Media planning in personal marketing: ideas, goals and concepts
Media planning is becoming increasingly important for companies and HR managers. Months before an event, a circuit or a personnel marketing measure, the media planner must know what costs are incurred and what returns can be generated. In addition, he must have analyzed the target group sufficiently.Unlike in product marketing, media planning in personal marketing is a constantly changing field of activity. This is mainly about self-promotion as an employer, instead of the promotion of a special product.
Definition
According to Wirtschaftslexikon, the term media planning is defined as the cost and benefit planning of all media products (eg advertisements, TV spots, internet, social media campaigns, etc.) for a particular product or, in the case of training marketing, for apprenticeships to be filled. Products, articles, vacancies, general campaigns or non-profit goals can be advertised. Terms such as campaign, ROI (return on investment) and reach our common vocabulary.A previously defined budget is planned in such a way that it reaches as many people as possible (keyword: reach) from a previously defined target group or several target groups. The ultimate goal of any media planning should be maximum efficiency.
Objectives of the media planning
In education marketing, the planning of advertising usually takes place in times when vacancies are filled. Many customers plan to go into the summer in the spring, to reach the students in autumn with new campaigns, motifs and advertising material. The aim is that the selected advertising reaches a certain number of qualified applicants so that the customer can successfully fill all apprenticeships in the following year. The selection of the advertising medium and the definition of the right target group play a decisive role. With the help of the right advertising media (and the right topics), media planners can effectively increase their reach. This applies not only on the Internet but also for customers who prefer classic media. So must a recruiting video be planned differently than a normal display.Concepts
Media planners and recruiters usually have very different concepts in the planning. Some companies are still using very classic methods (eg, advertisements in daily magazines, school collaborations, internal employer branding, etc.) and others have completely shifted their budgets into social networks (eg, Facebook and Instagram).Our experience tells us that there is no panacea in the media strategy for HR marketing. Each customer is individual and is thoroughly analyzed by us in advance. Also, the training courses are sometimes so different than a general statement would not be serious.
Especially in youth marketing or child marketing, we also focus on educational media and plan it extensively.
Employer branding
In every good media strategy, the work of an employer branding agency plays an important role. The selection of campaign media is also based on the brand of the employer. The subsequent marketing is created in close connection with the media costing.Cost of media planning
A sensible planning costs money because the agency provides knowledge, contacts and resources, which were usually built up over years. However, many advertisers shy away from seemingly high budgets. Most of the compensation for agencies is very moderate and can be offset very well with the added value of the success of the campaigns.The bigger item in every planning is the advertising itself. Especially in training marketing, we have numerous special conditions and discount models, which significantly reduce the purchase of good media.
Media planning in training marketing - how to proceed?
We analyze your occupation occupations and/or jobs and study programs. In addition, we analyze your company and your goals and create on this basis a comprehensive media plan including all target group data, important influencers, ranges and budgets. Your task is then only to check this plan. In doing so, we take into account all your existing media, make attractive suggestions and provide you with all the information you need to optimally create print data and advertising materials.We stay on the ball for you during the call. We check the media, control the publishers and work out regular reports. Even after the official campaign period, we are here for you. In a final reporting, you will receive all important data and facts. Together with you, we analyze the success and provide information on the upcoming media planning.
