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Media
Planning & Buying
SRDS Volkswagen Media Plan
For my SRDS Volkswagen Media Plan project, I was tasked with developing a detailed promotional campaign for Volkswagen.
I began by identifying Volkswagen's target market, extracting key demographic and psychographic information from MRI Simmons.
I then utilized SRDS to further analyze demographic data relevant to our chosen audience.
My responsibilities included crafting media objectives and SMART goals tailored to this demographic.
I also selected specific channels and platforms across various media vehicles, ensuring alignment with the target market's preferences and behaviors.
Additionally, I researched and chose appropriate media vehicles within two different Designated Market Areas (DMAs) to maximize reach and impact.
The campaign was designed to enhance brand recognition and engagement, leveraging data-driven insights to strategically position Volkswagen in the marketplace.
Magazine Planning & Buying
For a media planning course project, the task was to devise a promotional campaign for a brand of our choice.
Selected Brand: Girlfriend Collective, an eco-conscious activewear brand.
Developed campaign objectives and SMART goals independently.
Identified the target market using MRI Simmons.
Researched potential media placements through SRDS.
Media Selections:
Magazines: SHAPE, Women’s Health, Cosmopolitan, Real Simple, Magnolia Journal.
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Aligned with the values and lifestyle of the target demographic.
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Campaign Details:
Timeline: February to May 2024.
Budget: $3.5 million.
Target Audience: Environmentally conscious women aged 18-24.
Slogan: "New Year, New Gear, New You."
Objectives:
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Enhance brand awareness.
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Drive online traffic.
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Encourage sustainable fashion choices.
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Increase sales by 6% by the end of May 2024.
