Plan on a page
One page your leadership team can actually read: objectives, audience, budget split, flighting and the measures of success. agreed before a dollar is spent.
Full-funnel media planning
One plan for brand and performance, with clear budget checkpoints
I build a plan with your team covering audiences, channel roles, campaign timing and budget checkpoints. You receive working documents and a scorecard. Ongoing campaign management is scoped separately.
The same structure I have used to plan multi-million-dollar seasonal programmes. applied directly to your business, alongside your in-house team.
Want to try the structure first? Download the free media plan template
When you need a full-funnel plan
You have a big seasonal moment coming
Christmas, a launch, a major sale. You need one plan that holds brand and performance together, with gates that protect the budget from wishful thinking.
Channels are fighting over the same credit
Every channel claims the sale; nobody can prove incrementality. A full-funnel plan assigns each channel a role and a measurement bar before spend starts.
Budget was approved but the plan is a spreadsheet tab
You have a number, not a plan. I turn the number into audiences, flighting, gates and a scorecard your team can run.
Your team is capable but stretched
I do the planning work with your team, not to them. They keep the framework, the templates and the decision log when the engagement ends.
What's inside the plan
Six working documents. not a 60-page deck that dies in a shared drive. Every piece exists to make a specific decision easier.
Audience sizing and channel roles
Estimate the priority audience and decide how much budget should reach people already looking to buy versus introduce the brand to new customers.
Flighting with budget gates
Money released in phases against pre-agreed gates. efficiency floors, creative readiness, measurement in place. No more committing a full season's budget on day one.
Channel one-pagers
Each channel gets a single page: role, audience, budget, KPI, and what it must hand to the next channel. This helps the team interpret channel reports rather than treating the last click as the whole story.
Weekly measurement scorecard
A scorecard for your team to review weekly: spend, marketing efficiency ratio (revenue divided by total marketing spend), test findings and measurement limits. Ongoing reporting and campaign management are separate.
Test-and-learn backlog
A prioritised backlog of tests with expected value and cost to learn. Each test has a business question, a cost and a clear basis for deciding what to do next.
How it works
1
Consultation and data review
A 30-minute consultation, then a read of your current accounts, measurement and past results. I tell you honestly whether a full-funnel plan is what you need right now.
2
Planning workshop
A working session with your team: audiences sized, budget for existing demand and new audiences agreed, channel roles set, flighting and budget gates drafted. Your marketers take part and receive the planning documents.
3
The plan, built and pressure-tested
I turn the workshop into the plan on a page, channel one-pagers, flighting calendar with gates, scorecard and test backlog. You get the same templates I use on $3M+ seasonal programmes.
4
Review and adjust the plan
Review the scorecard against the agreed budget gates, document recommended changes, and adjust the plan with your team. Hands-on campaign management is available separately.
Free media plan template
Plan brand and performance budget in one framework
The full-funnel media plan structure I use with clients: plan on a page, audience sizing, the demand-vs-capture split, flighting with budget gates, channel one-pagers and a weekly scorecard. Printable PDF to fill in, plus the slide deck and a working spreadsheet with the formulas built in.
Built on real seasonal budgets
As Global Performance Marketing Manager at Meta, I managed a US$23M global performance budget. My experience also includes multi-million-dollar retail seasonal programmes with clear checkpoints and budget decisions. You get that structure applied to your numbers, directly. one point of accountability from workshop to scorecard.
More about ChuckFrequently asked questions
Is this a strategy deck or actual media management?
The core service is the plan: the framework, the flighting, the gates and the scorecard, built with your team. Execution stays with whoever runs your accounts. your in-house marketers or your existing partners, who get far clearer direction than a brief alone gives them. If you also want hands-on channel management, that is the senior paid media leadership engagement.
How long does it take?
The workshop and build take about two weeks end to end, assuming I can get read access to your accounts and measurement up front. Seasonal programmes benefit from starting 8–10 weeks before the first flight.
What does it cost?
Planning engagements start at A$3,500 +GST for a single-market, three-channel plan, scaling with channel count and market complexity. If it grows into an ongoing leadership engagement, a fair share of the planning fee comes off the first month. You will get a fixed quote before any work starts.
Why is there a free template if you sell this?
Because the framework only works when it is filled in honestly, and some brands can do that themselves. The free template gives you the structure; the paid engagement gives you the judgement. audience sizing from real data, gates set at the right level, and someone accountable when the plan meets reality.
Do you replace our agency?
No. The plan makes your existing partners better: clearer roles, pre-agreed measurement, and gates that remove ambiguity. My job is to make everything you already pay for work harder, not to sell you a bigger org chart.
What size budget is this for?
The framework earns its keep from roughly A$10K/month of media spend upward, and it is the same structure I have used on multi-million-dollar seasonal programmes. Below that, send a general enquiry and I’ll suggest a suitable next step rather than recommend a larger engagement.
Let’s talk
Tell me about the moment you are planning for. If a full-funnel plan is the right move, I will scope it and quote it fixed. and if something simpler would do the job, I will say so.