Media Planning — Dossier

Objective

Produce an approved media plan — channel mix, budgets, KPIs, campaign structure outline, creative requirements, and tracking dependencies — before any spend is applied.

Inputs

Completed onboarding record
Client brief (goals, geo, seasonality, budget)
Vertical template (health, school, tourism, ecommerce)
Historical data (if returning client)
GA4 baseline metrics (if available)

Outputs

Master plan — tenant-level budget envelope, channel caps, shared guardrails
Plan tracks — one or more concurrent tracks (see below), each with its own version stream
Per track: MediaPlanTrack document version vN (scoped ID, e.g. always_on, branding_q2, open_day_2026)
Status per track: draft → pending_approval → approved → superseded
Structure spec consumable by Execution Agent (per track)

Plan tracks (concurrent occasions)

A client rarely has a single monolithic plan. The system models multiple active tracks under one master envelope:

Track type	Typical objective	Duration	Examples
Always-on	Performance / conversion	Continuous	Search, PMax, catalog, retargeting
Branding	Awareness, reach, consideration	Weeks–months	Video, display, broad social
Special day / event	Time-boxed push	Days–2 weeks	Open day, sale, holiday, clinic campaign
Engagement	Social engagement, community	Continuous or burst	Organic post + engagement ad (see vision)

Rules:

Each track has independent plan_version, execution_manifest slice, optimization_log, and revise/replan history
Master plan allocates total budget across tracks; sum of track flights must not exceed master without approval
Special-day tracks may be created quickly (plan.event.draft); archived after event ends
Branding and always-on typically run in parallel with separate KPIs (reach vs CPA/ROAS)
Reporting rolls up by track and portfolio total

Plan components

Section	Content
Objectives	Primary KPI, secondary metrics
Budget	Total, by channel, by week/month flight
Channels	Google Search/PMax, Meta, TikTok, DV360 — enabled flags
Audiences	Prospecting, retargeting, exclusions
Campaign structure	Naming convention, campaign types per platform
Creative	Required formats, messages, compliance flags
Tracking	Required events, conversion labels
Guardrails	Max CPA, min ROAS, spend caps
Risks	Seasonality, policy, competitive

Workflow

Versioning

Per track: every material edit increments that track's vN; diffs stored between vN and vN+1
Master plan: version bumps when total budget envelope or cross-track caps change
Execution references latest approved version per track (and master caps)
Event tracks: version v1 often sufficient; revise only if flight dates or budget shift materially

Vertical templates (examples)

Health clinic

Google Search: appointment keywords
Meta: lead forms + retargeting
KPI: cost per book_appointment

Private school

Google + Meta + TikTok for awareness
KPI: cost per sign_up / open day registration

Tourism

Google + Meta + DV360 display retargeting
KPI: cost per booking assist

Ecommerce

Google Shopping/PMax + Meta catalog + TikTok
KPI: ROAS on purchase

Human touchpoints

Plan approval (always)
Budget above tier threshold
Channel mix deviation from template
Compliance-sensitive creative themes

SLA

Draft plan: 2 business days after onboarding complete
Approval turnaround: 1 business day (client + internal)

Typical track count by client profile

Profile	Active tracks (steady state)	New / event plans per month	Revise cycles per month (all tracks)
Starter	2 (always-on + 1 seasonal/event)	~1 event or micro-plan	~1–2 (mostly always-on)
Standard	3–4 (always-on, branding, engagement, seasonal)	~2 special-day / event plans	~3–4 across tracks
Ecommerce	4–6 (+ flash sales, catalog pushes)	~3–4 event / sale plans	~4–6 across tracks

After approval: what happens next

Execution applies each track's approved version → execution_manifest slice per track
Optimization tunes per track within guardrails → manifest drifts from that track's plan text
Reporting compares manifest vs plan per track; master rollup for client dashboard
Plan revise (per track, when drift thresholds hit) drafts vN+1 for that track — see Plan update

Onboarding creates master + always-on v1 at minimum. Additional tracks (branding, events, engagement) are added throughout the year.