Media Buying & Strategy

Building an Effective Media Campaign

As the premier media buying agency in Madison, WI, we know that it’s important to work with an experienced media strategist who can direct and guide your media approach. We’ll develop a clear plan based on goal outcomes and our team of media buyers will go to work for you to implement that plan. 

At Soul Seed, we combine our expertise in effective media planning and buying strategies with our knowledge about the customer buying journey. We support it with the power of Strata, an advanced media planning software to provide insights on every market, plus detailed reporting to ensure effective planning. In addition, we bring our skills in strategy, analysis, and ROI review to the table, allowing us to lead and implement large and multi-faceted media campaigns for clients.

Our national media buying and planning team brings in-depth knowledge of media channels in local, regional, and nationwide markets, with collective experience in more than 25 states. We understand how to research markets, to advise clients in which markets their advertising will be most effective, along with analyzing data provided from media outlets to determine which media outlets are the best fit for clients.

Our national media buying and planning team brings in-depth knowledge of media channels in local, regional, and nationwide markets, with collective experience in more than 25 states. We understand how to research markets, to advise clients in which markets their advertising will be most effective, along with analyzing data provided from media outlets to determine which media outlets are the best fit for clients.

“A good media buyer negotiates rates and ratings. An amazing media buyer takes that a step further and understands how to cultivate relationships for the client’s benefit.”

Amber Swenor
Founder & Brand Strategist, Soul Seed

Our Services:

As an award-winning marketing firm offering brand messaging and brand clarity services, we have the ability to guide and advise you through the entire process, identifying key targets, developing scripts and ads, and negotiating and placing media, and working together to analyze your ROI.

Media buying services include: 

  • media planning
  • media buying
  • ongoing media management
  • brand messaging and positioning strategies
  • script writing for TV and radio commercials
Ryan Funeral Homes Commercial photo shoot

What to Expect from Soul Seed

We are a full-service advertising agency with national experience in media strategy and buying, including broadcast (TV and radio), digital, print, and outdoor (e.g., billboard) advertising. Our team has a combined 20+ years of experience in media buying. We are intimately familiar with the Madison market, and we have experience advertising in the Milwaukee, Fox Valley, La Crosse, and Wausau markets, as well as other states. In addition, our firm uses Strata, the premier media planning software, which empowers us to work on large regional and national media campaigns efficiently.

Should you decide to partner with us on your media buying, we walk you through the following steps to get you maximum coverage, at the most cost-effective rates.

“I made $150,000 more this year because of Amber’s coaching!”

I made $150,000 more this year because of Amber’s coaching. I have noticed a shift in my business because there’s been a shift in me. I look back, and years ago I was resistant to receiving this type of coaching help. We all have blind spots, and until I finally took my guard down and allowed this work to happen, and to allow Amber to guide me, I didn’t even know what was possible! You don’t even know how good it can be!

I’m a different person now. I don’t even worry about money. I just keep moving forward in my vision and it’s all happening in abundance. The people (staff) I have attracted now are of better quality than I have ever attracted.

I need to keep being that person so that I can keep attracting that, and so they can keep believing in themselves and can keep being successful. By giving them the vision, being the leader that I need to be, it helps them believe in themselves, and perform better. This has been possible because of what Amber has helped me see in myself. I can’t speak highly enough about what she has meant in my life and business.

NICOLE B.
A Healer’s Hand + The Nest

“They deliver value above and beyond each project’s cost!”

Strategic Partners Marketing has helped us grow participation in our training programs. SPM’s team members dedicate themselves to truly understand our business and make sure they deliver value above and beyond each project’s cost. SPM is a perfect marketing solution for our business!

CRAIG E.
PDP Basketball Academy

“I couldn’t be happier with the time it saves me!”

I have worked with Amber and the SP team for the past few years and everything is always taken care of. The team has great experience in marketing strategy and social media. I couldn’t be happier with the time it saves me with having them find great partnerships and media options for us, along with great marketing recommendations and doing social media marketing for us!

ANDY P.
Pharo Marine & Pharo Heating and Cooling

“It’s the technical outreach that we needed to be able to communicate with our customers!”

I knew we needed to come into the digital age, and your team has brought us into that digital age, plus some. You’ve helped us to update our website, do blogs, start email marketing and social media; it’s the technical outreach that we needed to be able to communicate with our customers.

DALE M.
DMA Tax & Accounting

Understanding Our Media Planning and Buying Process

1. Initial Setup

During the initial setup phase of the campaign, we’ll review your past sales metrics and your objectives to help you set achievable media goals. After establishing who your core customers are, we identify the best avenues (e.g., broadcast, digital, print) to reach them. If necessary, based on these goals, we will determine the campaign direction and a content plan.

Based on this information, our media buyer then determines buying parameters of the various media forms. This may include: 

  • a goal cost per thousand people reached
  • the percentage of the market to be reached with a goal frequency number
  • length of ads
  • weeks/days for the ads to run
  • types of programming within which the ads will run
2. Negotiating

As one of the most well-known and well-respected media buying agencies in Madison, we’ve established partnerships with our wide network of media properties. As a result, we’re committed to achieving a triple win for each relationship — for our clients, the media property, and our agency! We strive to find innovative solutions that combine value, visibility, and performance.

3. Placement

Our goal is to ensure that your ad gets in front of and captivates your target market. That’s why our first step is to get clear on your ideal client and research their viewing behaviors. We’ll identify your objectives and ensure that the outlet we’ve chosen will be compatible with your goals.

4. Ad Production

Depending on the media outlet or outlets we choose, you’ll collaborate with our talented and experienced team as we create appealing visuals and copy for your review.

5. Ongoing Campaign Management

Following the initial launch of the ad, we’ll monitor your placement to ensure that it’s performing according to your standards and goals. Based on this assessment of measurable progress toward your goals, we’ll determine best next steps to optimize the campaign.

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Get in Touch

104 King Street #202
Madison, WI 53703

P: (608) 234-5250
Mon-Fri 9am - 5pm

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