2012 The “Yes” Media Plan for Proposition A

Thirty semi-finalist teams developed a $4 million media plan to promote a “Yes” vote on Proposition A. The hypothetical ad campaign was financed by the Pacific Coast City Cultural Association. The voters of Pacific City would go to the polls in six months to vote up or down on a $900 million bond issue to improve and endow the city’s cultural institutions.

The 2012 case inspired the closest competition in WMSF history. Judges made room for a seventh team to become finalists and participate in Media Scholars Week in Washington.

2011 Media Plan Case Competition

The 2011 registered teams developed a strategic media plan on behalf of Voters for Local Online Choice, an ad-hoc coalition that was urging a “no” vote in a referendum election. The main antagonist in the 2011 case study, Ryan Mellis, was tasked with developing the right mix of media (paid communications and advertising) to turn out the target voter.

Teams of two had $2 million to distribute prior to election day. A great deal of money, but nothing compared to the millions of dollars in government contracts at stake should Ryan not come through with a solid media plan.

2010 Media Plan Case Competition

2010 Media Plan Case Competition participants assumed the role of Jane Powell, the newly hired campaign manager for Gadget International, creating a media plan that they would submit to “Gadget’s senior management” for approval.

Before the narrative and creative portion of the advertising strategy could be discussed, “Jane” first needed an overall media plan and budget approved. With a budget of $1.5 million to $2.5 million, “Jane” created a month-by-month advertising strategy, which would tip the referendum under consideration in this low-turnout election, in her — and Gadget International’s — favor.

Written submissions were thoroughly evaluated and the top six media plans became the strategy teams’ tickets to Washington, DC and Media Scholars Week.