Initiative's Summer 2016 Residents created a media plan targeting millennials for the 2017 media calendar
Our plan required extensive planning and research, so we set up each task with a clear purpose
Research sources included secondary reports (e.g. Mintel), analyzing Simmons survey data, and reviewing target behavior from our own database
KPI's were at the center of our entire media plan. Evaluations came from cross channel response attribution analytics & media plan optimization software
Our media was formulated specifically for millennials and was based on Initiative's media tools provided by Kantar and Nielsen
The creative ideas we pitched aimed to engage our target. Based on the budget we received, the reach and impressions were forecasted
The plan was pitched to Initiative's global Amazon team, and the ideas were brought to the client.
See more of my work at Initiative here.