For this project, I worked as the strategist and media planner. Our goal was to show how Vessi, a native Pacific Northwest (PNW) shoe brand, could create “real” change around sustainability and environmental justice through communicating with a rational and emotional approach the consequences climate change has on West Coast cities, including Portland, Seattle, and Los Angeles.
I used strategy exercises such as media stories and empathy mapping to develop our brief. I then created a media plan to explain what channels were best suited to reach our target audience, how much each of these channels would cost and for how long each would run. I justified all of the points made with data and statistics on a number of secondary sources. The various aspects to this media plan include our objectives, channels, channel costs, key groups, total budget, measurement plan, schedule and timeline.
