Audience and positioning
Define the people the media needs to reach, the ideas the brand can credibly own, and the response each format should earn.
Clarify what to make, who it is for, where it should publish, and how success will be reviewed.
What the engagement can include
The work, organized
around the outcome.
Channel and format plan
Assign a clear role to each channel and select formats that fit available expertise, production capacity, and business goals.
Workflow and measurement
Set practical responsibilities, approvals, publishing practices, and a concise performance review routine.
Engagement path
Clear decisions at
every handoff.
Review the current state
Assess existing content, audience response, internal capacity, approvals, distribution, and the most costly bottlenecks.
Set the direction
Define the audience, message territory, channel roles, recurring formats, cadence, and ownership.
Put the plan to work
Launch a focused production cycle, review real performance, and refine the plan with evidence.