Strategy & consulting
Channel planning
Deciding where your audience actually pays attention, in what order to show up, and how much each channel is allowed to spend before it proves itself.
The outcome
A channel plan with a role for every line item, a test budget for every new idea and a rule for when to stop.
Plan the channel mixRight for you if
- You're present on many channels and confident in none of them.
- Budget is allocated by habit, or by whoever asked loudest last quarter.
- You're about to launch and need to choose where to begin.
- Paid, social and outbound are run by separate people with separate goals.
A channel without a job becomes a line item without an owner. We give every channel a specific role in the journey and a way to tell whether it’s doing it.
The result isn’t a grand media theory. It’s a short, practical plan that tells your team where to spend this month, what to test next and when to walk away.
How it works
- 01
Map the journey
How your customers really find, compare and choose — drawn from your data, sales conversations and search behavior, not from a template.
- 02
Assign roles
Each channel gets one job — discovery, persuasion, capture or conversation — and a measure that fits that job.
- 03
Set test budgets
New channels start small with clear success criteria and a date for deciding whether they earn more.
- 04
Review and reallocate
Monthly reviews move money toward what's working, documented so the reasoning survives team changes.
What you get
- Customer journey map with channel touchpoints
- Channel roles, measures and budget ranges
- Test plan with success and stop criteria
- Media calendar for the first quarter
- Monthly reallocation notes
Related work
Case studies for this service are being prepared with client approval. See the kinds of engagements we take on.