Projects
media strategy project
In my Media Planning course, my group was tasked with developing a strategic plan to support Amy’s Ice Cream as it prepares to open a new location in Ann Arbor. The project focused on research, audience insights, and media strategy to help the brand connect with the local community.
Project Scope and Details
understanding the market
Before developing our strategy, we researched the Ann Arbor community to understand the local environment Amy’s would be entering. We analyzed demographics, income levels, lifestyle trends, and consumer behavior to identify who lives in the area and how they spend their time. This research helped us understand not just who the audience is, but what they value.
defining the audience
Using our market research, we created detailed personas to represent the groups most likely to visit Amy’s Ice Cream. These personas helped us move beyond broad demographics and think about real people, including their routines, motivations, spending habits, and goals. By defining the audience this way, we were able to design messaging and experiences that feel relevant and personal.
empathy map
To better understand how our audience thinks and behaves, we created an empathy map that explores what they say, think, feel, and do. This helped us identify key motivations behind purchase decisions, such as seeking small indulgences, valuing walkable experiences, and wanting places that feel local and authentic. These insights guided many of our strategic recommendations throughout the campaign.
competition analysis and landscape
After defining our audience, we analyzed the competitive environment to understand where Amy’s Ice Cream would fit within the Ann Arbor market. We evaluated both national chains and local dessert shops, looking at pricing, branding, customer experience, and positioning. This helped us identify opportunities for Amy’s to stand out by emphasizing its unique flavors, playful brand personality, and strong community presence.
Event coordination
The Ann Arbor Film Festival was chosen as a key event because its audience closely matched our target market and provided strong opportunities for local visibility. The plan focused on building awareness before the event, engaging attendees during it, and driving store visits and loyalty afterward through promotions, social media, and in-store activations.
outreach plan
We developed a media plan that combined paid, owned, and earned channels to build awareness and drive traffic. Each tactic was designed to connect with the local community and support the overall campaign strategy.
