NSW Government Advertising
Media Planning Process
Who should read this?
NSW Government Agencies seeking media
planning services from MediaCom for campaign
advertising activities.
MediaCom media planning services
MediaCom is the appointed ‘Master Media’ buying
agency for NSW Government public awareness
advertising (campaign) and negotiates television,
radio, press, magazine, television, online, cinema,
outdoor and transit rates on behalf of NSW
Government. MediaCom also provides tailored
strategic recommendations and fully costed
media plans, as outlined within this document.
MediaCom offers two levels of planning services,
determined by the complexity of the brief and
the time frame allowed:
Level 1 media planning services are applied for
straightforward implementational plans only.
Strategic Communications & Government
Advertising (SCGA) centrally coordinates media
buying and placement, monitors and advises on
advertising policy issues and oversees a range of
services to maximise effectiveness and efficiency
of NSW Government advertising.
If
Cabinet
Standing
Committee
on
Communications and Government Advertising
approval is required, agencies should be
cognisant of allowing for these processes within
their planning. Typical timelines are:
4–5 weeks for Peer Review
6 weeks for Cabinet approval
See SCGA website for Advertising Guidelines
and full details about advertising Review and
approvals.
Relevant MediaCom documents
Available at www.advertising.nsw.gov.au
Level 2 planning refers to general campaign
planning including where a full strategic response
is required.
•
•
Consult MediaCom regarding the rate structure
and to discuss your planning needs.
Contact
NSW Government Advertising Policy
NSW Government agencies must inform
themselves of the requirements and comply with
the NSW Government Advertising Guidelines.
A key requirement is public awareness
advertising with a total budget (including
research, production, fees, media etc) of
$50,000 or greater is subject to Peer Review and
approval by the Cabinet Standing Committee on
Communications and Government Advertising
prior to media booking, production of adverts
and implementation.
MediaCom Communications Brief [WORD]
MediaCom Booking Procedures [PDF]
MediaCom – James Sneddon
Group Business Director
(02) 9463 7217 / 0410 077 640
james.sneddon@mediacom.com
Level 17, 65 Berry Street
North Sydney NSW 2060
www.mediacom.com
For clarification of NSW Government policies or
issues with MediaCom please contact:
SCGA – Isobel Scouler
A/General Manager,
(02) 9228 3480 / 0434 076 806
isobel.scouler@dpc.nsw.gov.au
Level 11, Bligh House
4–6 Bligh Street
Sydney NSW 2000
SCGA website: advertising.nsw.gov.au
www.advertising.nsw.gov.au
Step by step media planning process
Step 4: Feedback and finalisation of media
approach
Media Planning is managed by the Client
Communications Planning division of the NSW
Government team within MediaCom. You will
have a lead Business Manager as your key contact
throughout the planning process.
Step 1: Briefing
Agency supply brief to MediaCom – standard
MediaCom Communications Brief.
The more time provided to respond to a
brief, the greater opportunity for MediaCom
to consider the issue from all angles, analyse
data and liaise with media outlets and work
with them for integrated strategies, which is
particularly important if an agency expects a
strategic response.
Government agency provides feedback to the
recommendations/media plan and work with
MediaCom to finalise the media strategy and
plans.
The final media plan with the information and
rationale to support the approach form a key
part of your campaign documentation to be
submitted for Peer Review and approval.
Briefing Mediacom
By giving MediaCom a comprehensive brief with
insights into your business and plans, you can then
expect them to provide you a well considered
response. Key parts of the Communications Brief
are:
•
Campaign details – including budget, timing,
target markets;
•
Media mandatories – if any media is a “must
have” for the final plan – let MediaCom know
at the beginning;
•
Background – overview of the project,
context, past learnings;
•
Insights – target audience including any
consumer segments you have developed;
•
Campaign strategy – are there any
strategic/ creative platforms MediaCom
should be aware of?;
•
Objectives – give your campaign objectives
+ any channel specific reach and frequency
goals or any “softer” measures for success
(online buzz, pr coverage, etc); and
•
What you need from MediaCom – Let them
know what are your expectations for their
response.
Step 2: Review and agree on planning services
to be provided
MediaCom will review the brief and be in
contact the next day to discuss and agree the
level of planning services to be applied, the
timing of response and media plan and format
of information to be provided bgy MediaCom.
Agencies should allow MediaCom at least
three to four weeks for a detailed strategic
recommendations and media plan. A more
straightforward planning task could be one to
two weeks.
Step 3: MediaCom provide recommendations
MediaCom will provide documented audience
analysis and recommendations and rationale for
media selection. As agreed presentations are
provided face-to-face or by email with follow
up by phone. Next steps and timing for client
feedback are agreed.
www.advertising.nsw.gov.au