Advanced Media Strategy @ The Enterprise Level

This event is over.



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.




This is a 3 hour lunch session, beginning at 12:30 and running to 3:30 P.M.





Takeaway / Content Summary


Introduction to Session and Instructor


  • Session Objectives/Participant Goals



Your Role and Responsibility --Understanding Your Internal and External Organization and how it Positively and Negatively Impacts Outcomes of Planning Process


  • Not just good media plans
  • Level setting where your organization is and understanding what dynamics aid or impede positive outcomes
  • What works well and why
  • Proactive role you must play as stakeholder in improving and changing your company’s media
  • Developing a plan to broaden positive and alter suboptimal dynamics

Exercise: Small groups identify common issues that undermine planning process.  Groups work to identify solutions.  Group discussion



The Marketer’s Responsibility


  • Elevating the Media Briefing Process
  • Your role in establishing excellence
  • What good briefing looks and sounds
  • How sharply defined strategy impacts what comes back from the agency for planning inputs:




                      -defining role of online/offline

                      -communication goals

                      -creative considerations



Todays Media Environment and How to Determine What Should be Important to You


  • Staying current on media trends and developing a strategy on how to evolve media for your brand/service
  • Defining where your brands should be on the “Media Innovation Continuum”
  • Using the “Media Innovation Continuum” and your strategy as a litmus test for when jumping into the newest media makes sense for you
  • Identifying areas of focus in media where advancements should be enterprise wide and have “game/changing/competitive advantage” capability



Developing a Measurement Plan Approach for your Organization


  • Data does not make a measurement plan
  • Identifying measurements required.  Ways to identify what you don’t know but need to know
  • Connecting the dots between commonly used measurement tools within your organization -- Having a seat at the table for all advertising related company measurement issues
  • Putting a plan in place before the initiative starts


Digital Media Landscape


  • Understanding the landscape
  • Determining and prioritizing how paid, owned and earned matter to your brands
  • Determining how tactics and digital disciplines within owned, earned and paid buckets matter to your brand
  • Dimensions and development of a social media strategy
  • Organizational readiness to develop and implement, it’s not an afterthought



Application to the Real World


  • Key Takeaways
  • Turning workshop into framework to build and evaluate personal and departmental performance objectives
  • Q & A/Discussion