Strategimedia

Strategimedia: a combination of the words strategy and media. Yes, the word is fictional, but this one-word, six-syllable description of media planning brings simplicity to a complex task.

Lee Larson of Paulsen Marketing is a strategimedia type of guy. He is a media planner and buyer for Paulsen Marketing in Sioux Falls. His daily duties change constantly and depend on what plan is first priority at a particular time. He works with the account executives to hash out a plan to bring the budget, timelines and target audience in harmony with one another. Once plans are approved, Larson starts negotiating and contracting with media outlets.

One of his favorite projects to work on was for South Dakota’s Corn Utilization Council’s “True Environmentalist” campaign. Larson said he planned, negotiated and purchased all the media for the campaign. He planned for a variety of media including: broadcast TV, cable TV, radio, cinema, newsprint, specialty print, digital online, and billboards.

Larson had some words of wisdom for college students looking into media planning as a career. Check mark number one: you like math in a way you can simplify complex data for non-media people to understand. Check mark number two: you have an open mind. Check mark number three: you are an analytical, detail-oriented and strategic thinker.

Now all you strategimedia type of people, consider going into media planning for a career and remember the words of Lee Larson, “Creativity doesn’t come from copycats.”

Robert Sharp & Associates and Social Media

Agency presence in social media is quickly expanding. Agencies now have Twitter, Facebook, Youtube, Flickr and blogs on top of their own website. One agency in South Dakota on top of the social media world is Robert Sharp and Associates in Rapid City.

When you first go to their website right on the homepage are three columns, one with Flickr photos, one with their latest tweets and one of YouTube videos through BBM Studios, a branch of RSA. At the bottom of each column there is a link to each of the pages. With the click of a button you can view their pictures and videos or log-in and start following their tweets. By going further into the site under employment there are even some links to employee Twitter pages.

YouTube and Flickr are great ways to get consumers involved. Text can easily be skimmed over and ignored. Pictures and videos capture your attention. They also show who is working at RSA and some of their company culture. The feeds not only include information about the agency, but also pictures of their employees, both in the office and outside having fun.

Another unique thing I found was the RSA blog, which is accessible through their website. They not only post about media related news, but also helpful topics and generally fun topics. Titles range from “2010 Marketing Predictions” to “5 Ways to Improve Your Customer Service.” It’s just a neat thing to know that the people at RSA are real people. They have fun, they have concerns outside of the marketing industry, and I think that makes it much easier for students to want to work with them. Plus, you can’t market a product (like social media) you don’t know how to use!