I have been educated in media research, media planning, media buying/selling, and in new media development. In addition to my formal media and business education and illustration/fine art pursuits, I have supplemental experience in brand consulting, creative direction, B2B communications, social media marketing, and production.
As a media specialist, I help brands understands themselves better, ensuring that consumers better understand brands. This is achieved by providing media plans consisting of insights, logistics, and recommendations. As a creative, I use strategy as a base for an intuitive and engaging campaign.
Media Strategy Summary
Media plans consist of thorough primary and secondary research that determines all insights and recommendations. Insights include: an analysis of the business location/s, the identification of primary & secondary competitors, and a finely tailored target audience (using demographics, as well as psychographic and behavioral factors).
Plans then use research and insights to determine proper brand messaging (or voice) for a business and an effective mix of media vehicles to deliver the brand message to the target audience.
Media vehicles include: OOH (experiential marketing), print, broadcast, radio, online (SEM/SEO or social media), video, mobile, etc.
In addition to insights and logistics, the media plans provide meticulous media scheduling (short and long-term) and a precise budget breakdown that presents exactly how much should be spent where. Finally, the plans determine the most appropriate KPI’s, guaranteeing trackability and accountability.
Budget breakdown consists of breakdown by time period, reach, frequency, etc.
Cost calculations include: CPP, CPM, CPC, CTR, CPA. etc.
KPI's include: Impressions, conversions, shares, etc.
Overall, I encourage a research-based, consumer-centric mentality, helping businesses understand how consumers think. By providing long-term plans that anticipate possible shifts in consumer culture and the economy, I can help form meaningful, long-lasting relationships between businesses and consumers.