The way we see it at E.B. Lane, solid media planning and strategy addresses multiple media platforms in order to draw in the greatest concentration of our target audiences. Using our proprietary process for developing media strategy, our internal team’s impressive qualifications, and our experience in covering local to national accounts, E. B. Lane doesn’t set out to hit the media mark. We aim higher, using:
We determine what our foundation is – including objectives for budgets and campaign priorities. We then create a roadmap, designed specifically to chart the path to our targets by identifying their consumption, behavior, demographics and psychographics.
Media Planning & Buying
Our recommendations come packaged as a detailed tactical plan. This goes to our third-party, media-buying subcontractor. You know – the one with over $9.1 million in billings. You call them Initiative. We call them often. Which is why our clients enjoy such amazing negotiating clout.
Every dollar in the media budget should be spent wisely. To ensure this, we employ a variety of methods, including detailed monitoring of all active media, flexibility in changing aspects of the plan that aren’t working, and a