Les Schwab
The Ask: Create a media plan for the client, Les Schwab, that aims to increase brand awareness and secure new long-term customers among individuals in the 18-35 age group, who are living in the Portland, Eugene, and Seattle areas. The budget allotted for the plan is $4 million.
The Work: The direction of the media plan looked to showcase Les Schwab as a brand looking to establish reliability and foster trust with their customers. While a group project in collaboration with classmates, my role in project mainly focused on audience and trend research. I also gathered and identified insights to aid in deciding what media mix strategy will effectively reach the target audience. Out-of-home advertising ideas such as eSports-related events and drive-in movie theater collaborations with the brand were proposed. Then I worked with team to finalize media mix, establish tone, the budget distribution to each media, media timing, and distribute topic sections for each member to focus their research on. Lastly, I created and presented slides on billboards, transit, social media, and drive-in movie theaters (slides 12, 14, 17, 19). My classmates also helped with research, deck design, and ad mockup creation. After completing the project, we had the opportunity to present the final plan to Les Schwab employees and received feedback afterwards.
The Team: Crystal Franklin, Marlee Perron, Noah Bootz, and Michael Poon
Media Plan Deck
