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Media Strategy

This event is over.
Begins:Wednesday, May 14, 2014 at 8:30am
Ends:Wednesday, May 14, 2014 at 5:00pm

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Steve Palmisano

Steve began his career in media planning at Y&R in 1981, moving to the client side in ’85 after launching Advil, then the largest Rx to OTC launch.  Promoted to Whitehall Laboratories Advertising Director in 1987, Steve’s role from then on has always included leading the OTC/Supplement division’s U.S. media teams.  In the mid 90’s, Steve took on reporting responsibilities for Digital Marketing and Media, continually re-shaping those teams to stay in front of ever changing digital marketplace.  He also from the mid-90’s on,  had many operational responsibilities within the companies in-house media buying agency.  In 2006, his role expanded to include International Media.  In late 2010, at what was now called Pfizer Consumer Healthcare, Steve reshaped the companies going forward Marketing Services vision which included reporting responsibilities for the Customer Contact Center, Medical Marketing and a Promotional Review team.  Steve also redesigned a Global Graphics/Package Design Dept. and helped determine a new Consumer Promotion reporting structure to optimize marketing synergies.  He has a long history of collaboratively driving strong dominate brands in both the general and multicultural markets. 

In 2012, Steve launched AdElevate, a media consulting company that leverages his wide array and deep experience for clients who do not possess in-house senior level media expertise but are committed to excelling in all forms of media.






Takeaway / Content Summary


Introduction to Session and Instructor


  • Session Objectives-Develop strategic framework to advance marketer’s managerial and decision making approach to media / Participant Goals
  • Exercise: Participants define what they believe media planning is.  No right wrong response, confidential input.  Brief discussion/natural segue to Modules 2-4


Media Planning


  • Its Role
  • Its Job
  • How to Think About it


The Marketer’s Responsibility



  • Elevating the Media Briefing Process
  • What good briefing looks and sounds like
  • How sharply defined strategy impacts what comes back from the agency


Media Language & Concepts


  • Common language and concepts presented in non-definitional manner
  • Exercise: Identify in small groups media concepts trickiest to master.  Pre-session input along with group input will feed instructor discussion. 


The Media Planning Process


  • Marketing centric prism will be used to demonstrate how to develop and employ inputs to best lock into brand marketing strategy
  • Competitive, robust Target Audience section illustrates how brand strategy shifts impact target development
  • Geography, Seasonality linked to marketing strategy
  • Communications Goals-deep dive illustrating media dynamics linked with understanding of in-market performance informs identification of communication goals
  • Creative considerations
  • Exercises: One at completion or one after target audience and one at completion of all planning inputs (time dependent).  Participants identify how shown approaches would change/impact next planning cycle for their brand.  Discussion.


Development and Evaluation of an Integrated Plan


  • Integrated online and offline
  • Defining roles for media types and online and offline media. Why it’s important.
  • Using your marketing strategy as a foundation to evaluate an integrated plan. 
  • Exercise: Small groups discuss successful and unsuccessful integrated planning processes.  Discussion on common positive and negative influences.


Development of a Measurement Plan


  • Data does not make a measurement plan.
  • Think “Knowledge Plan”
  • Identifying measurements required. Ways to identify what you don’t know but need to know
  • Putting a plan in place before the initiative starts


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


  • Level setting where your organization is and understanding what dynamics aid or impede positive outcomes.
  • Developing a plan to mitigate harmful dynamics


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 brand 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


Digital Media Landscape


  • Understanding the landscape
  • Determining and prioritizing how paid, owned and earned matter to you.
  • Investing, measuring and evolving those elements that matter the most.
  • Exercise: Individuals identify what excites them the most regarding the untapped role digital could be performing for them.

What might they need to do to harness that untapped potential

Small Groups offer each other ways to improve how that untapped potential can be realized.

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