Media planning is a more recent focus for me, but it’s quickly become one of the areas I enjoy most. I naturally gravitate toward media-focused roles in group projects, where I can apply my strengths in data analysis and organization. I’m comfortable working with budgets, quintiles, and DMA-level planning, and I often take the lead in building out the full media strategy using tools like Microsoft Excel to ensure accuracy and efficiency.
Beyond the numbers, I’m especially interested in the strategic side of media, thinking through where and how a message shows up to make the greatest impact. I enjoy developing unique activations and placements that feel intentional rather than forced, and that align closely with both the audience and the overall campaign idea.
Media Campaign
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MRI Simmons
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Microsoft Excel
Our team, Chew On This Media, developed a multimillion-dollar media plan for Snickers, alongside a launch strategy for a hypothetical Snickers dessert topping. Under the guidance of Jim Helberg, CEO of RPA, we built the campaign from the ground up using data-driven insights. We identified and defined our target audience through MRI-Simmons data, developed detailed personas, selected priority DMAs, and established clear communication objectives. From there, we created a full-funnel media strategy and comprehensive budgets for both products, aligning each decision with audience behavior and campaign goals.
I led the nine-person team across both campaigns, staying deeply involved in every stage of the process. From early persona development to big-idea creation, I played a hands-on role in shaping the direction and execution of this winning campaign. I took ownership of all data-driven strategy, pulling and analyzing insights from MRI-Simmons and guiding my team on how to interpret and apply those findings effectively. I also identified target DMAs by calculating BDI and CDI from sales data, analyzed media quintiles by breaking them down across target skews, and independently developed all four campaign budgets.
NSAC Media Plan
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MRI Simmons
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Microsoft Excel
The National Student Advertising Competition (NSAC) is an annual, nationwide competition in which more than 100 student teams develop a fully integrated advertising campaign for a real client, simulating the work of a professional agency from research to execution. This year, our client was the National Football League, which challenged us to create an umbrella campaign promoting its youth wellness initiatives, including NFL Flag Football, Fuel Up to Play 60, and the Character Playbook. Our task was not only to raise awareness of these programs, but to unify them under a single, cohesive message that would resonate with young audiences, parents, and latino communities while reinforcing the NFL’s broader commitment to youth health, character development, and active lifestyles.
I served as the sole media planner on our 15-person team, leading all aspects of the media strategy. This included developing quintiles using MRI-Simmons data, defining channel and overall media strategy, selecting DMAs, planning creative activations, and managing the budget and flighting.
Included are pages from the plans book that I both wrote and designed, along with supporting materials I created to help my team better understand and apply the data. The first slideshow highlights my process for building quintiles and key insights from MRI-Simmons. The next outlines my DMA selection methodology, where I scored markets using information from the census. Finally, I’ve included a budget snapshot and flowchart to illustrate overall allocation and timing, all linked below.
Password protected? Try: NSAC2026​
Media Plan
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MRI Simmons
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Microsoft Excel
For my advertising capstone, my team, Wheel Deal, was tasked with developing a fully integrated umbrella campaign for American Honda Motor Co. in support of its partnership with the LA28 Olympic and Paralympic Games. Over the course of the semester, we executed every stage of the campaign development process, from conducting market research and developing the overall strategy to creating the media plan and producing the final creative campaign.
For this campaign, I developed the entire media strategy, including establishing media objectives, analyzing and interpreting quintile data, selecting target DMAs, building the flighting and scheduling strategy, determining the media mix, developing placement recommendations, and creating the $60 million media budget. My approach emphasized unique, high-impact placements that showcased Honda's partnership with the LA28 Olympic and Paralympic Games while reinforcing the brand's relevance across both events. A key component of the strategy was leveraging Honda's existing partnerships, including the NHL, the Rose Bowl, and Topgolf, to create integrated, authentic touchpoints that extended campaign reach and strengthened audience engagement. To view the media plan and media mix in depth, check out the campaign book linked below along with the budget spreadsheets.
Media Strategy & Boring Stuff - includes pages from final campaign book + presentation slides.
Creative Tactics & Execution - includes pages from final campaign book.
Media Plan
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Microsoft Excel
The Digital Marketing Competition is a bi-annual national competition in which student teams from universities across the United States develop a full digital marketing campaign for a real client. Our client was Plantennas, an innovative agricultural product that integrates RFID technology into plant pots to help track and monitor plant health. Our team was tasked with identifying a target audience and building a complete campaign tailored to their needs and behaviors. These slides are drawn from my final portfolio for my Digital Marketing capstone course.
I served as the group lead for both the overall presentation and the media plan. Although this project was completed prior to taking Ad Media, I independently developed a well-supported budget, including ROI projections, and built a strategic flighting schedule by synthesizing insights from multiple research sources. This experience reflects my ability to learn quickly, apply data thoughtfully, and deliver a cohesive media strategy even without formal training at the time.