Integrated media campaigns · Marketing
Set the campaign's start date by the slowest medium in it.
Integrated marketing campaigns cover the whole idea: one message across advertising, social media, email and public relations. This page is the buying half of it, where media have to be booked and the dates have to line up.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
An integrated media campaign runs several bought media at once, so a hoarding, a radio spot and a digital burst carry the same offer in the same weeks. GullySales builds the schedule backwards from the medium with the longest lead time, gives every medium the same response route, and pulls the proofs into one file.
They do not start on the same day. A television spot can go out this week. A hoarding runs on a cycle that begins on a fixed date, and a metro panel needs artwork approved a fortnight before mounting night.
So the launch date belongs to whichever medium takes longest, and the rest is booked around it. Get that wrong and the radio has finished by the time the flex goes up.
Who it is for
This is written for you if these sound familiar.
- Launches, openings and festival offers where the date is fixed and everything has to land on it
- Builders and car dealers running a weekend event across one city
- Consumer brands taking a single campaign into a new state across several media at once
- Owners whose media are booked by four vendors who never speak to each other
- Anyone whose last campaign had the hoarding saying one thing and the newspaper saying another
Not for
It is not the right fit if.
- A budget that can only cover one medium properly, which is better spent on that one medium properly
- Businesses who want the exact share of credit per medium, because no honest plan can give you that
- A shop advertising for the first time, where one channel and a clear offer teach you more
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“The hoarding went up two weeks after the offer ended”
Every medium has its own lead time and its own cycle start. Booked separately, they run one after another instead of together, and the campaign never reaches full weight.
“Each vendor gave us a different number to print”
Three numbers means three sets of records and no way to tell which medium produced anything. One number, or one code per medium, settles it.
“We put a little into everything”
A small amount in five media is invisible in all five. Two media at a weight people notice will beat five that nobody remembers.
“Nobody collected the proofs”
A telecast log, a mounting photograph, a play report and a publication copy arrive separately and at different times. Asked for late, some never arrive at all.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
One idea, one offer, one date
The single thing being said and the day it starts, agreed before a rupee is committed to any medium.
Reverse schedule from the longest lead time
Every medium's booking deadline, material deadline, approval step and cycle start on one sheet, worked backwards from the launch date.
Role for each medium
Which one does the reaching, which repeats to the same people, and which takes the response. Three reach media in one plan is money spent twice.
Budget weighting, not equal shares
Where the weight sits, and what comes out of the plan so that what remains is heavy enough to be noticed.
One response route across all of it
A single campaign number, landing page and code scheme, with a variant per medium so an enquiry still says where it came from.
Artwork adapted, not resized
The same idea rebuilt for each specification: read from a moving car, heard with no picture, scrolled past on a phone.
One proof file
Telecast logs, mounting photographs, play reports and publication copies collected in one place while the campaign is running, rather than after it.
A single report
Enquiries, calls and code responses for the campaign as a whole, read against the weeks before it started.
How the result is measured
- Media live on the launch date, against media booked
- Delivery against booking, medium by medium
- Calls and code responses by medium variant
- Enquiries in the campaign weeks against the weeks before
- Rates booked against first quotes across the plan
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
How the integrated media campaigns work runs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Agree the date and the offer
We fix what is being said and the day it has to be live, because those two decide every booking that follows.
- 2
Build the reverse schedule
Each medium's deadlines are laid against the launch date, and anything that cannot be delivered in time comes out of the plan.
- 3
Weight the budget
Money is placed by role rather than split evenly, and media too thin to register are cut so the rest can carry.
- 4
Book and produce
Bookings are coordinated with each media owner or their agency, and artwork for every format is produced and approved to that medium's specification.
- 5
Run and hold the line
Late mountings, dropped spots and missed inserts are taken up with the owner while the campaign is live and can still be put right.
- 6
Reconcile and report
Every proof is checked against what was booked, and the campaign is reported as one thing rather than as five invoices.
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Which medium should be booked first?
Can you tell me which medium brought the enquiries?
How many media should one campaign use?
Do we need new creative for every medium?
How is this priced?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Integrated media campaigns, written for your industry.
Related services
Often bought with this, or instead of it.
Read before you buy
- How to split a budget between digital and offlineThere is no standard ratio. Four things decide it: whether anybody searches for what you sell, how wide your catchment is, what one offline buy would swallow, and whether demand exists or must be created.
- How to build a media planA media plan is a document, not a decision: one row per vehicle, real dates, the production money, and one number each line is judged on. Most plans fail on the rows nobody made specific.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.