My team and I created a media plan book for our client TrackTown USA, a nonprofit organization headquartered in Eugene, Oregon. We used research to create a PEST (political, economic, social-cultural and technological) and SWOT (strengths, weakness, opportunities and threats) analysis. We created goals, objectives, strategies and tactics to increase awareness and attendance at TrackTown USA’s upcoming event, the 2020 Olympic Trials. We allocated its budget to our media channels and created a detailed timeline. We wanted to target local Eugene residents and University of Oregon students as probable audiences. Lastly, we identified a crisis plan for COVID-19. Noted below is our slide deck that we presented to our client and attached is our full media plan book.
