Ruta Maya Media Buying and Strategy Report Project
Created a media buying and strategy report for Ruta Maya, a Texas-based coffee brand sourcing coffee from Chiapas, Mexico. The project focused on developing a campaign strategy to expand brand visibility through multiple advertising channels.
Problem
The assignment involved selecting a Texas-based business and creating a mock advertising campaign. Ruta Maya was chosen because of its strong cultural identity and growth potential despite limited public exposure.
Research
Research showed that daily coffee consumption remains high among younger consumers. Because the campaign targeted Gen Z and Millennials, the strategy focused on platforms and media channels commonly used by those demographics.
Execution
The presentation received positive feedback for its audience targeting approach and detailed advertising budget recommendations across multiple media platforms.
Strategy
The campaign proposed a combination of digital advertising, sponsorships, and television placements to reach younger audiences. Additional recommendations included hosting branded events in high-traffic urban areas such as Dallas and Austin.