Whole Paws Media Plansbook

The Reason: In the winter of 2020 I was enrolled in an Advertising Media Planning course. For our final project we were to create a full media plansbook for Whole Foods’ line of pet food and supplies. I worked in a team of 6 to research, plan, write, and design a complete media plan to address Whole Paws’ marketing challenge of recently being discontinued.

The Pay Off: This project challenged me to integrate my knowledge of media planning into a real-life situation.

The Strategy: To effectively reach our target audience of holistic pet owners we chose to advertise digitally through streaming services and social media (primarily Hulu and Instagram). We utilized effective frequency strategies surrounding promotional periods and recency scheduling as our strategy.