Media Scholars
The Media Plan Case Competition represents the cornerstone of the Washington Media Scholars Foundation. It challenges students to think strategically and dive into the deep-end of marketing impressions, numbers and budgets.
About the Competition
The Qualifying Round
The qualifying round includes a brief introduction to the basics of media planning and allows judges to determine those most able to submit a competitive media plan. During this round of the competition, students may work either individually or as a team of two.
Authors of the top 24 qualification round entries will be invited to participate in the 2019 Media Plan Case Competition. Of the 24 teams, six will be chosen to compete in Washington, D.C. for the National Excellence in Media Award and $16,000 in scholarships.
Case Competition
Teams of two create a strategic media plan based on a hypothetical public policy issue. Students work with actual, real-world data from leading national research and ratings firms to create a media plan that effectively reaches their target audience.
Some students may not have the knowledge or background necessary to create an in-depth strategic media plan. With that in mind, we have created a step-by-step guide to participation and a suggested reading list. A 15-minute tutorial is available to registered teams upon request.
Now all students, regardless of academic interest, have the opportunity to truly engage in this challenge; and potentially reach the Nation’s Capital for Media Scholars Week.
How To Apply
Register for the Competition
1
Registration for the 2019 Media Scholars Case Competition is open- Apply now!
Complete the Qualifying Round
2
This round takes approximately 2-3 hours to complete. The Qualifying Round opens on October 19, 2018, and closes on February 1, 2019. Qualifying Round materials must be submitted before 11:59 p.m. Eastern Time, on February 1, 2019. This portion of the competition may be completed as an individual if you do not have a teammate. If you qualify for the competition, the Washington Media Scholars Foundation will match you with a suitable partner to form a team.
Semi-Finalists Selected
3
Approximately 30 teams from the Qualifying Round will be selected by February 15, 2019. On this date, these semi-finalists will receive the official case and begin developing their Media Plans for the Case Competition.
Read the Documents
4
When the case is released to the semi-finalists on February 15, 2019, read through the documents and hold your first team meeting to create an action list and delegate tasks. Check out our suggested reading list for information on media planning and targeting and/or find a professor to mentor you through the process.
Submit your Media Plan
5
Submit your Media Plan via the form below before 11:59 p.m. on March 29, 2019.
Finalists Selected
6
Finalist teams will be selected and invited to participate in Media Scholars Week in Washington, DC (June 8-14, 2019). Finalists will receive an all-expenses-paid trip to DC, where they will present their Media Plans to a panel of judges. Throughout the week, finalists will take part in touring and networking with media companies and participate in a variety of career prep/professional development sessions with national experts and leaders.
Helpful Materials
2019 Case Files
The Qualifying Round
The qualifying round includes a brief introduction to the basics of media planning and allows judges to determine those most able to submit a competitive media plan. During this round of the competition, students may work either individually or as a team of two.
Approximately 30 semi-finalist teams will be invited to participate in the 2019 Media Plan Case Competition. Of these 30 or so teams, six will be chosen to compete in Washington, D.C. for the National Excellence in Media Award and $16,000 in scholarships.
We estimate that the qualification round should take teams 2 – 3 hours to complete.
Qualifying Round Steps
- Register to participate in the mini-case qualifying round.*
- Download all files for the competition here. This includes qualification round mini-case, PCCA Media Plan Excel Sheet, Media Plan Case Competition Glossary
- View the Qualification Round tutorial (made available to registered teams).
- Complete the Excel spreadsheet and supporting documents as directed.
- Submit your qualification round materials using the from above.
Due by 11:59 p.m. EST on February 1, 2019
If you encounter a problem with the online registration form, please email your name, university, major, graduation year and phone number to Info@mediascholars.org.
Reading List
For many participants, the media plan case competition presents the first opportunity to create an in-depth media plan for a campaign. This is not just a competition; it is full-fledged work experience of resume quality.
A number of undergraduates have explored shaping an independent study incorporating the competition. Since no independent study is without a reading list, and to provide background and insight on the process for every participant, we are sharing our suggested reading.
Campaign strategy
- Inside Campaigns: Elections Through the Eyes of Political Professionals
- By Will Feltus, Kenneth M. Goldstein and Matthew Dallek
- ISBN-10: 150633296X
- Campaigns and Elections American Style: Transforming American Politics
- By James A. Thurber and Candice J. Nelson
- ISBN-10: 0813344190
Media planning strategy
- Advertising Media Planning, Seventh Edition
- By Jack Z. Sissors and Roger B. Baron
- ISBN-10: 0071703128
- The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Communication Series)
- By Helen Katz
- ISBN-10: 0415873541
Digital media strategy
- Campaign 08: A Turning Point For Digital Media
- By Kate Kaye
- ISBN-10: 1441488464
- Brand Media Strategy: Integrated Communications Planning in the Digital Era
- By Antony Young
- ISBN-10: 0415873541
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Join in on the fun
Interested? Sign up for the next Case Competition to gain real experience in media and a chance to compete in Washington, D.C.
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