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.
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.
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.
After a mid-semester presentation, our team was selected to continue to the final round of evaluation.
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.
Later that day, our team was announced as the 1st place winners of Zenith's 2019 Strategic Media Planning case competition!
Competition
Client
Zenith's client:
specifically working on the brand Air Wick's 2020 product launch of Botanica
Time Frame
Case was introduced to teams in August 2019, ending in December 2019 with final presentations
(4 months total)
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.
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.
Tools
Gfk MRI University Reporter
Market Research
Asana
Project Management
Google Drive
Document Collaboration
Excel
Data Charting
