Trader Joe’s — Media Strategy Project (Fall 2022)

Tools: Microsoft Excel, MRI Simmons, SRDS Media Buying

• Developed a $5M spot TV media buy for Trader Joe’s 2022–2023 holiday campaign to increase brand visibility and drive in-store traffic

• Conducted market and audience research using MRI Simmons to identify key consumer segments and media consumption habits

• Built a comprehensive media plan utilizing SRDS Media Buying to determine optimal DMA selection, dayparts, networks, GRPs, and cost distribution

• Created a detailed Excel buy sheet to ensure budget accuracy, strategic reach, and effective allocation of advertising resources

• Delivered a final media strategy that remained within budget while aligning with Trader Joe’s seasonal engagement goals