This is the core teaching block of the workshop.

We’ll walk through a repeatable framework you can immediately apply to your own campaigns.

Step 1: Start With Business Goals, Not Channels

Learn how strong media plans begin with business objectives, not platform selection.

Step 2: Build Audience-First Architecture

We’ll cover:

• Audience research workflows
• Segment planning
• Behavioral mapping
• Channel alignment by audience behavior

Step 3: Assign Channel Roles Across the Funnel

Every channel has a job.

We’ll break down how to think about:

• CTV for awareness
• Programmatic for reinforcement
• DOOH for contextual visibility
• Social for engagement
• SEM for conversion intent

Step 4: Budget Allocation Logic

Understand how experienced planners weight budgets across:

• Funnel stages
• Channel efficiency
• Audience saturation
• Measurement realities

Step 5: Build the Flight Plan

Learn how to create sequencing and pacing strategies that tell a coherent story across touchpoints instead of overwhelming audiences with disconnected messaging.

Live Planning Exercise Included

Attendees will participate in a guided exercise using a simplified campaign brief.

You’ll also receive an Integrated Plan Canvas Template you can use with your own clients and campaigns.

This is where most teams struggle.

Different platforms measure differently.
Attribution windows conflict.
Frequency becomes fragmented.
Optimization gets messy fast.

We’ll unpack:

• Why cross-channel measurement is so difficult
• The difference between attribution and contribution
• Why last-touch reporting creates blind spots
• How frequency management changes across CTV, programmatic, and social
• What effective optimization actually looks like week to week

Interactive Optimization Challenge

We’ll show a realistic optimization report with intentional mistakes built in.

Your job: identify the issues before we reveal the answers live.