New Year, New Plan: 6 Tips to Take Your Brand Marketing Campaigns Above and Beyond with TEGNA 

By Nancy Barre, Local Sales Manager, 11Alive 

Developing a marketing plan that closely aligns with your business plan in the new year is important for any business. It allows you to set clear goals and objectives, identify your target consumers, and develop strategies and tactics to reach and engage them.  

Here are six steps to creating a marketing plan for the new year and some ways that TEGNA and 11Alive can help.    

1. Review your current marketing efforts: What is working and what is not? Identify areas for improvement and where you should continue to focus your efforts.

2. Set clear goals and objectives: Determine what you want to achieve by this time next year.  Ideally, what progress will lead to good business outcomes for you? Do you want to increase brand awareness, drive website traffic, or generate more leads? Setting clear goals and objectives allows you to stay focused and have a benchmark to measure your success.

3. Identify your target consumer: Who are you trying to reach with your marketing efforts? Ensure you understand your target consumer, including their demographics, interests, and behaviors. TEGNA has several highly effective targeting tools. Our consultative approach will help you uncover the right combination of targeting and tools to achieve the best results.

4. Develop strategies and tactics: Based on your goals and ideal customers, develop a plan for reaching and engaging them. This might include tactics such as a strong video commercial message that resonates with your target consumer and where, how, and when you will deliver this message. A conversation with one of our consultants at 11Alive – or any TEGNA station across the country –   can help you sort through the best marketing tools that make sense for your business plan.

5. Create a budget and allocate resources: Align your budget with your desired business outcomes to determine how much you will spend on your marketing efforts. Allocate your resources accordingly. Be sure to allocate enough resources to support your chosen tactics and be realistic about your timeline and the benchmarks to reach your goals.

6. Implement and track: Put your plan into action and track your progress. Use analytics tools to continually measure the effectiveness of your marketing efforts and adjust with your partner vendors as needed. At TEGNA, we believe in providing you with the measurements and analytics to help you make good marketing decisions for your brand and activation.

   We ensure our reporting and measurement are accessible and transparent for our clients and that our team is trained to help you interpret and optimize the results. Your annual marketing plan should offer flexibility so your team can adjust based on results. Our team can help you maximize your ROI based on campaign performance.

Contact TEGNA Today

All across the country, TEGNA stations keep your brand messaging in the good company of award-winning, trusted local storytelling that impacts your community. It’s all the news and information your customers rely on, and your brand message can benefit by aligning with our insider take on sports, key weather coverage, essential traffic updates, and more. Let’s get in touch.