Media Strategy and Activation

ADPR 3120: Media Strategy and Activation — A media planning course at UGA's Grady College focused on the strategic selection, scheduling, and evaluation of media vehicles to reach target audiences effectively. Coursework spanned key planning metrics (GRPs, reach, frequency, CPM, CDI, BDI), competitive spending analysis, media buying, and cross-channel strategy — applying industry tools and data sources to real brand challenges through a semester-long, comprehensive media plan developed in collaborative teams.

Griffin Museum of Science and Industry

Griffin Museum of Science and Industry is a comprehensive media plan developed for one of the world's largest science museums, built to drive family attendance and program enrollment across the Chicago market. The project encompassed a full situational analysis, target audience definition (parents of children ages 4–15), competitive spending review, and data-driven media objectives — activating a multi-channel mix of magazine, paid search, and transit and outdoor advertising to maximize reach, frequency, and seasonal relevance.