Along with training, experience and a keen eye for numbers, successful media planning, negotiation and buying requires the energy level of a Jack Russell terrier, a mind like a filing cabinet and the grit and determination of a down lineman.

That pretty much describes the men and womenof ROI's media division. In all, they annually research, plan, negotiate and place some $19 million of local, regional and national print, radio, TV, cable, outdoor and online media. Then, for good measure, they annually deliver some $2.5 million in media added value -- sponsorships, premium placements, free ads, banners, etc,. -- back to our clients to enhance the impact of their buys.

The Way We Do The Things We Do
We know that even the greatest creative will fail without on-target, on-budget media that effectively drives that messaging home with great efficiency and impact. To deliver media that, in turn, delivers measurable, bottom-line success, we consider the universe of possibilities to drive productive, individualized media solutions that meet specific marketing problems.

That is the essence of the ROI difference: our knowledge-driven, inductive approach to analyzing and strategically deploying clients' media dollars for the greatest possible benefit.

Combined, the skills, experience and "never take no" attitude of ROI's professional media team drive targeted, high-impact media programs that deliver documented success.

The cornerstone of each client's successful media program is the strategic, five-step process through which that program is created and stewarded by ROI, as follows:

Step One: Analyzing The Client's Marketing "State Of The Union"
The first step is a thorough audit of the client's marketing communications and media efforts to date. When completed, it enables us to overview and analyze a cohesive body of information about the broader marketing landscape relative to the client's offering and needs.

Step Two: Comprehensive Media Analysis
We incorporate a broad spectrum of research sources to evaluate and identify viable media options for consideration.

Step Three: Media Program Recommendations
We then meld an understanding of the client's marketing goals, objectives and budget with a complete analysis of all possible media options. From this comes a documented plan, including a thorough analysis of "Media Considered And Recommended."

Step Four (A): Implementing the Media Buy
Once the plan has been reviewed and formally approved by the client, we move into negotiations with the media.
Our twin goals in this process are to ensure that the buy is delivered as planned and that our client receives top value for every dollar spent.

Step Four (B): Adding Value to the Buy
Our media process includes delivering significant added value in addition to a sharp buy at advantageous rates. Our media pros are well-known for their dogged pursuit of client added-value.

Step Five: Auditing the Buy
To ensure that the buy delivered was the buy promised, we routinely audit and reconcile each client's media performance. When we encounter a problem or a discrepancy from our media insertion order, make-goods or credits are demanded and received for the client.

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Every step along the way we crave accountability. We know that each client's success and the ongoing success of our client/agency relationship depends on how well we perform. As a result, we are committed to delivering what the client approves and to proving it with documented, post-buy analyses.

© 2006 Return On Investment, Inc. All rights reserved.