By design, media plan proposals are often created, changed, re-created, edited down, built up, and then finally approved. In the case of class action media notification, once proposals are so ordered, they are traditionally focused on tracking, monitoring, and reporting, as opposed to managing outcomes. They are rarely empowered to make major adjustments and are often not involved in proactive campaign optimizations. The resulting issues are traditional media plans can be predictable, output-driven, and solely efficiency-focused. Because of this, many agencies tend to employ a recipe-driven approach that zeroes in on a “build” style proposal. This ensures that plans hit the metrics promised in the timeline allowed. While this can be effective, Élan focuses on building a plan on audience outcome research and results-based (total claims filed) tactics. We utilize a total user experience approach for a user-centric driven proposal. The result is a plan built on strategy at the intersection of technology and user experience. This particular proposal design shifts the focus from molding the plan to a set menu, to reinventing the menu for the plan, while still ensuring that it is executed according to court approval. This results in media plan proposals that are dynamic, outcome-driven, and both efficiency and effectiveness-focused.
When doing audience research for proposals, it is crucial to recognize the importance of utilizing the right tools. Industry data is available to find key class demographic data points and additional subject matter knowledge. The Élan team understands how and when to integrate different sources into media plans. Our initial research process might include looking at: Case composition, type of class action, industry data, past campaigns, future campaigns, additional audience insights, landing page designs, subject matter, etc. All of these pieces provide the initial insight to the framework for the method of notice.
Once this has been built out, tactics and strategy begin to form. One of the best approaches to a sophisticated and thorough media plan is layering. When you narrow down the best strategic tactics and implement them in tandem with one another, your result is a holistic approach to media plan notification.
Élan notice plans additionally include true-industry leading tactics and technologies. When we combine years of experience with constant upkeep in technological advancements, the result is a settlement that will set a new standard in the industry. The way we keep the constant of media plans ever-evolving is through the utilization of best media optimization channels. This is illustrated through our media plan transitions from print and direct notice to dynamic digital displays. Traditional media is becoming less relevant and class action notice plans are no exception. Élan designs detailed notice plans that are consistent with due process and Rule 23 requirements, while still curated for the new digital age.
Results: Élan media plans focus on outcomes. Like all notice plans, outcomes are primarily measured by initial objectives: total claims filed. However, this final metric should not result in a tunnel vision approach with final claims filed. It should be viewed as directly related to every single other building block of the final campaign. For example, the results of a class action may also be measured by improvements in impressions to claims filed rates, all landing page bounce rates, ease of claim filing, direct linkage of the performance of the notice plan to the performance of the agency provider, etc. When taking this approach, it holds all tactics in the media plan, as well as the agency planner accountable.
Finally, Élan media plans possess unique characteristics that set them apart from other traditional notice plans. These lead to ease of adoption and assist in furthering the overall notice plan objectives.
Our plans are scalable. The Élan team creates and establishes specific foundational elements for every notice plan. The plans can then be added to or taken away from at the discretion of the planners involved. Often our plans are supplemented by additional media options and a menu of sorts for alternate tactics. Notice plans can also be scaled to match differing counsel requirements for frequency, reach, etc.