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Deployment tool and support utility for AI context. Copies agents, skills, commands, rules, and behaviors into the paths each AI platform reads (Claude Code, Codex, Copilot, Cursor, Warp, OpenClaw, and 6 more) so one source of truth works across 10 platfo
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# Media Plan
**Card ID**: `ADV-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Approved | Active | Complete
**Campaign**: {CAMPAIGN_NAME}
**Period**: {START_DATE} to {END_DATE}
**Owner**: {OWNER_NAME}
## Executive Summary
### Campaign Overview
{2-3 sentence summary of campaign, objectives, and media approach}
### Budget Summary
| Category | Planned | Actual | Variance |
|----------|---------|--------|----------|
| Total media | ${Amount} | ${Amount} | {+/-}% |
| Working media | ${Amount} | ${Amount} | {+/-}% |
| Fees | ${Amount} | ${Amount} | {+/-}% |
### Key Metrics
| Metric | Target | Actual |
|--------|--------|--------|
| Reach | {Number} | |
| Impressions | {Number} | |
| {Primary KPI} | {Target} | |
| {Secondary KPI} | {Target} | |
## Campaign Objectives
### Business Objective
{Specific business outcome this campaign supports}
### Media Objectives
| Objective | KPI | Target |
|-----------|-----|--------|
| Awareness | Reach / Impressions | {Target} |
| Consideration | Clicks / Engagement | {Target} |
| Conversion | Conversions / ROAS | {Target} |
## Target Audience
### Audience Definition
| Attribute | Primary Audience | Secondary Audience |
|-----------|-----------------|-------------------|
| Demographics | {Details} | {Details} |
| Geography | {Locations} | {Locations} |
| Interests | {Interests} | {Interests} |
| Behaviors | {Behaviors} | {Behaviors} |
### Audience Size Estimates
| Platform | Primary Reach | Secondary Reach |
|----------|--------------|-----------------|
| Meta | {Number} | {Number} |
| Google | {Number} | {Number} |
| LinkedIn | {Number} | {Number} |
| TikTok | {Number} | {Number} |
## Media Strategy
### Channel Strategy
| Channel | Role | Investment | % of Total |
|---------|------|------------|------------|
| Paid Social | {Role in funnel} | ${Amount} | {%} |
| Paid Search | {Role in funnel} | ${Amount} | {%} |
| Display/Programmatic | {Role in funnel} | ${Amount} | {%} |
| Video | {Role in funnel} | ${Amount} | {%} |
| Native | {Role in funnel} | ${Amount} | {%} |
| Audio | {Role in funnel} | ${Amount} | {%} |
| OOH | {Role in funnel} | ${Amount} | {%} |
| **Total** | | **${Amount}** | **100%** |
### Flighting Strategy
| Phase | Dates | Focus | Spend Level |
|-------|-------|-------|-------------|
| Launch | {Dates} | Awareness | Heavy-up |
| Sustain | {Dates} | Consideration | Steady |
| Push | {Dates} | Conversion | Heavy-up |
| Tail | {Dates} | Retargeting | Reduced |
## Channel Detail: Paid Social
### Platform Allocation
| Platform | Budget | Objective | Placements |
|----------|--------|-----------|------------|
| Meta (FB/IG) | ${Amount} | {Goal} | Feed, Stories, Reels |
| LinkedIn | ${Amount} | {Goal} | Feed, Sponsored Content |
| TikTok | ${Amount} | {Goal} | For You, TopView |
| Twitter/X | ${Amount} | {Goal} | Feed, Promoted |
| Pinterest | ${Amount} | {Goal} | Feed, Search |
### Targeting Approach
| Platform | Primary Targeting | Secondary Targeting |
|----------|------------------|---------------------|
| Meta | {Targeting} | {Targeting} |
| LinkedIn | {Targeting} | {Targeting} |
| TikTok | {Targeting} | {Targeting} |
### Format Mix
| Format | Platforms | Budget % | Creative Needed |
|--------|-----------|----------|-----------------|
| Static | All | {%} | {#} variations |
| Carousel | Meta, LinkedIn | {%} | {#} sets |
| Video | All | {%} | {#} versions |
| Stories | Meta, TikTok | {%} | {#} variations |
## Channel Detail: Paid Search
### Budget Allocation
| Campaign Type | Budget | Objective |
|---------------|--------|-----------|
| Brand | ${Amount} | Defend brand terms |
| Non-brand | ${Amount} | Capture demand |
| Competitor | ${Amount} | Conquest |
| Shopping | ${Amount} | Product visibility |
| Performance Max | ${Amount} | Full funnel |
### Keyword Strategy
| Theme | Match Types | Est. Volume | Competition |
|-------|-------------|-------------|-------------|
| {Theme 1} | Exact, Phrase | {Volume} | {High/Med/Low} |
| {Theme 2} | Exact, Phrase | {Volume} | {High/Med/Low} |
| {Theme 3} | Broad modified | {Volume} | {High/Med/Low} |
### Expected Performance
| Metric | Brand | Non-Brand |
|--------|-------|-----------|
| Avg CPC | ${Amount} | ${Amount} |
| Est CTR | {%} | {%} |
| Conv rate | {%} | {%} |
## Channel Detail: Display/Programmatic
### DSP/Platform
| Platform | Budget | Targeting | Formats |
|----------|--------|-----------|---------|
| {DSP} | ${Amount} | {Method} | {Sizes} |
| Google Display | ${Amount} | {Method} | {Sizes} |
### Targeting Layers
| Layer | Method | Purpose |
|-------|--------|---------|
| Contextual | {Categories} | Relevance |
| Audience | {Segments} | Reach |
| Retargeting | {Pools} | Conversion |
### Inventory Strategy
| Inventory Type | % Budget | Quality |
|----------------|----------|---------|
| Premium/PMP | {%} | High |
| Curated | {%} | Medium-High |
| Open exchange | {%} | Variable |
### Viewability/Brand Safety
- Viewability target: > {%}
- Brand safety: {Verification partner}
- Fraud detection: {Method}
## Channel Detail: Video
### Platform Mix
| Platform | Budget | Format | Targeting |
|----------|--------|--------|-----------|
| YouTube | ${Amount} | TrueView, Bumper | {Targeting} |
| CTV/OTT | ${Amount} | :15/:30 | {Targeting} |
| Social video | ${Amount} | Native | {Targeting} |
### Video Lengths
| Length | Platforms | Purpose |
|--------|-----------|---------|
| :06 | YouTube, Social | Awareness/frequency |
| :15 | All | Core message |
| :30 | CTV, YouTube | Full story |
| :60+ | YouTube, CTV | Deep engagement |
### Completion Targets
| Length | Target Completion |
|--------|------------------|
| :06 | 90%+ |
| :15 | 70%+ |
| :30 | 50%+ |
## Weekly Budget Pacing
### Spend Schedule
| Week | Dates | Planned Spend | Cumulative | Focus |
|------|-------|---------------|------------|-------|
| 1 | {Dates} | ${Amount} | ${Amount} | Launch |
| 2 | {Dates} | ${Amount} | ${Amount} | |
| 3 | {Dates} | ${Amount} | ${Amount} | |
| 4 | {Dates} | ${Amount} | ${Amount} | |
| 5 | {Dates} | ${Amount} | ${Amount} | |
| 6 | {Dates} | ${Amount} | ${Amount} | |
| 7 | {Dates} | ${Amount} | ${Amount} | |
| 8 | {Dates} | ${Amount} | ${Amount} | Wrap |
| **Total** | | **${Amount}** | | |
### Pacing Notes
{Notes on any pacing adjustments, seasonality, etc.}
## Measurement Plan
### Tracking Infrastructure
| Element | Status | Owner |
|---------|--------|-------|
| Meta Pixel | {Installed/Pending} | {Name} |
| Google Tag | {Installed/Pending} | {Name} |
| LinkedIn Insight | {Installed/Pending} | {Name} |
| Analytics | {Configured/Pending} | {Name} |
| Attribution tool | {Configured/Pending} | {Name} |
### Attribution Model
| Model | Application |
|-------|-------------|
| {Model type} | {How we'll use it} |
### Reporting Schedule
| Report | Frequency | Audience | Delivery |
|--------|-----------|----------|----------|
| Flash report | Daily (week 1) | Team | Email |
| Performance | Weekly | Marketing | Deck |
| Executive | Bi-weekly | Leadership | Meeting |
| Final | Post-campaign | All | Presentation |
## Optimization Plan
### Optimization Cadence
| Timeframe | Actions |
|-----------|---------|
| Daily | Monitor pacing, flag anomalies |
| Twice weekly | Adjust bids, pause underperformers |
| Weekly | Budget reallocation, creative refresh |
| Bi-weekly | Audience refinement, strategy review |
### Decision Triggers
| Scenario | Threshold | Action |
|----------|-----------|--------|
| High performer | {Metric} > {Target} | Increase budget |
| Low performer | {Metric} < {Threshold} | Pause/replace |
| Creative fatigue | Frequency > {X} | Rotate creative |
| Overspending | > {%} of pace | Reduce caps |
## Risk & Contingency
### Identified Risks
| Risk | Probability | Impact | Mitigation |
|------|-------------|--------|------------|
| {Risk 1} | {High/Med/Low} | {H/M/L} | {Plan} |
| {Risk 2} | {High/Med/Low} | {H/M/L} | {Plan} |
### Contingency Budget
| Scenario | Reserve |
|----------|---------|
| Testing new platforms | ${Amount} |
| Opportunity response | ${Amount} |
| Underperformance pivots | ${Amount} |
## Approvals
| Stakeholder | Role | Status | Date |
|-------------|------|--------|------|
| {Name} | Marketing Director | Pending | |
| {Name} | Brand Manager | Pending | |
| {Name} | Finance | Pending | |
| {Name} | Agency | Pending | |
## Appendix
### A. Detailed Targeting Specs
{Platform-by-platform targeting details}
### B. Creative Specs
{Link to creative specifications document}
### C. Insertion Orders / IO Terms
{Link to signed IOs}
### D. Competitive Spend Data
{Market intelligence on competitor media activity}
## Version History
| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial plan |
*Template version: 1.0 | MMK Framework*