Campaign planning
This section summarises the timings, brief and targets required from the client to provide the media agency, creative and printer with the information necessary to plan the campaign.
Here are six key steps that will result in a better thought out, planned and executed campaign:
- Time plan
- Campaign brief
- Campaign plan
- Briefing
- Distribution and storage
- Response handling
Time plan
The recommended minimum lead time for planning an insert campaign is 12 weeks to the date of the first distribution:
- Define campaign objectives Client •
- Brief media agency Client •
- Develop creative Creative team
- Plan media Media agency
- Sign off creative Client •
- Option media
- Supply samples to media
- Media agency
- Brief printer Client/agency •
- Sign off media plan Client •
- Finalise negotiation
- Confirm delivery details
- Media agency
- Print inserts Printer
- Deliver inserts to transport Printer •
- First delivery to publisher •
Seasonality
Some times of year will require longer lead times in terms of planning.
- Option media space early
January, September, October and November are notoriously busy months in the inserts marketplace and therefore availability can be an issue.
Ensure you allow enough time for optioning media space long in advance of these months.
- Allow extra time before Christmas
Allow for earlier deliveries in the period before Christmas as many printers shut down over this period. Paper availability can also be an issue when planning high volumes of inserts for this season, so order early.