Integrated Marketing Communications major Elena Chang ’21 took home second place in the 2021 Washington Media Scholars Foundation Media Case Plan Competition with her partner Yanelis Funez, a student from Pennsylvania State University.
The competition tasks students with creating a comprehensive media plan based on a hypothetical public policy issue using real-world data from leading national research and ratings firms.
Chang entered the qualifying round solo and was paired with Funez during the semi-final round. All participants were tasked with creating a media campaign for the fictional New England Tidal Power Company (NETPC), which was trying to create the first tidal power facility along the coastline, in a town called “Rodgersville.” The real-life data was based on the city of Boston.
The duo was given a $2.5 million budget and asked to choose media placements for a six-month campaign in order to ensure Rodgersville residents had a favorable/neutral opinion of NETPC.