Channel Planning

In the Channel Planning course, students formed teams to work on a case study involving Snapple. My team's agency was called "Snappy Frogs," and had the honor of being named the winning group, with the best plan.

We were given a $40 million budget for the media placement in a mock campaign that would take place in 2017. My group used a mix of traditional and nontraditional channels to meet the needs of those in the company's brand loyal "Heartland" and those who may not be as aware in the "Nonheartland." There was a broad target audience that ranged between the ages of 18 and 49.

Snappy Frogs Media Plan.pdf

My group conducted secondary research to create a situation analysis, then formed media objectives and strategy. We worked on flowcharts that laid out exactly how much money would be devoted to each media per month and represented our media mix through pie charts.

We planned a stairstepping frequency pattern with the highest advertising in summer months, which matches the product purchase cycle. Snappy Frogs decided to spread the budget amoung TV, print, outdoor, digital radio, and online display advertising as well as on promotional and in-store activities and social media.

For more information, please see the PDF of the final plan.