Owned Media and Earned Media
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Owned Media Plan:
1-2 Objectives. These objectives must be SMART, just like your overall objectives, but they are focused only on earned media.
3-4 strategies to support the owned media objectives. These strategies typically align with your overall strategies but are focused on owned media results. For example, you may decide that a new blog series relevant to the brand is part of your strategy. Any advertisements associated with that blog series belong in your paid media section, not here.
Associated, actionable tactics for each strategy. The number of tactics are up to you, but these are the actual activities that you will "do" to achieve your objectives. If we're using our blog example, writing a specific would be a tactic as part of your blog series strategy.
Earned Media Plan:
1-2 Objectives. These objectives must be SMART, just like your overall objectives, but they are focused only on earned media.
3-4 strategies to support the earned media objectives. These strategies typically align with your overall strategies but are focused on earned media results. For example, perhaps you have outdoor events as part of your overall strategy. Creating a media relations plan for each event would be a good, aligned earned media strategy.
Associated, actionable tactics for each strategy. The number of tactics are up to you, but these are the actual activities that you will "do" to achieve your objectives. If we're using our event example, writing a press release would be a tactic as part of your media relations strategy.
In addition, you must include justification for your chosen strategies and tactics. This should be written in narrative form but needs to be quite detailed. Imagine you were explaining to a client why you've chosen a particular strategy. You'll need to explain:
Why these strategies are suitable for this particular component of the campaign.
How you feel the target customer will respond to the strategy, and why.
How your secondary audience will respond to strategies, and in particular how this will increase their influence and help achieve your objectives.
How your strategies and tactics are aligned with the overall goals, and how they contribute to more synergy within your IMC campaign.
Why your tactics will be effective, and how they take advantage of the latest IMC techniques.
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Solution Summary
Owned media and earned media plans are discussed in a structured manner in this response. The related reference is also provided.
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Owned Media:
Objectives
The owned media objectives are that at least 2.5 million military personnel in the age group 25 to 40 should visit the American Legion website, social media pages, or blog at least once every year. The impact of the visits should be such that when veterans or military personnel who have visited the owned media of the American Legion are interviewed they must know the three key benefits offered to the members of the American Legion when they retire. These objectives are aligned with the IMC objectives which are to influence military personnel aged 25 to 40 years to join American Legion. Any military personnel who has visited American Legion-owned media even once should be informed that the American Legion will support its members after they retire in getting employment, housing, and medical care.
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What is a Website & How Does it Work ... sitesaga.com
Owned Media Strategies
The strategy will be to use the three owned media channels synergistically. The three media channels used will be the American Legion website, the American Legion blog, and the American Legion pages on Social Media. At one level each of the three owned media channels will inform the visitor of the key benefits of joining the American Legion. At the same time, each of the three owned media will lead the visitor to the other channel. For instance, a visitor to the website will be asked to read the blog for the content of his interest. Similarly, a visitor to the blog will be requested to visit American Legion web pages on social media. At one level both the blog and social media pages will have links to the American Legion website (Ebrahim, R. S. 2020). At the same time, paid media will direct members of the target audience to the website. The website will also attract military men/ veterans aged 25 to 40 years through SEO, and headlines irresistible to young veterans. The website will also attract them to guest blogging.
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What is a Blog and How is it Different ... wpbeginner.com
My blog will attract more military persons and veterans aged 25 to 40 years because of the variety and perspectives of the American Legion blog. The American Legion blog will be promoted by the Legion's Social Media pages. The readership of the blog will also be improved through better titles, identifying the niches, and including photos of veterans. The blog will also become popular because it will have the right keywords, appropriate links, and social sharing buttons. The topics of the blog will be how American Legion helps its members find jobs, find homes, and get medical care (Čábyová, Ľ. 2021). The blogs will discuss the key issues that impact young veterans. I will use long headlines so that the visitor will know exactly what the blog is about. I will also repurpose the blog content for social media sites. All the blogs of American Legion will be optimized for search engine optimization. There will be three blog series corresponding to the three services that are being highlighted by American Legion. One series will be focused on how American Legion helps retired military personnel get suitable employment. The second series of blogs will provide information on the different methods by which American Legion helps veterans find and get housing. The third series of blogs will provide information on how American Legion helps veteran's access medical care at reasonable charges. https://www.youtube.com/watch?v=ua8z7-r8eng
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Top 12 Most Popular Social Media Sites ... reviewsxp.com
The pages on social media will attract my target audience and help increase the membership of the American Legion. The pages on the social media will have optimized social profiles, I will use social proof to support the claims of the American Legion, and time the drive more traffic to Social Media from my target audience when a large number of military personnel are retiring (Alsulami, M. H., Khayyat, M. M., Aboulola, O. I., & Alsaqer, M. S. 2021). My traffic to social media pages will be high because I will make share buttons obvious, promote the content on the American Legion social media pages, and engage my audience. Most importantly, I will be very responsive to the visitors to my website. https://hi-in.facebook.com/americanlegionhq/videos/join-the-american-legion/611446679321571/
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How to join The American Legion | The ... legion.org
Boost the results:
The owned media marketing will increase the number of veterans in the 25 to 40 years age category that will join the American Legion. This media is entirely within my control and I can change its contents within hours of receiving fresh information about veterans and their needs. For example, if there is information about many personnel retiring within a day or two the owned media can change immediately to target the niche and persuade them to join the American Legion. The new message can be delivered through owned media at no extra cost. https://michiganlegion.org/join/
Tactics for owned media:
Website:
I will keep the design simple and unique. Any visitor who has been in the military will associate with it and look for his problem-solution on the website. The website will be easy to visit from a tablet, laptop, or mobile phone. The website will quickly showcase that American Legion provides support for getting jobs, for getting appropriate housing, and for getting medical care. The website will not take more than three seconds to load. I will use heading correctional to organize the content, include proper text for images, and give my links unique and descriptive names. I will design all forms including the form for joining American Legion for accessibility. I will increase my page speed, create targeted headlines, and use the original image. ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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