External paid advertising (media)

Paid media is a valuable tool to enhance your owned and earned marketing efforts. Every unit of ASU planning to run paid media, including social media, must work with the ASU Outreach Hub to coordinate their campaign, either internally or with the university’s agency of record — Lavidge, an award-winning Phoenix-based full-service advertising, public relations, strategy and creative marketing agency.

The paid media team in the Outreach Hub will work with you to understand what media channels will most efficiently reach your target audience within your specified budget. If you are looking for a recommendation on how to allocate an available budget to support a particular initiative, please submit your request below.

Request paid media services

1. Submission or New Request: If you are looking for media support, you must submit a Paid Media Request first using the link above. Please enter as much information as possible to help expedite the process. 
2. Plan: The media brief is reviewed internally by the Outreach Hub or shared with the agency. Pending project scope and parameters, we may request a call with you to review and discuss.
3. Media plan and strategy: A media plan recommendation is developed and emailed to you for review and feedback and revisions are made as needed. Please allow up to 30 days for completion.
4. Authorization: Once the media plan is considered final, you will be asked to provide written approval of the media plan prior to the Outreach Hub or agency placing any media. You will also secure written authorization from your business operations or finance team for media spend prior to campaign launch.
5. Creative: The Outreach Hub provides creative specs and material deadlines in the form of a production calendar. In most cases, you are responsible for developing and providing creative or ad materials.  Note: Lavidge does provide creative services as needed for an additional fee.
6. Review and approval: The Enterprise Brand Strategy and Management and Outreach Hub teams have developed an integrated process for creative review and approval that is required for paid advertising to ensure all advertising meets the requirements of the brand guide. Review and approval of creative materials is facilitated using Ziflow in the following steps:
   1. After media plan approval, you are responsible for uploading all creative assets into Ziflow, the Outreach Hub’s creative review platform. 
   2. You will receive an automatic notification once the Brand Strategy and Management team reviews your creative assets. You will then review for any required changes.
   3. You must provide all comments and new versions of creative assets using Ziflow. 
   4. After receiving the official final approval from the Brand Team in Ziflow, retrieve all approved creative assets and forward them to your designated paid media contact at the Outreach Hub. Ensure that each asset is explicitly marked as "Final" in the file name.
   5. After final approval, the Outreach Hub will ensure that your advertising is placed and begins running.
      
      NOTE: Please allow four to five business days for initial creative review and feedback once you have submitted your creative materials via Ziflow.
7. Billing: For campaigns executed by the agency, invoices are routed through the Outreach Hub for review and approval. Invoices are then sent to you for direct payment to the agency. For campaigns executed internally, you will be asked to provide a P-Card.
8. Post: Proof of performance and a monthly digital report or campaign summary is provided and reporting parameters are determined by the complexity of a campaign.

Request paid media services