The problem
Reach two different audiences for one film.
Diffraction needed to connect with younger viewers as well as veterans and adults. As Media Planner, I needed to decide where to reach them and how media placements would fit within the overall campaign budget.
The research
Use the data to choose audiences and markets.
I used MRI Simmons research to guide targeting for kids ages 10-14 and veteran and adult audiences ages 30 and older. Geographic research helped shape the plan for Chicago, Austin, and Dallas.
The decision
Combine online media with outdoor placements.
I planned a mix of TikTok, YouTube, Meta, Roblox, Tubi, podcasts, billboards, and bus shelters. My media choices supported the team's campaign message, Someone has to care, while giving both audiences ways to encounter the film.
The solution
Plan media within the larger campaign.
I developed the channel strategy, selected markets, and planned media placements within the team's $5 million overall campaign budget. The flow chart and budget breakdown connected those placements to the wider campaign.
The outcome
A media plan for the final campaign presentation.
My media strategy, market research, and media budget recommendations became part of our seven-person team's final capstone presentation. The $5 million covered the proposed campaign overall, not just media placements. It was a planning budget, not actual spending or a campaign result.