Media Strategy

This event is over.

#	Module	L.E.A.D. Learning Approach	Time	Learning Experience Summary
1	Setting the Stage	Learn	0H:15M 0H:10M	Session Objectives Group–Identify Media Pain Points – Catalog, Refer to throughout Day
2	Media Planning & The Marketer’s Responsibility	Learn	0H:35M 0H:20M	Media Planning-It’s Role, It’s Job, How to Think About it Elevating Briefing Sharp Brand Strategy – Why it Matters, How it is the Framework for All Media Decisions
2	Media Planning & The Marketer’s Responsibility	Experience Apply	0H:15M	Group Interaction to build Sharper Brand Strategy Group exercise to build what belongs in the Media Briefing Process
3	Media Language & Concepts	Learn Experience	0H:45M	Building block live examples of core media concepts. How to understand, how to use
	Break		0H:15M	Coffee / Smartphone
4	Media Planning Foundations	Learn	0H:30M 0H:20M	Connecting Marketing Strategy to: Competitive & Target Geography & Seasonality Creative Considerations
		Experience	0H:10M	Live examples bringing concepts to life
		Apply	0H:20M	Target Development exercise using fact based fictional brand
	Lunch		1H:00M
5	Setting Media Communication Goals	Learn	1H:30M 0H:20M	Discover and connect the Key Ingredients that improve what is highly elusive – Quality Communication Goals Building Proprietary Knowledge about what drives in market performance Understanding how media works
		Experience	0H:10M	Case studies, examples bringing communication goals to life & illustrate connection to Brand Strategy
		Apply	0H:20M 0H:15M	Fictional Brand Communication Goal Setting Exercise
6	Quantity vs. Quality	Learn	:15M	Understanding the Fundamentals of Quality vs. Quantity Trade-Offs
		Experience	0H:20M	Dimensions of the many types of Media Quality Marketing Strategy can help select the right Quality dimension for you
		Apply	0H:15M	Exercise – determine how to prioritize Quality considerations
7	Development and Evaluation of An Integrated Plan	Learn	0H:20M	Integrating Online & Offline is not Easy Understanding how online is guided by your strategy and can enhance your plan Strategically defining the roles for media, especially online – Why It Matters
		Experience	0H:15M	Using your Marketing Strategy as a Guide to Evaluate an Integrated Plan
		Apply	0H:20M	Integrating Online/Offline Exercise
	Break			Coffee / Smartphone
8	Developing A Measurement Plan	Learn	0H:20M	Data does not make a measurement plan Think “Knowledge Plan” Putting a plan in place before the Initiative begins
		Experience	0H:15M	Using Your Marketing Strategy and Objectives to: Identify the measurements required Identify what you need to know
9	Learning Reflection and L.E.A.D. Action Plans	Recap	0H:20M	Tieing It All Together – Real Life Application – Q&A

Instructors

Steve Palmisano

Steve Palmisano is the founder of AdElevate, a media consulting company he launched in 2012 that leverages his deep experience for clients who do not possess in-house, senior-level media expertise. Steve began his career in media planning at Y&R in 1981, moving to the client side after launching Advil, then the largest Rx-to-OTC launch. Promoted to advertising director for Whitehall Laboratories in 1987, he went on to have many operational responsibilities within the company’s in-house media buying agency. In late 2010, at what was now called Pfizer Consumer Healthcare, Steve reshaped the company’s marketing services vision, which included reporting responsibilities for the Customer Contact Center, Medical Marketing, and a Promotional Review team. Steve is a member of the ANA Faculty who brings with him a long history of collaboratively driving strong dominant brands in both general and multicultural markets.