Individual Creative Media Plan for Ben & Jerry's - Marketing Project

This project outlines a comprehensive creative media plan designed for Ben & Jerry's, addressing the challenges of a competitive market. It emphasizes the strategic use of various media channels, including social media, email marketing, video marketing, and influencer collaborations, to engage a broader audience and build customer loyalty. The plan includes a detailed Gantt chart for project development, showcasing a structured approach to task management and timeline adherence. The project also presents a clear understanding of the platforms and channels to be utilized, focusing on personalized content and customer engagement. Furthermore, it explores performance measuring tools, particularly Google Analytics and Megalytic, to monitor campaign effectiveness and track key metrics such as page views, visitor acquisition, and conversions. The project details a budget allocation strategy, illustrating how investments in different media channels, like radio, TV, and video ads, can generate significant revenue. The plan also emphasizes the importance of digital marketing and long-term goal setting to align the company's operations with its vision and control financial aspects. The conclusion reinforces the importance of a well-defined media plan for effectively advertising and communicating with the target audience.

Individual Creative Media
Plan

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Explain how the creative idea is best used across the different media channels....................3
Development of Media Plan with a wide range of media channels (for above the line and
below the line campaign) in the form of a Gantt chart ..........................................................3
Present the use of channels and platforms .............................................................................3
Performance measuring tool used for each media channel....................................................3
Explain your budget and how you will use it across the different media channels................3
Conclusion.......................................................................................................................................3
References .......................................................................................................................................4

Introduction
The companies are facing competition that is why they are required to make use of new
media channel for the purpose of attaining success (Cao and Ali, 2018). The main purpose of the
project is to will outline the use of various media channel which is best for the chosen media
plan. The project will also present the Gantt chart which provides the development of media plan
with a wide range of various media channels. In addition to this, it will also present the use of
platforms and channels. Budget will also be explained so that the amount will be used for
different media channels (Opresnik, 2018).
Main Body
Evaluate how the creative idea is best used across the different media channels
The chosen creative ideas is to run a contest as it is one of the impressive social media idea for
the audience. Due to which the loyal customer base can be built as it will tend to be served as
promotional tool. Along with it, with the help of contests the chosen company will be able to
collect the data of the customers. That is why the company will be able to engage with the
audience. The contests are considered to be an effective tool that will directly boost the level of
recognition of the company in the market. The community will be built, when a contest is run
effectively and people will start following. The people will be updated about the product or the
company’s page. Various media channels are defined as the wide range of the channels through
which the businesses can advertise and promote about their products and services in the market.
As it can be said that it is not possible for all the customers to be updated about the company’s
information and its offerings (Kolb, 2020). Due to using the best media channel the company
will be able to be ahead of its competitors in the market. Before choosing any way it is essential
to think up about the overall objective and targets of the company while using media channel.
There are various ways which can be used by the company such as video adverting, audio
channels, digital adverting and many others. Social media is one of the best way for the
companies to make their advertisement successful and they are responsible for generating the
profit in bulk and also to attract the larger audience by targeting them making use of the data
available. Moreover, there are modern ways which are nowadays used by the company (Rozak,
and et.al., 2021).

Development of Media Plan with the help of exact and wide range of various media channels in
the form of a Gantt chart
Task Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Introduction of topic
Setting aims and
objectives
Project management plan
Research methodology
Data collection
Data analysis
Conclusion and
recommendations
Reflection
Submission of final report
Present the use of channels and platforms
The company consider the best media channels and platform for the purpose of spreading their
message to attract the larger audience (Hjorth and Hinton, 2019). As there are many ways and
channels to make use of in this process which are explained below-
E-mail marketing can also be used to support the objectives of the company in the market and
this tool is known for generating more revenue as compared to other ways. The main benefit of
this channel is that the company can make personalised content for its targeted customers that are
urban and middle aged people in relation to Ben & Jerry (Rozak, and et.al., 2021). In addition to
this, another effective platform is video marketing in which the audience engagement is
maximum as the chosen company must be sure about that people will be watching, sharing and
liking their content. It will directly enhance the online exposure for the company in the market.
Nowadays, influencer marketing can also be used by the company as Ben & Jerry can
collaborate with the popular creator in the industry. This channel is considered to be better than

the ad formats and other tools (Sarker, and et.al.,2021). As customer engagement can also be
improved by making strong connection with the audience. The chosen company can also make
use of digital events with the help of campaigns. Various platforms must be used with the help of
latest trends. That is why the focus should be on creativity ideas in order to present their best in
front of customers.
Performance measuring tool used for the media channel
The performance of the media platforms is measured by the google analytics as it is one of the
best tools and they offer various features which are different from other performance measuring
tool. It will track the social profile of the Ben & Jerry by interacting the company's website and It
will also keep the track of the company's campaigns by measuring the direction of the traffic to
the website. Google analytics will also make it easy to monitor the page views, visitor
acquisition, segmentation, conversions and many others (Varianou-Mikellidou and et.al., 2021).
Another performance measuring tool is suggested to use by the respective company will
be Megalytic as this tool is used by various companies and agencies for the purpose of easily
connecting the data.
Explain the budget and how it will be used across the different media channels
As per the budget, it can be said that there are various investments made by the company in order
to spread the message of the company and generate more revenue. Such as the respective
company has spent around three hundred dollars in the type of radio and TV which helped in
generating the about one thousand dollars which is a good deal for the company. On the other
hand, for the purpose of video Ad for the products the company spent about seven hundred
dollars and they gained three thousand dollars. Also, there are various investment done by the
company that is event promotion, google, collaboration with various influencers the company
will be able to target the audience on a deeper level so that it will become easy for the company
to reach the maximum target. It is clear from the budget, that the revenue generated is more than
the amount invested by the company (Giddens, 2020). Moreover, the company will control the
budget mainly in digital marketing properly and the chosen company will determine the various
media channels by making use of proper communication. With the help of the budget respective
company will figure out its long term goals so that the management and the employees work
according to it. The company will be able to control the operations which are related to money
and this will tend to bring confidence. Also, the employees and the workforce will be able to

understand the sense of direction towards the company and that will elevate the level of
coordination among various departments of the company (Bujisic, and et.al., 2018).
Conclusion
From the above information, it can be said that with the help of proper media plan any
company can deliver its message clearly in order to advertise the message to the group of people.
As per the current situation, the companies are facing struggle and due to which the company is
required to use available media channel for the purpose of achieving success. The main goal of
the project was to highlight the use of various media channel which will be best for the chosen
media plan. The project also presented the Gantt chart which outlined the development of media
plan with a widespread range of various media channels. Also, it highlighted the use of platforms
and channels.

References
Books and Journals
Varianou-Mikellidou, C., Boustras, G., Nicolaidou, O., Dimopoulos, C. and Mikellides, N.,
2021. Measuring performance within the ageing workforce. Safety science, 140,
p.105286.
Bujisic, M., Hutchinson, J., Ahn, J.A. and Jovanovic, V., 2018. BEVQUAL: a tool for measuring
performance quality in beverage operations. Journal of Foodservice Business
Research, 21(5), pp.570-589.
Sarker, M.R., Ali, S.M., Paul, S.K. and Munim, Z.H., 2021. Measuring sustainability
performance using an integrated model. Measurement, 184, p.109931.
Rozak, H.A., Adhiatma, A., Fachrunnisa, O. and Rahayu, T., 2021. Social Media Engagement,
Organizational Agility and Digitalization Strategic Plan to Improve SMEs’
Performance. IEEE Transactions on Engineering Management.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Cao, X. and Ali, A., 2018. Enhancing team creative performance through social media and
transactive memory system. International Journal of Information Management, 39, pp.69-
79.
Kolb, B.M., 2020. Entrepreneurship for the creative and cultural industries. Routledge.
Hjorth, L. and Hinton, S., 2019. Understanding social media. Sage.
Giddens, A., 2020. Modernity and self-identity: Self and society in the late modern age. In The
new social theory reader (pp. 354-361). Routledge.