Sample plan
One brief, one plan.
A spring campaign for a family-owned HVAC company in Dallas–Fort Worth, from the brief as it was written to the media plan Halliard drafted from it. This is what you get back.
An illustrative plan, not a client’s.
01 · The brief
Written the way you would write it to a planner
No forms. Halliard reads the brief and anything attached, then writes back what it understood, so you can check it before anything is planned.
In your words
“Spring launch for a family-owned HVAC company across Dallas–Fort Worth. $250K, March through May. We want homeowners 35–64 in the northern suburbs to know us before the first hot week, then book a tune-up. Please don't buy late-night TV.”
What Halliard read back
- Goal
- Known before the first hot week, then booked tune-ups
- Budget
- $250,000
- Flight
- Mar 2 – May 31, 2027 · 13 weeks
- Audience
- Homeowners 35–64, northern suburbs
- Where
- Dallas–Fort Worth DMA
- What not to buy
- Late-night TV
02 · The audience
Who they are, where they live, what they watch
The audience is matched to what a survey panel actually asked, sized one filter at a time, and placed on the map down to the ZIP.
Northern suburb homeowners
Homeowners 35–64 · Dallas–Fort Worth, 18 ZIPs
412,000
people · Halliard panel, 2025
Where they stand out
- Frisco 75034400+
- Allen 75013312
- Prosper 75078288
- Plano 75024241
Index against everyone in the area (100 = the same)
What media they consume
YouTube81%112
Facebook64%121
Hulu38%134
Spotify35%118
Peacock22%14103 · The strategies
A role for every dollar
Halliard researched the category before it planned, then wrote each strategy as a job for media, with its own audience, moment, flight and budget.
Be the name homeowners know before the first hot week
- Audience
- Adults 25–54 · Dallas DMA
- Moment
- Before the first 90° day
- Flight
- Mar 2 – Apr 12
- Creative
- 15s CTV: the tech who shows up on time
Turn the first heat wave into booked tune-ups
- Audience
- In market · 12 ZIPs
- Moment
- When the AC first struggles
- Flight
- Apr 13 – May 31
- Creative
- Social: book a $79 tune-up today
04 · The plan
The plan, with its reach modelled
Channels and properties fitted to each strategy, with spend, impressions, CPM, reach and fit on every line. The dial moves budget between a balanced plan and one that reaches the most people.
| Plan | Spend | Fit |
|---|---|---|
Build fame Adults 25–54 · Dallas DMA | $0 | |
CTV  | $0 | |
 Paramount+ | $0 | 86 |
 Pluto TV | $0 | 80 |
 Tubi | $0 | 66 |
Streaming audio | $0 | |
| Spotify | $0 | 84 |
 Pandora | $0 | 71 |
Prompt action In market · 12 ZIPs | $0 | |
Paid social | $0 | |
 Instagram | $0 | 86 |
| Facebook | $0 | 79 |
Online video | $0 | |
| YouTube | $0 | 80 |
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“Halliard gave our planners a better way to build media plans and our clients a clearer picture of what their spend is doing. That’s been really valuable for us.”
Lisa Matulis
Group Client Lead, Lewis Media Partners
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