This Media Communication Strategy RFP was a hypothetical group project completed for my advertising and media planning class in the Moody College of Communication.
The directions were as followed:
Formally prepare media recommendations in a pitch in late spring for the Tomlinson’s media business as they expand their fun and distinctive business into Durham, North Carolina. My role in the project was the Account Planner. The quantitate goals of this campaign was to gain 50% awareness of the Tomlinson's name after the first eight weeks of operation, 25% familiarity with the general new store location amongst the target market, and raise brand awareness to 75% by the end of the campaign year. In addition to these goals, the campaign needed to be designed to attract an average of 35 visitors a day on weekdays and 75 on weekends with an average check size of $55 a visit. These results should steadily increase by 15% by the end of the campaign year.
