers for the digital property.

PPC: Pay-per-click is a popular form of online advertising Publishers sign with an ad network and get served display ads and search ads targeted to the visitor’s intent.

Simplify your Media Planning with CodeFuel

Defining, planning, and executing your media plan can be a lot of effort and take a lot of your budget. By serving highly targeted intent-based search and display ads, CodeFuel makes sure your advertising campaign hits the target every time. Publishers can monetize digital properties by leveraging search, shopping ads, and news to enhance user experience.

Learn more about how CodeFuel can simplify your media planning by contacting us.

Ready to monetize?

Our monetization experts are happy to help.

• Our Approach
• Marketing Essentials

Media Planning: A Complete Guide for Marketers

Today’s marketers are often tasked with balancing campaign efforts across a range of different media platforms and assets. This can make it challenging to effectively track each tactic’s success and overall impact on the business’s bottom line. With a thorough media planning strategy in place, teams can more accurately and holistically monitor campaign success and make informed decisions about how to optimize performance in the future. 

Let’s take a look at some of the key considerations to keep in mind when building a media plan:

What is Media Planning?

Media planning is the process by which marketers determine how, when, and where an audience is given a selected advertising message. Media planners analyze the audiences, channels, and advertisements to determine the most efficient way to communicate a message to the intended audience.

In today’s competitive and busy marketing landscape, media planning is essential. Marketers need to serve consumers with the right message, at the right time, on the right channel in order to see engagements. Media planning is where marketers determine what these “rights” are.

Media planning is most often done by media planners at advertising agencies. Media planners must work with media buyers and the client organization to develop a strategy to maximize ROI on media spend . Media planners are required to have a firm understanding of the organization’s brand and target audience, various media platforms and developing media trends.

Media planning consists of formulating a strategy, evaluating its effectiveness, and adjusting, while buying is the execution of the strategy.

As noted, the media planner will evaluate brand and audience to determine the correct combination of messaging and media mix on which to advertise in order to reach consumers in a positive, impactful way.

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What is a media plan.

A media plan outlines which audience will be targeted, across which channels, at what time, and with which message. 

An effective media plan will result in a set of advertising opportunities that target a specific audience and fit in with the organization’s marketing budget. When establishing a media plan, factor in the following considerations:

• Who does the ad need to reach?
• What is the marketing budget?
• What are the conversion goals?
• How frequency should the message be shown?
• What is the reach (how many people will see it)?
• How do we define success?

Types of Media Planning

To create an effective media strategy for your brand, you must decide what types of media (traditional or digital) will be cost-effective and bring in sales. 

There are three main types of media that are considered when building a media plan: 

Paid media refers to advertising that is the result of paid placement from the brand. This includes pay-per-click advertising, display ads, and branded content. This is the most common way for brands to get exposure and boost sales. 

Owned Media

Owned media is content that is owned by your brand, i.e. blog posts and social media accounts. By increasing the use of the company’s owned media, you can increase your customer reach and increase brand awareness. 

Earned Media

Earned media refers to the publicity the brand gets from outlets other than their own company. For example, customer reviews, media coverage, and word-of-mouth are all forms of earned media. This form of media is valuable because it often comes directly from consumers. This feedback can also help improve the quality of the product or service you are offering. 

By weighing the cost and benefits of each platform, your company can decide what resources and forms of media will fit best into your media plan.

What are the Benefits of Media Planning?

Today’s modern marketing often requires marketers to leverage multiple forms of media, and a data-driven media plan provides marketers with centralized information across all platforms. This helps to optimize campaigns and messaging, as well as streamline the campaign review process. 

Key benefits of media planning include:

Establish Processes  

Media buying can be a complicated and time-consuming process. By getting your plans and processes in place, you can improve efficiency and save resources across the board.

Budget Tracking

Marketers have to know their budgets and a good media plan accounts for all costs and estimated ROI. 

Audience Segmentation & Analysis

So much of media planning is understanding your audience and what message will resonate with them. 

Optimization & Testing

A good media plan uses the data at hand to determine what has worked, what isn’t working, and what might work based on existing data.

Improved ROI

It’s called a plan for a reason. Media planning allows you to create an optimized campaign that delivers ROI.

What are the Objectives of Media Planning?

Media planners need to identify the combination of ads to achieve a specific result. Objectives should generally align with business goals, such as long-term growth and improving ROI. 

Media planning will often utilize a wide range of tactics to increase brand awareness, generate leads, or drive conversions to help their organizations accomplish these goals.

Media Planning vs. Media Buying

Many people confuse media planning and media buying but they aren’t the same. Media planning sets you up to buy while m edia buying is the process of purchasing ad space across various channels and platforms in coordination with the agreed-upon media plans and monitoring campaigns as they run. 

This means evaluating platform formats and rates to ensure they coincide with the plan, negotiating costs, keeping abreast of media trends, and building relationships with counterparts at various channels and platforms. 

Media buying often leverages one of the following popular strategies:

• Manual bidding
• Direct buys
• Programmatic buys
• Real-time bidding

Challenges of Media Planning

Media planning can be challenging because there are so many contributing factors that must be accounted for, and because many believe that media planning strategies and processes have not modernized along with marketing.

Challenges include but are not limited to:

Consumer-Level Targeting

The media plan must understand consumers at a granular level to determine what types of messages resonate with them, requiring in-depth marketing analytics and an omnichannel measurement solution

Platform Preference

Brands must also know the various channels and platforms that target audience members engage with and when. This will allow you to effectively choose media on which to run campaigns. All of this must be done with budget and media spend in mind.

Heavy Budget Focus

Media planning continues to revolve around budget rather than customer engagement. Unfortunately, there is limited flexibility when it comes to a budget, preventing marketers from course correcting as campaigns run and new insights are discovered. Modern media planning requires the flexibility to allocate budget to different channels if they prove to be more successful.

Integrating Measurements

Because there are so many online and offline channels, it has become infinitely more difficult for marketers to measure the success of these campaigns alongside each other to determine which are most effective and which should be updated.

Today, media planning has to adapt to focus on the consumer experience using flexible budgets and real-time, unified measurements that allow for media plan optimizations in-campaign.

How to Write a Media Plan (4 Steps to Follow)

Creating a media plan is a detailed process that requires planners to consider the needs of target consumers as well as the goals of the business. 

Here are the essential steps and considerations marketers must make when creating a media plan.

Step 1. Determine Media Goals and Objectives

It might be easy to assume that the goal is to drive conversions or engagement; however, that would oversimplify this step. Goals may vary by department, or there might be multiple objectives for one campaign. The sales team may be targeting increased revenue while the marketing objectives might be to increase brand awareness . Knowing the main goal of the campaign will determine how it runs, as well as messaging.

Once clear goals are established, media planners must conduct research into market trends and the competitive landscape. This research will offer visibility into where similar brands and goals have achieved success in the past, informing planning decisions. For example, if a brand has long relied on email campaigns but research reveals that competitors have had greater success with native ads, it may be time to shift the plan.

Of course, when determining goals and setting objectives, media plans must factor in budgets. Avoid assigning strict dollar amounts to specific channels. A flexible approach to your marketing budget will allow for optimizations to be made as campaigns run.

Step 2. Determine Target Audience

Marketing today is driven by creating positive customer experiences . When developing messaging and selecting where to display those messages across the media mix, marketers need to focus on specific audience needs.

• First, examine which segment of the overall audience you are trying to engage. 

• Look at attribution measurements and engagement analytics to understand the types of ads users engage with, which creative is most effective, and importantly, which channels these consumers use. 

• While marketers often utilize demographic information such as age, location , general interests, etc., be sure to incorporate person-level data gathered through a unified measurement approach to get the most tailored results.  

Step 3. Consider Frequency & Reach

Another key component of a media plan is reach and frequency. 

• Reach refers to how many people the campaign will be in front of over a specific amount of time.

• Frequency refers to how many times the consumer will be exposed to the ad over the course of the campaign.  

There are a few popular approaches that marketers take when selecting frequency.

Continuity : Ads will run on a consistent schedule over the course of the campaign: for example, two ads per week. The continuity strategy is often used for goods that are not seasonal and require regular reinforcement to stay top of mind.

Flighting : “Flights” refer to internment or alternating periods of advertisements followed by pauses in advertising on the channel altogether. Flighting works well for seasonal products or for those with less ad budget. For example, when there is a pause in a flighted television campaign, marketers may choose to run print ads instead.

Pulsing : A combination of flighting and continuity. Pulsed campaigns will incorporate low-intensity consistent advertising that is augmented by flights of higher-intensity ads during times when additional messaging can have a high impact. 

Step 4: Analyze and Optimize Campaign Performance

One of the most important steps to building a media planning strategy is to continuously monitor, track, and analyze performance. Marketing campaigns are not “set-it-and-forget-it,” instead, they require ongoing management to drive maximum ROI. This hands-on approach allows teams to identify opportunities to optimize performance in real-time based on what is or isn’t working for each campaign.

Selecting the Right Media Channels

There are a variety of online and offline channels for marketers to choose from. We must use the information gathered in the research and goal-setting phases to determine which channels will drive success.

Here are some of the most popular forms of media that marketers choose when media planning, along with their attributes.

Offline Media

Magazines have a long shelf life and often stay in a consumer’s possession for two to four weeks after being read. Information in this medium tends to be retained longer, since people read faster than they can listen. Research has shown there is a higher amount of trust in magazine ads than in other forms of media ( 60 percent of readers trusted the advertisements they saw in magazines).

Consumers are also less resistant to these kinds of advertisements, as these often tie in with their interests. Publications tend to be very targeted (e.g., running magazines or cooking magazines). They reach a secondary audience in addition to the target audience, since they are passed along to family and friends.

Advertising with local newspapers is a great way to ensure a brand’s message stays local. When selecting this medium, marketers can choose which section of the newspaper ads are placed for further targeting. If you want to target those interested in fashion, you can select the Style section of the newspaper. Additionally, newspaper readers are more likely to have higher education and 7 out of 10 of households earning above $100,000 read the newspaper. This can be important when selecting ad space based on demographics. 

Radio ads have a local appeal, allowing you to target specific areas or regions of the country. It is also an easy medium to build frequency with your target audience, and is considered a lower-cost medium. According to research, exposure to a radio ad and time to purchase is the shortest of any medium. Additionally, when paired with other forms of media, the overall campaigns were more effective .

TV & Cable

TV and cable are highly visual and can demonstrate products in everyday life. For example, if you sell a cleaning product, consumers can see the benefits of the product and how they can be applied in their home. This medium is of course very prevalent, as the average American watches approximately five hours of television a day.

Out of Home

Media such as billboards are large and get attention. In a busy area, your message can reach 10,000 people in a month. Out of home isn’t limited by billboards, only your creativity is. Out-of-home is also an extremely mobile option. (e.g., using displays to advertise luggage at an airport).

Online Media

Digital publications.

Many digital publications have opportunities for you to email their database through a personalized email or newsletter. They can track open rates and understand conversion rates to your site or asset. These are often specialized publications, making it easy to reach your target audience, and are great tools for lead generation campaigns.

Advertisers can capitalize on search intent. Advertisers can retarget people who have visited their site. PPC is an extremely cost-effective medium.

Social Media

Like PPC, social media is an extremely cost-effective medium. It is also extremely targeted, allowing marketers to target by interests, age, marriage status, etc. Social platforms are constructed on a basis of community, which allows your brand to connect more personally with consumers. It also gives your brand the chance for content to go viral.

Programmatic Advertising

Programmatic advertising is extremely targeted, using an algorithm to find and target specific audiences across digital platforms. When looking into this, there are two methods to consider:

Programmatic Bidding - uses demand side platforms to buy ads on the digital market based on target audience.

Real-Time Bidding - allows advertisers to bid on impressions to their target audience. If their bid wins, the ad is displayed right away.

Tips for Building a Media Planning Strategy

As marketers begin to strategize new media plans, keep these ideas in mind:

Select outlets and times that will best reach your target audience. For example, buying ad space during a live televised event (such as a sports game) ensures that viewers will be watching the program live and not fast forwarding through the commercials.

Establish Clear Goals

Is this a branding campaign or are you looking to generate leads? How many people are you looking to reach?

How do you encourage people to talk about your brand? Make sure your ad has a clear direction on what would resonate with this target audience based on demographics and viewership. Additionally, make sure you have a way to test the effectiveness of your ad.

Attribution Models

Make sure that your team is using a marketing attribution model that can effectively track offline and online media. Using the right attribution model can ensure your team is making choices that make sense when planning media.

Media Planning and Marketing

Since the pandemic began, more customers have started shopping in an online space. 77 percent of online “window” shoppers make impulse purchases. Since this number is only expected to grow, it is important to have an effective media strategy . This means separating your budget appropriately between print, digital, video, and broadcast ads. 

To ensure that your brand is saving money and delivering content to the correct audience, it would be wise to know the costs and importance of using each form of advertising. From here, your company can delegate the correct amount of resources to each campaign to increase website traffic and brand awareness.

Getting Started with Media Planning

With a comprehensive media planning strategy, organizations can make more data-driven decisions about how to improve marketing ROI and drive conversions. Today, many teams are leveraging tools that allow them to make smarter, faster, and more accurate media planning choices. 

With Marketing Evolution’s Scenario Planner , organizations can strategically build out their annual media strategy and plan, and even run “what if” scenarios that allow them to modify key campaign factors without impacting active initiatives. This enables teams to truly optimize their media mix while simultaneously cutting down on ad waste.

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Social Media Presentation

Used 4,963 times

Present your social media strategy with this free social media presentation template that you can customize and use for free.

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Prepared by: ​ [Sender.FirstName] ​ [Sender.LastName] ​ [Sender.Email] ​

Social Media presentation

​ [Sender.FirstName] ​ [Sender.LastName] ​ [Sender.Company] ​

Table of Content

SOCIAL MEDIA RESEARCH

TARGET AUDIENCE

MESSAGE

SOCIAL MEDIA OBJECTIVES

GOALS AND KPIS

TIMELINE

SUCCESS METRICS

SOCIAL MEDIA PLATFORMS

ACTIVITY FREQUENCY

SOCIAL MEDIA CAMPAIGNS

SOCIAL MEDIA PLAN

CONTENT ASSETS

USER GENERATED CAMPAIGNS

BRAND KEYWORDS AND HASHTAGS

Social Media Research

SOCIAL MEDIA RESEARCH WILL HELP YOU IDENTIFY WHICH TYPES OF CONTENT YOU SHOULD POST, HOW OFTEN TO POST, AND THE IDEAL POSTING TIMES BASED ON YOUR TARGET AUDIENCE.

Social Media Research

Target Audience

Target Audience

CRITERIA FOR YOUR TARGET AUDIENCE:

State the target audience and demographic you hope to reach through your social media efforts.

POSITION / INCOME

​(50 WORDS)

CAREER / LIFE GOALS

Description

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vehicula lectus nec lectus auctor, iaculis commodo nulla efficitur. Donec dignissim felis eros, eu iaculis felis molestie porta. Integer in dapibus ante, sit amet elementum risus. Curabitur non blandit justo, id facilisis neque. Morbi elementum molestie sapien. Maecenas vitae arcu ut.

OUTLINE THE KEY MESSAGING THEMES YOU WANT IDEAL CUSTOMERS (AND THE REST OF THE WORLD) TO RECEIVE WHEN THEY ENGAGE WITH YOUR BRAND ON SOCIAL MEDIA PLATFORMS.

Social Media Objectives

OBJECTIVE EXAMPLES:

State the key objectives that you hope to achieve through your social media efforts.

INCREASE FOLLOWER COUNT ON FACEBOOK PAGE TO X

GENERATE MORE LEADS FOR X PRODUCT OR Y SERVICE

BUILD AUTHORITY IN X NICHE FOR THE PURPOSE OF Y BUSINESS GOAL

Goals and KPIs

KPIS TO INCLUDE IN YOUR SOCIAL MEDIA GOALS SLIDE:

List your key social media goals and the KPIs (key performance indicator metrics) you'll use to track your progress.

BUILD BRAND LOYALTY

GENERATE EXPANSION REVENUE

INCREASE AUTHORITY

ARPA and LTV

# of likes and comments + follower growth

INITIATIVE EXAMPLES:

List core initiatives for your social strategy and the implementation timeframe for each one.

DAILY TIPS ON HOW TO USE THE PRODUCT BETTER

CUSTOMER COMPETITION WITH PRIZES

FREE WEBINAR

HOLIDAY PROMOTIONS

Success Metrics

EXAMPLE SUCCESS METRICS:

ENGAGEMENT:

IMPRESSIONS:

CONVERSIONS:

Social Media Platforms

List the social media platforms that you will be posting content on.

Activity Frequency

State the posting frequency for each of your key platforms.

LINKEDIN WEEKLY POSTING SCHEDULE

FACEBOOK MWF POSTING SCHEDULE

TWITTER DAILY POSTING SCHEDULE

YOUTUBE MONTHLY POSTING SCHEDULE

TIKTOK WEEKLY POSTING SCHEDULE

Social Media Campaigns

SOCIAL MEDIA CAMPAIGN EXAMPLES:

TIPS AND GUIDES

USER-GENERATED CONTENT

POLLS AND GIVEAWAYS

Social Media Plan

Add a table slide that will summarize your goals, the initiatives that will accomplish them, and the implementation timeline.

TO DO LIST:

reach 5,000 Facebook followers

increase conversion rate on social media platforms

generate more revenue with holiday sales

post three times a week on company Facebook page

update company account bio and about us copy

promote sales through Facebook ads

Content Assets

ASSET EXAMPLES:

List the content assets that you can leverage for your social media campaign.

INFOGRAPHICS

DOWNLOADABLE CHECKLISTS

PRE-RECORDED GUIDE AND REVIEW VIDEOS

User Generated Campaigns

List upcoming campaigns that will leverage user-generated content such as reviews or contest submissions.

CAMPAIGN #1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vehicula lectus nec lectus auctor, iaculis.

CAMPAIGN #2

CAMPAIGN #3

CAMPAIGN #4

Brand Keywords and Hashtags

List your most popular brand keywords and hashtags that will extend campaign reach.

BRAND KEYWORD #1

BRAND HASHTAG #1

BRAND HASHTAG #2

BRAND KEYWORD #2

EXPENSES TO CONSIDER INCLUDING IN YOUR BUDGET:

List the key expenses that make up the majority of your total social media budget.

Freelance social media manager

Facebook ads

Buffer scheduling software

$10,000/MONTH

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Social Media Strategy Presentation

Your social media strategy has many moving parts: background research, campaign goals, task lists, deliverables, and more. That’s why your social media strategy presentation has to be comprehensive, organized, and easy to understand.

A customizable, intuitive social media strategy deck template can relieve some of the stress of building your own presentation, allowing you to focus on sharing important information with your social media team. 

Use a social media strategy presentation template to:

• Present research, goals, and strategies to executives
• Keep social media team members informed
• Check in on social media campaign progress and deliverables

Create a stunning Social Media Strategy Presentation

Every slide in your social media strategy presentation template fills an important role, so choose them carefully. While putting together your social media strategy deck slides, think about adding graphs, comparison charts, timelines, or a SWOT analysis to make your points visually. Some potential slides to include are:

Pro tips for your Social Media Strategy Deck Template

Consider these tips when creating your social media strategy deck.

A good rule of thumb for your social media presentation: provide an overview before diving into the details. This kind of structure may help your slides connect and flow naturally.

Charts, graphs, timelines, diagrams, and other graphics can transform your social media strategy presentation into a memorable, meaningful one.

Think about including pauses or breaks for Q&A into your social media strategy presentation.

Limit one idea or one topic to one slide. Overcrowding each slide makes it harder for your audience to absorb and remember the information, as well as execute on it.

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Media planning briefing powerpoint presentation slides

Apt media planning is an opportunity for a corporate house to gain public attention and create buzz in the market. Therefore, to hone up media briefing skills of your employees here we have come up with a complete set of pre designed good PPT example. Public relation managers or marketing experts can download this PPT sample to emphasize significant features of media planning and briefing. Highlight of our PowerPoint show is that to meticulously address each aspect we have incorporated PowerPoint templates like communication strategy, audience research, media objectives, target audience, media budget etc. In short, with this complete presentation deck you can share insights of briefing to prepare your employees for the big occasion. Apparently giving prior guidance with engaging colorful visuals ensures smooth briefing show so as to maintain firm relation with media agencies.

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PowerPoint presentation slides

All in all, 54 high resolution PPT templates covering all aspects of media briefing. Ample space for highlighting titles and slide description. Easy option to edit presentation background, color, layout or text. Creative vibrant color PPT graphics illustrating various concepts. Hassle free downloading. Compatible with all software’s. Flexible option for conversion in PDF or JPG formats.

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• Themes , Communication , Marketing , Social Media , Business Slides , Complete Decks , All Decks , Communication Process , Strategic Planning , Strategic Management , General
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Content of this Powerpoint Presentation

Slide 1 : This slide introduces Media Planning Briefing. State your company name here and get started. Slide 2 : This slide presents Agenda to discuss and present solutions accordingly. State your agendas here. Slide 3 : This slide captures Our Mission along with visions and goals of the company. Slide 4 : This slide introduces Our Team with name, designation and text boxes. Slide 5 : This is an About Us slide to present information about name, designation etc. Slide 6 : This is About The Product slide to give a product intro. Give a brief introduction of your product here. Slide 7 : This slide showcases Communication Strategy to be implemented. Slide 8 : This is an Aundience Research slide with imagery. You can alter as per need. Slide 9 : This slide displays Key Timelines and Deadlines to be met. It also highlights important milestones, growth prospects etc. Slide 10 : This is Media Objectives slide showcasing- Values, Communication, Satisfaction, Product, Engage. Slide 11 : This is another Media Objectives slide represented with a venn diagram. Slide 12 : This slide showcases TARGET AUDIENCE using human and target imagery. Slide 13 : This is Spending Direction Consideration slide showcasing Net optimism (increase Minus Decrease). Slide 14 : This slide states Communication Goals with creative icons and imagery to be used as per need. Slide 15 : This is another Communication Goals slide which include- Spread The Word, Inspire, Engage, Connect, Nurture. Slide 16 : This slide presents Creative Direction Considerations wih text boxes to be filled as per requirement. Slide 17 : This slide showcases Marketing Strategy in a circular format with icons and text boxes. Slide 18 : This is another Marketing Strategy slide. Slide 19 : This slide showcases Media Budget with text boxes. Slide 20 : This slide provides an insight about Media KPI Developement involving- Buyer’s Journey, KPIs, Sales and Marketing Process. Slide 21 : This is a Media Mix Optimization slide with text boxes and respective icons. Slide 22 : This slide presents Optimizing Media Budget mentioning both offline and online modes. Slide 23 : This slide showcases Geographical Segmentation on a world map image. Slide 24 : This slide showcases Target Group Segmentation involving Primary & Secondary Target Group Slide 25 : This slide presents Sales Cycle And Seasonal Insight in a funnel form. Slide 26 : This is another Sales Cycle And Seasonal Insight slide with years. Slide 27 : This slide states Core Strategic Audience which include- Purchase, During Visit, Pre Visit, Post visit, Post Purchase. Slide 28 : This is another slide stating Core Strategic Audience in a circular format with respect to the following parameters- Demographic, Socialgraphic, Behavioral, Geographic, Psychographic. Slide 29 : This is another slide showcasing Core Strategic Audience. Slide 30 : This slide showcases Setting Campaign Metrics for product advertising. Slide 31 : This slide presents Campaign Performance through a bar graph and funnel. Slide 32 : This slide showcases Agency Performance with a matrix and Industry Snapshot as its central criteria Slide 33 : This slide showcases Media Kpis Performance Evaluation with an inverted pyramid image. Slide 34 : This is another Agency Performance slide presented in a circular format. Slide 35 : This slide showcases Target With Arrow imagery and text boxes to go with. Slide 36 : This is Compare Infographic slide in donut chart form. Slide 37 : This slide showcases Financial aspects with a bar graph. Slide 38 : This is Business Quotes slide for motivation and inspiration. State them here. You can also change/ alter them as per need. Slide 39 : This slide showcases Segmentation to be adapted as per need. Slide 40 : This slide showcases New Market Location on a map image. Slide 41 : This slide presents a Timeline highlighting growth, milestones etc. Slide 42 : This slide presents Computer Screen With Sticky Notes to pin and post important information, guidelines etc. Slide 43 : This slide presents Newspaper Layouts to highlight information, news etc. Slide 44 : This is Target Board With Three Dart image slide. State your targets etc. here. Slide 45 : This slide showcases Business Circle With Icon and text boxes to go with. You can add/ remove text as per need. Slide 46 : This slide showcases Venn Diagam For Globe Business. You can edit/ modify on the basis your requirement. Slide 47 : This slide presents Data Process Flow For Marketing in a lego box format. Slide 48 : This slide states Three Level Of Business Organization Management in a silhoutte hierarchy form. Slide 49 : This slide showcases Three Staged Organizational Chat With Designation and name. Slide 50 : This slide presents Business Infographic with bulb imagery and text boxes. Slide 51 : This slide showcases Alternatives Evaluation with magnifying glass imagery. Slide 52 : This is a Bar Graph image slide to show product/entity comparison, information etc. Slide 53 : This is a Funnel image slide to showcase funneling aspects, information etc. here. Slide 54 : This is a Thank You slide to mark an end to the presentation.

Media planning briefing powerpoint presentation slides with all 54 slides:

Have you noticed that ninety nine percent of all presentations only succeed to send their audience to sleep? Well our Media Planning Briefing Complete Powerpoint Deck With Slides are bound to help you have an engaging and interactive session with your audience.

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How to Create a Social Media Plan: The Complete Guide + Templates

Written by: Raja Mandal

If you've been wondering how to create a social media plan and have been searching high and low on the internet, your search ends here.

Social media is one of the most effective ways to reach your target audience. According to a recent study by HubSpot, 77% of marketers say social media marketing has been somewhat to very effective for their company in 2022.

But including social media in your marketing plan can also be overwhelming. How do you know what type of content to post, who to engage with and when? A social media plan helps you organize your strategy so that it's easy to implement and measure.

This guide will walk through the steps for creating a successful social media plan.

Table of Contents

What is a social media plan, what to include in a social media plan, how to create a successful social media plan.

A social media plan is a document that defines the goals, strategies and action items for your social media marketing efforts. It provides a framework for making decisions about how and when to use each network, which can be helpful if you're just starting with social media or your company wants to revamp its strategy.

Social media plans help businesses understand what they're trying to achieve with their online presence, how they will do it and how they will measure their success. Without one, businesses can easily make mistakes that cost them time or money while not having enough information about their audience or potential customers.

Simply put, a good social media plan helps companies set goals, identify audiences and create content to improve their social media presence.

Before we dive into the specifics, it's important to remember that a social media plan is just that: a plan. It doesn't have to be set in stone; rather, it should be a flexible document outlining your business's social media strategy. The plan should include the following:

Executive Summary

The executive summary is a short overview of your plan and should be one-page maximum. It should include the following:

• Brief description of your business and its social media goals
• Timeline for implementation (if applicable)
• Detailed information on what you plan to do with each platform

Current Social Media Presence

Before you create or update your social media plan, it’s important to identify the current state of your business's social media presence. Do a social media audit and include the following:

• A list of all the platforms you're currently using and their purposes
• The number of followers/following for each platform (if applicable)
• An evaluation of whether or not your current strategy is working and what could be improved in the future

Competitor Benchmarks

This section outlines the competitive landscape of your industry and how it relates to social media. It should include the following:

• A list of your competitors with their current social media presence
• An analysis of how each platform is used by them, including strengths and weaknesses compared to your own strategy
• A list of any gaps in the market that you can take advantage of and any opportunities to collaborate with other companies within your industry

Target Audience

Include your target audience, how they use social media and each platform's demographics. Additionally, you can consider the following:

• A list of your audience's interests, age range and location
• An analysis of how these factors affect their behavior on each platform
• Examples of content that resonates with them and why this is so

Goals and Objectives

Your social media plan heavily relies on your social media goals and objectives. Consider the following to ensure a flawless social media plan:

• A list of goals for each platform, including specific metrics that will be used to measure success
• How these goals will help you achieve your business objectives and why they are essential
• The level of effort required to achieve these goals (both in terms of time, money and other resources)
• A list of resources available to assist with this process and any other factors that may impact it

Social Media Tactics

Once you have established your goals and objectives, it is time to create a list of social media tactics to help you achieve them. These should include the following:

• How often will each platform be updated (and by whom)?
• Which content types are appropriate for each platform?
• The tone, style and voice of the content.

Now that you've decided to craft a social media plan for your company, the next step is creating the actual plan. While there are no hard and fast rules when it comes to creating your strategy, there are some best practices that you can follow.

Follow these simple yet effective steps to create a social media plan for your business.

1. Do a Social Media Audit

The first step in creating a social media plan is to do a social media audit of your existing channels. This will give you an idea about what's working, what isn't and how to improve the things that are falling flat.

What is a Social Media Audit?

A social media audit is an overview of all the activities and campaigns you have been running on various networks—including posts, comments and replies, ads, and any other interactions with followers (like likes/shares). It will also include information about each channel's demographics: who's following them, where they're located, etc.

2. Know Your Target Audience

You should know your target audience. If you don't, how can you expect to connect with them on social media? Several things need to be considered when deciding who your audience is:

Demographics: Age, gender, race, marital status and income are all critical in determining the makeup of an audience.

Psychographics: In addition to demographics, psychographics also help define an audience by focusing on interests and opinions rather than other factors such as age or gender. For example, a person may have specific political views that distinguish him from most other people his age (or vice versa).

Interests: Knowing what types of content interest your target audience allows you to create more appealing posts — it's easy to share something if it resonates with them!

According to a survey by ITSMA, 90% of companies that use buyer personas understand their customers better than their competitors. Therefore, it would be better to create a buyer persona to make this process easier.

Here are 20 customer persona templates from Visme that you can customize to create your own.

Watch this video below to learn more about creating a persona.

3. Set S.M.A.R.T Goals

Setting SMART goals (specific, measurable, achievable, relevant, and time-bound) is the most efficient way to reach your goals. For example: "I will increase Instagram followers by 100 within 30 days." This goal is specific because it names an exact number (100) and a timeframe (30 days). It's measurable because it assigns a metric (the number of followers) and benchmarks for improvement (increased by 100).

It's achievable because your company already has followers and increasing their numbers by 100 seems like an attainable goal for someone with your level of expertise. And finally, it's time-bound; if you don't hit that target by the next 30 days, then we're going home!

Read this article about creating S.M.A.R.T. goals and using the S.M.A.R.T. goal template below to create goals and never fail to achieve them again.

4. Identify KPIs to Monitor Your Progress

You've set some SMART goals for yourself or your team members' social media accounts or profiles. But what about key performance indicators? These metrics help measure how much progress has been made toward meeting those objectives regularly and can be applied across multiple platforms.

With so many social media metrics available, it takes time to know which ones are most important for your business.

The key is to choose KPIs that align with your objectives, goals, and what you want to measure. This will help you determine whether or not you are progressing toward those goals.

Here are some of the most common KPIs:

• Social media followers and reach
• Engagement rate (likes, comments and shares)
• Brand awareness and brand equity
• Sales and lead generation
• Customer service satisfaction
• Cost per lead and R.O.I.

Made with Visme Infographic Maker

5. Choose the Right Social Media Channels

As of 2022, there are over 4.5 billion social media users worldwide, equivalent to 58% of the current world population. But this doesn't mean every social media platform will work for you.

Social media is all about engagement. So you must choose channels where your audience spends their time. For example, if your business caters to millennials, you must be on Facebook and Instagram. If your target market includes women over 35, Pinterest might be a good channel for you.

To choose the right social media platform for your business, you’ll have to find answers to these questions:

• Where does your audience hang out online?
• Do they prefer Facebook or Instagram, or Twitter?
• What type of content do they prefer the most?

Here is an infographic template that you can use to compare the different social media platforms and choose the perfect one for your business.

Define Your Brand Voice

Sharing information with your audience is one of the primary purposes of using social media. You must ensure that your posts are relevant and exciting if you want people to engage with them. This means you must define your brand voice before creating any content for your social channels.

You can start by defining what kind of content you want to share on social media. For instance, if you're a B2B company, you might want to focus on providing educational content or industry news relevant to your audience. If you sell products online, you can share some tutorials or product reviews to help customers make informed buying decisions.

Here is an infographic that will help you find your brand voice.

Create Engaging Content

Now that you know your target audience, goals, social media channels and brand voice, it's time to create content that attracts and engages your audience.

In the world of social media, there is a lot of noise. The average person is exposed to more than 4,000 ads each day on social media. For your brand to stand out in that crowd, you must ensure your social media content is on point.

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Here are some types of content that you can create for your social media:

Videos are a great way to engage your audience on social media. A study by HubSpot shows that 54% of consumers want to see more videos from a brand they follow on social media. They're fun, visual, and easy to share—which is why they're such a popular choice for consumers and online marketers.

You can make videos in a variety of ways:

Micro Videos: Micro videos are short, snappy videos that are usually no longer than 30 seconds. These videos are ideal for social media because they can be shared easily and quickly. If you want to create micro videos, Visme can help you create explainer videos , product videos , promo videos , YouTube video ads and many others.

Check out Visme's broad collection of video templates and edit them using the free online video maker to fit your needs.

YouTube Shorts: Similar to micro videos, shorts have more room to tell a story or explain something complex. They can also be longer than 30 seconds—but they should still be short enough that people won't get bored watching them!

Here is an example of a YouTube short from Visme that explains top design tips to improve your social media graphics.

TikTok: This platform lets you create and share short video clips in real-time with friends like Snapchat did before it was sold to Facebook. The app is viral among teens and young adults, so if you want to reach that audience, TikTok might be worth checking out!

@vismeapp This e-book hack is going to change your life! Adding a flipbook makes your documents :sparkles:POP:sparkles: and makes you stand out from the crowd. :computer: #ebooks #flipbook #presentationtips #leadmagnetideas ♬ original sound - 🙂

YouTube Videos: With over 2 billion active users , YouTube is the most popular video-sharing platform worldwide. YouTube lets you upload video content, including product reviews, tutorials on how to use specific products/services offered by your business, customer interviews, behind-the-scenes footage from events hosted by your team members/employees, and many others.

Watch this video to learn more about creating social media videos.

Infographics can be a fantastic way to combine text and images to convey your message. They're easily shareable and engaging and help people understand complex concepts in an easily digestible way. An infographic could be the perfect solution if you have a difficult concept to explain to your audience.

Visme offers thousands of infographic templates in various categories such as statistical, informational, comparison and more that you can use. Choose your favorite infographic template from the vast library and customize it using Visme's free online infographic maker to share with your audience.

Here is how you can create an infographic in minutes using Visme.

Images are what people see first before they read your content. So use engaging and eye-catching images that relate to your content. A picture of a popular travel destination would be relevant and exciting if you're posting about how to save money while traveling.

Visme has a rich library of social media graphics to level up your social media strategy. Simply pick your preferred template, tweak a few elements and boom your graphics is ready to go live.

The best part? With just a few clicks, you can publish your content directly to your social media channels from Visme's editor.

Social Media Templates

Trick or Treat Facebook Post

Spooky Halloween - Facebook Post

Happy Halloween - Facebook Post

Spooky Halloween Day - Facebook Post

Halloween Party - Facebook Post

Thanksgiving Thank You Facebook Post

Create your social media graphic View more templates

Read our detailed guide about the 10 types of social media content you can use to improve your social media game. Watch the video below to learn more about it.

Visme offers a wide range of social media graphic templates you can easily customize. With these templates, you can create your own Facebook Ads , Facebook Posts , LinkedIn Headers , YouTubeThumbnails , Instagram Stories and almost every type of content you need to run your social media campaigns effectively.

Watch the video below to learn how it works.

8. Create a Social Media Content Calendar

A content calendar helps you stay organized and on track to avoid posting at the wrong time or forgetting to post altogether. It keeps all your posts in one place so you don't have to search for them when it's time to post. Also, it lets you see what types of posts are popular with your audience, which helps you create more engaging content for them.

But how do you create a social media content calendar?

There are many different ways to create a social media content calendar. Some people prefer using spreadsheets or Google Docs, while others like using advanced apps such as Visme's Social Media Scheduler . The key is finding a system that works best for you and then sticking with it!

With Visme, you can create your social media content and use the social media scheduler to automate your posts. Here is a detailed guide to creating a social media calendar in Visme.

9. Create an Engagement Strategy

You need to start engaging with your audience to build a loyal audience and increase your brand awareness . The key to engaging with your customers on social media is to listen to what they have to say, respond in a timely fashion and be helpful.

Here are some tips for creating a social media engagement strategy:

Engage with Your Audience in Comments

If you have an active community on social media, then you're probably already doing this. But if not, then it's time to get started! Make sure whenever someone posts something on your Facebook page or Twitter feed, they get a response from the company itself.

This can be as simple as thanking them for their comment or sharing their story. If one person starts a conversation, others will join in — and soon, you'll have a lively discussion going on about your brand!

Provide Excellent Customer Support

If people are talking about your brand online, there's no better way to encourage them than by providing customer support through social media channels. Users have a place to ask questions directly about products or services without waiting for an email response from customer service reps.

The more you can do to connect with your audience and provide a way for them to get in touch with you, the better. This will keep them engaged with your brand and help you build strong brand loyalty .

10. Track Performance and Make Adjustments

We've already discussed the KPIs you should track to monitor your social media performance. Once you have tracked your performance, it's time to make adjustments based on what worked and didn't. If there are specific posts that drive more traffic than others, then you need to continue posting those types of content.

If a particular post receives a lot of negative feedback from followers, you should avoid posting that type of content in the future. Consider changing platforms or deleting one if it isn't performing well for you.

With Visme's collaboration features , your team can create and publish content on social media directly from the Visme app. So, collaborate with your team to make changes in your social media plan, adjust the calendar and even work on a design project together.

Watch the video below to learn more about this amazing feature.

Create Your Next Social Media Plan with Visme

Social media is a powerful tool. The key to using it effectively is creating an effective social media plan. You can use this guide as a template to get started on your plan.

But remember that there are no hard-and-fast rules when it comes to social media. The best thing you can do is experiment with different formats and see what works best for your brand!

Now you know that Visme can be a great help in every step of the process of creating your social media plan. Sign up for Visme's all-in-one design tool and social media scheduler to get started with your social media plan.

Create an effective social media plan with Visme

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About the Author

Raja Antony Mandal is a Content Writer at Visme. He can quickly adapt to different writing styles, possess strong research skills, and know SEO fundamentals. Raja wants to share valuable information with his audience by telling captivating stories in his articles. He wants to travel and party a lot on the weekends, but his guitar, drum set, and volleyball court don’t let him.

The University of Chicago The Law School

Abrams environmental law clinic—significant achievements for 2023-24, protecting our great lakes, rivers, and shorelines.

The Abrams Clinic represents Friends of the Chicago River and the Sierra Club in their efforts to hold Trump Tower in downtown Chicago accountable for withdrawing water illegally from the Chicago River. To cool the building, Trump Tower draws water at high volumes, similar to industrial factories or power plants, but Trump Tower operated for more than a decade without ever conducting the legally required studies to determine the impact of those operations on aquatic life or without installing sufficient equipment to protect aquatic life consistent with federal regulations. After the Clinic sent a notice of intent to sue Trump Tower, the State of Illinois filed its own case in the summer of 2018, and the Clinic moved successfully to intervene in that case. In 2023-24, motions practice and discovery continued. Working with co-counsel at Northwestern University’s Pritzker Law School’s Environmental Advocacy Center, the Clinic moved to amend its complaint to include Trump Tower’s systematic underreporting each month of the volume of water that it intakes from and discharges to the Chicago River. The Clinic and co-counsel addressed Trump Tower’s motion to dismiss some of our clients’ claims, and we filed a motion for summary judgment on our claim that Trump Tower has committed a public nuisance. We also worked closely with our expert, Dr. Peter Henderson, on a supplemental disclosure and on defending an additional deposition of him. In summer 2024, the Clinic is defending its motion for summary judgment and challenging Trump Tower’s own motion for summary judgment. The Clinic is also preparing for trial, which could take place as early as fall 2024.

Since 2016, the Abrams Clinic has worked with the Chicago chapter of the Surfrider Foundation to protect water quality along the Lake Michigan shoreline in northwest Indiana, where its members surf. In April 2017, the U. S. Steel plant in Portage, Indiana, spilled approximately 300 pounds of hexavalent chromium into Lake Michigan. In January 2018, the Abrams Clinic filed a suit on behalf of Surfrider against U. S. Steel, alleging multiple violations of U. S. Steel’s discharge permits; the City of Chicago filed suit shortly after. When the US government and the State of Indiana filed their own, separate case, the Clinic filed extensive comments on the proposed consent decree. In August 2021, the court entered a revised consent decree which included provisions advocated for by Surfrider and the City of Chicago, namely a water sampling project that alerts beachgoers as to Lake Michigan’s water quality conditions, better notifications in case of future spills, and improvements to U. S. Steel’s operations and maintenance plans. In the 2023-24 academic year, the Clinic successfully litigated its claims for attorneys’ fees as a substantially prevailing party. Significantly, the court’s order adopted the “Fitzpatrick matrix,” used by the US Attorney’s Office for the District of Columbia to determine appropriate hourly rates for civil litigants, endorsed Chicago legal market rates as the appropriate rates for complex environmental litigation in Northwest Indiana, and allowed for partially reconstructed time records. The Clinic’s work, which has received significant media attention, helped to spawn other litigation to address pollution by other industrial facilities in Northwest Indiana and other enforcement against U. S. Steel by the State of Indiana.

In Winter Quarter 2024, Clinic students worked closely with Dr. John Ikerd, an agricultural economist and emeritus professor at the University of Missouri, to file an amicus brief in Food & Water Watch v. U.S. Environmental Protection Agency . In that case pending before the Ninth Circuit, Food & Water Watch argues that US EPA is illegally allowing Concentrated Animal Feeding Operations, more commonly known as factory farms, to pollute waterways significantly more than is allowable under the Clean Water Act. In the brief for Dr. Ikerd and co-amici Austin Frerick, Crawford Stewardship Project, Family Farm Defenders, Farm Aid, Missouri Rural Crisis Center, National Family Farm Coalition, National Sustainable Agriculture Coalition, and Western Organization of Resource Councils, we argued that EPA’s refusal to regulate CAFOs effectively is an unwarranted application of “agricultural exceptionalism” to industrial agriculture and that EPA effectively distorts the animal production market by allowing CAFOs to externalize their pollution costs and diminishing the ability of family farms to compete. Attorneys for the litigants will argue the case in September 2024.

Energy and Climate

Energy justice.

The Abrams Clinic supported grassroots organizations advocating for energy justice in low-income communities and Black, Indigenous, and People of Color (BIPOC) communities in Michigan. With the Clinic’s representation, these organizations intervened in cases before the Michigan Public Service Commission (MPSC), which regulates investor-owned utilities. Students conducted discovery, drafted written testimony, cross-examined utility executives, participated in settlement discussions, and filed briefs for these projects. The Clinic’s representation has elevated the concerns of these community organizations and forced both the utilities and regulators to consider issues of equity to an unprecedented degree. This year, on behalf of Soulardarity (Highland Park, MI), We Want Green, Too (Detroit, MI), and Urban Core Collective (Grand Rapids, MI), Clinic students engaged in eight contested cases before the MPSC against DTE Electric, DTE Gas, and Consumers Energy, as well as provided support for our clients’ advocacy in other non-contested MPSC proceedings.

The Clinic started this past fall with wins in three cases. First, the Clinic’s clients settled with DTE Electric in its Integrated Resource Plan case. The settlement included an agreement to close the second dirtiest coal power plant in Michigan three years early, $30 million from DTE’s shareholders to assist low-income customers in paying their bills, and $8 million from DTE’s shareholders toward a community fund that assists low-income customers with installing energy efficiency improvements, renewable energy, and battery technology. Second, in DTE Electric’s 2023 request for a rate hike (a “rate case”), the Commission required DTE Electric to develop a more robust environmental justice analysis and rejected the Company’s second attempt to waive consumer protections through a proposed electric utility prepayment program with a questionable history of success during its pilot run. The final Commission order and the administrative law judge’s proposal for final decision cited the Clinic’s testimony and briefs. Third, in Consumers Electric’s 2023 rate case, the Commission rejected the Company’s request for a higher ratepayer-funded return on its investments and required the Company to create a process that will enable intervenors to obtain accurate GIS data. The Clinic intends to use this data to map the disparate impact of infrastructure investment in low-income and BIPOC communities.

In the winter, the Clinic filed public comments regarding DTE Electric and Consumers Energy’s “distribution grid plans” (DGP) as well as supported interventions in two additional cases: Consumers Energy’s voluntary green pricing (VGP) case and the Clinic’s first case against the gas utility DTE Gas. Beginning with the DGP comments, the Clinic first addressed Consumers’s 2023 Electric Distribution Infrastructure Investment Plan (EDIIP), which detailed current distribution system health and the utility’s approximately $7 billion capital project planning ($2 billion of which went unaccounted for in the EDIIP) over 2023–2028. The Clinic then commented on DTE Electric’s 2023 DGP, which outlined the utility’s opaque project prioritization and planned more than $9 billion in capital investments and associated maintenance over 2024–2028. The comments targeted four areas of deficiencies in both the EDIIP and DGP: (1) inadequate consideration of distributed energy resources (DERs) as providing grid reliability, resiliency, and energy transition benefits; (2) flawed environmental justice analysis, particularly with respect to the collection of performance metrics and the narrow implementation of the Michigan Environmental Justice Screen Tool; (3) inequitable investment patterns across census tracts, with emphasis on DTE Electric’s skewed prioritization for retaining its old circuits rather than upgrading those circuits; and (4) failing to engage with community feedback.

For the VGP case against Consumers, the Clinic supported the filing of both an initial brief and reply brief requesting that the Commission reject the Company’s flawed proposal for a “community solar” program. In a prior case, the Clinic advocated for the development of a community solar program that would provide low-income, BIPOC communities with access to clean energy. As a result of our efforts, the Commission approved a settlement agreement requiring the Company “to evaluate and provide a strawman recommendation on community solar in its Voluntary Green Pricing Program.” However, the Company’s subsequent proposal in its VGP case violated the Commission’s order because it (1) was not consistent with the applicable law, MCL 460.1061; (2) was not a true community solar program; (3) lacked essential details; (4) failed to compensate subscribers sufficiently; (5) included overpriced and inflexible subscriptions; (6) excessively limited capacity; and (7) failed to provide a clear pathway for certain participants to transition into other VGP programs. For these reasons, the Clinic argued that the Commission should reject the Company’s proposal.

In DTE Gas’s current rate case, the Clinic worked with four witnesses to develop testimony that would rebut DTE Gas’s request for a rate hike on its customers. The testimony advocated for a pathway to a just energy transition that avoids dumping the costs of stranded gas assets on the low-income and BIPOC communities that are likely to be the last to electrify. Instead, the testimony proposed that the gas and electric utilities undertake integrated planning that would prioritize electric infrastructure over gas infrastructure investment to ensure that DTE Gas does not over-invest in gas infrastructure that will be rendered obsolete in the coming decades. The Clinic also worked with one expert witness to develop an analysis of DTE Gas’s unaffordable bills and inequitable shutoff, deposit, and collections practices. Lastly, the Clinic offered testimony on behalf of and from community members who would be directly impacted by the Company’s rate hike and lack of affordable and quality service. Clinic students have spent the summer drafting an approximately one-hundred-page brief making these arguments formally. We expect the Commission’s decision this fall.

Finally, both DTE Electric and Consumers Energy have filed additional requests for rate increases after the conclusion of their respective rate cases filed in 2023. On behalf of our Clients, the Clinic has intervened in these cases, and clinic students have already reviewed thousands of pages of documents and started to develop arguments and strategies to protect low-income and BIPOC communities from the utility’s ceaseless efforts to increase the cost of energy.

Corporate Climate Greenwashing

The Abrams Environmental Law Clinic worked with a leading international nonprofit dedicated to using the law to protect the environment to research corporate climate greenwashing, focusing on consumer protection, green financing, and securities liability. Clinic students spent the year examining an innovative state law, drafted a fifty-page guide to the statute and relevant cases, and examined how the law would apply to a variety of potential cases. Students then presented their findings in a case study and oral presentation to members of ClientEarth, including the organization’s North American head and members of its European team. The project helped identify the strengths and weaknesses of potential new strategies for increasing corporate accountability in the fight against climate change.

Land Contamination, Lead, and Hazardous Waste

The Abrams Clinic continues to represent East Chicago, Indiana, residents who live or lived on or adjacent to the USS Lead Superfund site. This year, the Clinic worked closely with the East Chicago/Calumet Coalition Community Advisory Group (CAG) to advance the CAG’s advocacy beyond the Superfund site and the adjacent Dupont RCRA site. Through multiple forms of advocacy, the clinics challenged the poor performance and permit modification and renewal attempts of Tradebe Treatment and Recycling, LLC (Tradebe), a hazardous waste storage and recycling facility in the community. Clinic students sent letters to US EPA and Indiana Department of Environmental Management officials about how IDEM has failed to assess meaningful penalties against Tradebe for repeated violations of the law and how IDEM has allowed Tradebe to continue to threaten public and worker health and safety by not improving its operations. Students also drafted substantial comments for the CAG on the US EPA’s Lead and Copper Rule improvements, the Suppliers’ Park proposed cleanup, and Sims Metal’s proposed air permit revisions. The Clinic has also continued working with the CAG, environmental experts, and regulators since US EPA awarded $200,000 to the CAG for community air monitoring. The Clinic and its clients also joined comments drafted by other environmental organizations about poor operations and loose regulatory oversight of several industrial facilities in the area.

Endangered Species

The Abrams Clinic represented the Center for Biological Diversity (CBD) and the Hoosier Environmental Council (HEC) in litigation regarding the US Fish and Wildlife Service’s (Service) failure to list the Kirtland’s snake as threatened or endangered under the Endangered Species Act. The Kirtland’s snake is a small, secretive, non-venomous snake historically located across the Midwest and the Ohio River Valley. Development and climate change have undermined large portions of the snake’s habitat, and populations are declining. Accordingly, the Clinic sued the Service in the US District Court for the District of Columbia last summer over the Service’s denial of CBD’s request to have the Kirtland’s snake protected. This spring, the Clinic was able to reach a settlement with the Service that requires the Service to reconsider its listing decision for the Kirtland’s snake and to pay attorney fees.

The Clinic also represented CBD in preparation for litigation regarding the Service’s failure to list another species as threatened or endangered. Threats from land development and climate change have devastated this species as well, and the species has already been extirpated from two of the sixteen US states in its range. As such, the Clinic worked this winter and spring to prepare a notice of intent (NOI) to sue the Service. The Team poured over hundreds of FOIA documents and dug into the Service’s supporting documentation to create strong arguments against the Service in the imminent litigation. The Clinic will send the NOI and file a complaint in the next few months.

Students and Faculty

Twenty-four law school students from the classes of 2024 and 2025 participated in the Clinic, performing complex legal research, reviewing documents obtained through discovery, drafting legal research memos and briefs, conferring with clients, conducting cross-examination, participating in settlement conferences, and arguing motions. Students secured nine clerkships, five were heading to private practice after graduation, and two are pursuing public interest work. Sam Heppell joined the Clinic from civil rights private practice, bringing the Clinic to its full complement of three attorneys.