Media Planning.

During my senior year at Binghamton University, I enrolled in the School of Management's Strategic Media Planning course to expand my media knowledge and skills.
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The course — eligible for both graduate and undergraduate students who apply — works in conjunction with the ROI agency Zenith (part of Publicis Media) to allow student teams to work on an advertising media problem for real clients.
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Determined to win the case competition, our team held 3 meetings a week for 3 hours each. This allowed us to discover and use each person's strengths to our advantage when creating the media plan. As the only undergraduate in my assigned team of 5 students, I learned to overcome feelings of imposter syndrome to confidently share my insights and opinions.
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After a mid-semester presentation, our team was selected to continue to the final round of evaluation.
Competition

Client
Zenith's client:
specifically working on the brand Air Wick's 2020 product launch of Botanica
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Time Frame
Case was introduced to teams in August 2019, ending in December 2019 with final presentations
(4 months total)
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Number of Teams
5 teams competed, but after a mid-semester presentation, only 3 were chosen to present to executives in NYC
Mentors
Each team was assigned a mentor who worked at Zenith, as well as received feedback from the Associate Dean of The School of Management

August 2019
All teams received a briefing deck from Zenith with the task of creating an omni-channel media plan for the launch of Air Wick’s product, Botanica.
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Objective:
Drive Awareness & Adoption
Get target consumer, who believes Air Wick’s products are made with chemicals, to buy a new, more natural, more premium planet conscious air care product.
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Tools

Gfk MRI University Reporter
Market Research

Asana
Project Management

Google Drive
Document Collaboration

Excel
Data Charting



