Our media planning and buying capabilities were forefront on behalf of a new product test for Kozy Shack in the Tampa local market. Our goal was to raise aided and unaided awareness for the test product in a short period of time.
Our first step was to research the best means of reaching the female target audience at the local level, and making a media plan recommendation that could be replicable on a larger scale.
Our plan utilized lifestyle and health-focused traditional media as a foundation for supplemental non-traditional media. Local broadcast, local cable, and local radio drove home the product message. We also negotiated non-traditional local internet and placed-based out of home media in recognition of the diversity of media needed to reach the target audience effectively and with sufficient frequency.