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Media Planning.

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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. 

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December 2019 

After 100+ hours of work developing our media strategy plan, we pitched it to the agency’s top executives in their NYC office. 

 

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Later that day, our team was announced as the 1st place winners of Zenith's 2019 Strategic Media Planning case competition! 

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Competition

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Client

Zenith's client:

Reckitt Benckiser,

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

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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

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Gfk MRI University Reporter

Market Research

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Asana

Project Management

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Google Drive

Document Collaboration

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Excel

Data Charting

Final Slide Deck

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