Media Planning & Marketing Campaigns
For development, destinations & hospitality sectors — Media strategy | Campaign activation | Measurement
Introduction
Media Planning & Marketing Campaigns is a practical professional programme that helps marketing and communications teams turn business objectives into integrated media plans and measurable campaigns. It is particularly relevant to property development, destination management, tourism, hospitality, construction and other organisations promoting major places, projects and services.
Such organisations often engage different audiences simultaneously: prospective residents and visitors, customers, investors, partners, authorities and communities. The course explains how to set campaign goals, segment audiences, choose channels, build credible messages and coordinate brand, paid, owned and earned media across different stages of a project or service launch.
Participants examine media objectives, audience research, channel selection, budget allocation, campaign calendars, creative briefs, digital advertising, public relations, landing pages and stakeholder communication. Practical exercises focus on integrating social, search, display, video, events and direct marketing while maintaining cultural relevance, factual accuracy and brand consistency.
Using a fictional development or destination campaign, participants prepare a media strategy, phased channel plan, budget framework, creative brief, performance dashboard and optimisation recommendations. The programme is a proposed Arabisk Media training offering for organisations with these types of communication needs, not a course commissioned, approved or endorsed by any named organisation.
Objectives
By the end of this training program, participants will be able to:
- Translate business and communication goals into clear media objectives.
- Segment priority audiences and map campaign journeys and touchpoints.
- Choose suitable paid, owned and earned media channels for each objective.
- Build integrated campaign briefs, schedules and channel plans.
- Allocate illustrative budgets and define effective buying considerations.
- Coordinate creative assets, teams, approvals and external media partners.
- Select campaign KPIs and interpret reach, engagement, enquiries and leads.
- Optimise campaigns and present evidence-based recommendations.
Targeted Groups & Who Should Attend
- Marketing Directors, Managers and Campaign Executives.
- Real Estate, Destination and Place-Marketing Teams.
- Hospitality, Tourism and Visitor Experience Marketers.
- Corporate Communications and Public Relations Managers.
- Project Launch and Development Communications Teams.
- Digital Advertising, Performance and Media Planning Specialists.
- Customer Acquisition, Sales and Leasing Professionals.
- Investor Relations and Strategic Partnership Teams.
- Community Engagement and Stakeholder Communications Staff.
- Creative Agency, Brand and Media Procurement Teams.
Targeted Competencies
- Campaign strategy, objective setting and audience segmentation.
- Channel evaluation, media mix and customer journey planning.
- Budget allocation, scheduling and buying brief preparation.
- Integrated creative briefs and message architecture.
- Cross-channel execution and project launch coordination.
- Partner, agency and stakeholder communication workflows.
- Media analytics, attribution awareness and KPI reporting.
- Campaign testing, optimisation and governance.
Course Outline
- Clarify business outcomes, communication priorities and campaign goals.
- Research audience needs and map stakeholders and decision journeys.
- Define positioning, compelling propositions and message priorities.
- Set campaign objectives across awareness, consideration and action.
- Draft a sector-relevant campaign strategy and success measures.
- Compare search, social, video, display, PR, events and direct channels.
- Select a paid, owned and earned media mix for audience priorities.
- Plan flighting, reach, frequency and phased project milestones.
- Allocate an illustrative budget and document buying assumptions.
- Create a channel matrix, timeline and media-planning rationale.
- Turn a media strategy into creative, production and agency briefs.
- Match format, message and calls to action to each channel and stage.
- Plan campaign assets such as videos, visuals, articles and landing pages.
- Build launch, milestone and always-on campaign sequences.
- Coordinate content production, localisation and approval checkpoints.
- Present a joined-up multi-channel activation plan.
- Organise timelines, responsibilities, suppliers and delivery handovers.
- Coordinate paid advertising, organic media, PR and partner activity.
- Align marketing, sales, customer service and stakeholder messaging.
- Apply platform policies, data privacy, licensing and claim verification.
- Manage campaign changes, creative quality and reporting cadence.
- Prepare a practical risk register and campaign operations checklist.
- Define KPIs for awareness, engagement, enquiries and qualified leads.
- Read dashboards and interpret channel and creative performance.
- Distinguish campaign attribution signals from unsupported assumptions.
- Plan testing of audiences, placements, messages and landing pages.
- Present a fictional integrated campaign with budget and KPI scorecard.
- Build an improvement plan for the next campaign cycle.
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