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.
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.
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 monthly 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, then reported every month against it.
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
How it works
From your first message to the first monthly report.
No open-ended retainer. Each step has a point in time and something you receive.
01 · Day 1
Free audit call
45 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
02 · Within a few working days
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope and fee come with it, in writing.
03 · Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later month has an honest comparison.
04 · Month 1
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
05 · Every month
Report against the baseline
What moved, what did not, and what changes next, in plain words.
06 · Month 3 to 6
Renew on the numbers
The term ends and you decide whether to continue from the results. No twelve-month lock.
How the integrated media campaigns work runs
- 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.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every monthly report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No lock-in, no guarantees we cannot keep
Three to six months at a time. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 45-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
A three-to-six-month programme
We run the work month by month, report against the baseline every month, and you renew on the numbers. No twelve-month lock.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 45-minute call with the person who will do the work
- A written, scored report on the six places orders leak, within a few working days
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
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.
- How to combine offline and digital advertisingSomebody sees your hoarding, forgets the number and searches your name at a traffic signal. Build that route on purpose, with a search term, a page and a number that only the offline campaign uses.