I am married with two children and reside in Chesapeake. I am a 1984 graduate of Old Dominion University with a degree in business. I am active in my church and enjoy spending time with my family, golf, ODU basketball and football.
With over 30 years of experience in media planning and buying, I believe a more personal approach is best in working with clients. Understanding our clients needs is paramount to helping them attain their marketing and business goals. After all, we are in the relationship building business.
I started as an intern at Lawler Ballard Advertising in 1984, working up to media buyer and doing some planning. After my time at LBA I spent a year in Baltimore at Richardson, Myers & Donofrio as a media buyer/planner. In 1987 I came back to the area working at Barker, Campbell, Farley & Mansfield, where I became a media supervisor. From BCF I moved on to become media director of Spirit Cruises in 1992.
My account experience over the years has ranged from retail to banking to healthcare to animal health products. I have planned and bought for clients such as Hampton Convention & Visitor Bureau, Rutter Mills, Miss Utility, Spirit Cruises, One Hour Air Care, Hampton Roads/Southside Harley Davidson, Colonial Chevrolet, Central Fidelity Bank, Sentara, Merck Agvet, Checkered Flag, United States Department of Agriculture, Old Dominion University Athletics and Virginia Beach Tourism.
As a media planner it is essential to listen to the client as he/she identifies their goals, objectives and target audience. This prevents wasted effort by both parties and ensures that the media plan compliments the client’s marketing goals and objectives.
After establishing the target audience, I review the various media options available and determine which media will enable the client to meet its awareness and sales goals. Once the media are selected I move onto individual vehicles. These media vehicles are then analyzed based on cost per thousand or cost per point and relevant content. From this I will select the most cost efficient and appropriate media vehicle. This does not mean that the most efficient or least expensive is always selected. Sometimes a media vehicle, which is slightly less cost efficient, is selected due to exceptional content or programming. From there I believe you continually monitor and adjust buys based on the client’s needs and market conditions.
Keeping abreast of the changes in media and marketing, which means that digital advertising and what is happening on that front is as important as using proven traditional media. Both new and traditional media are important components that ensure the client’s advertising is efficient, well thought out and effective.
Bottom line is that the media planning process starts and stops with listening to the client. That means listening to the client and their needs while keeping them part of the process. This limits the non-productive use of time and effort.