Generate a Paid Media strategy

Step-by-step through the wizard for a full paid-media strategy.

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The Paid Media strategy is the foundation module of the Paid Media pillar. It produces the strategic narrative — audience, message, positioning, channel rationale — that the channel plan and implementation plan then build on. Most users start here.

Wizard steps
7 (Campaign → Audience → Message → Budget → Channels → Assets → Documents)
Generation time
1–3 minutes
Output
Formatted strategy document, exportable as PDF
Goes through approvals
Yes — via the parent campaign

Before you start

Make sure these are in place

  • A company with brand context set (logo, website, system prompt). See Set up brand context.
  • A campaign to attach the strategy to. See Create a campaign.
  • Any brand documents the AI should see — guidelines, past performance, research summaries — uploaded and toggled on in the Asset Library.
  • The brief itself, in your head or in a doc. The clearer your inputs, the sharper the output.

The wizard, step by step

Walking through it

  1. 1

    Campaign

    Pick the campaign this strategy belongs to (or create one from inside the wizard). The campaign carries the objective into the strategy.

  2. 2

    Audience

    Define who the strategy is for. Demographics, behaviours, jobs-to-be-done, what they already think about the category. Don't be afraid to write a few sentences per segment if you have multiple — specificity here is what stops the AI defaulting to vague personas.

  3. 3

    Message

    The single most important thing you want the audience to take away. Plus any sub-messages, the proof points that support them, and tone notes specific to this campaign (which can differ from the brand-wide tone).

  4. 4

    Budget & flighting

    Total budget, time window, any non-uniform flighting (heavy-up periods, dark weeks). The strategy uses this to inform channel selection and reach/frequency thinking — it doesn't allocate the budget channel-by-channel here (that's the channel plan's job).

  5. 5

    Channels

    Channels you want considered. Two modes:

    • Let Stratogizer suggest — the AI picks the right channels for the brief. Digital-first by default; ATL channels are only considered when you've said so in the brand system prompt or the channel notes.
    • Specify yourself — you list the channels you want considered, with optional notes per channel. Useful when you've already negotiated a partnership or have a strong opinion.
  6. 6

    Assets & competitors

    Optional context: a list of assets you already have produced (so the strategy can recommend reuse vs new production), and a note on competitor activity in the window.

  7. 7

    Documents

    The wizard lists every document available to this generation — company assets toggled on for generation, plus any campaign-specific documents you've uploaded. Tick the ones you want the AI to read for this run. Less is often more — three highly relevant documents beats ten loosely related ones.

After it's generated

What you can do next

  • Export PDF — the branded export, ready to share.
  • Edit & regenerate — adjust an input and produce a new version. The original is kept; the new run is linked to it via lineage. See Edit and regenerate a strategy.
  • Generate a channel plan — the next module in the Paid Media flow, building on this strategy. See Generate a Paid Media channel plan.
  • Send for approval — when the campaign as a whole is ready for sign-off.