The Genome Platform launch’s media plan also included print and digital components (along with the 2 billboards). Tasked with getting the IO signed to pitching the concept, I had to get senior management on board with the media plan. The print campaign ran in Advertising Age and Wired Magazines. I pitched the “new standard” concept to our CEO with the idea that the Genome Platform s a standard in advertising and they could stop utilizing indices to create their own marketing plans.
Tactics
- Choose relevant magazine issues to introduce Genome Platform
- Pitched ideas to CEO for approval
- Create and refresh print ads in a timely manner
Results
- Signed with multiple print ads between June 2011 through December 2011
Project Details
Dates: June 2011 – December 2011