Date & Time:
October 15 · 12:00PM — 1:00 PM
This event is Members & BOI Coaching Clients ONLY.
At this event, Indy Chamber members share valuable information, providing entrepreneurs and business owners with the essential resources they need to thrive.
MASTERCLASS TOPIC: Media Planning – Principles & Priorities
CLASS DESCRIPTION:
This masterclass is designed to help you make smarter media investment decisions in today’s fragmented advertising landscape. With limited budgets, time, and resources, many businesses struggle to know where to spend and how to measure success. This session will break down core principles of effective media planning, budgeting strategies, and common pitfalls to avoid, while providing actionable steps to maximize impact and return on investment.
KEY TAKEAWAYS:
By the end of this session, we will address topics like how to:
- Set clear business objectives and align media choices to help drive awareness, leads, or sales
- Identify and prioritize the right channels based on audience insights, cost efficiency, and measurability
- Balance short-term wins with long-term brand growth through smart campaign planning
- Avoid common mistakes such as spreading efforts too thin, chasing trends, or neglecting data-driven insights
SPEAKERS:
Liz Robinson
Vice President of Media
Liz brings nearly 20 years of industry expertise to her role as Vice President of Media. Since joining The Basement in 2018, Liz has played a pivotal role in establishing & growing the Media team from just a few members to a thriving department. With a degree in Psychology, Liz approaches media strategy through the lens of consumer behavior, using research and analysis to drive consumer engagement. She believes in pushing the boundaries, asking insightful questions, and uncovering creative solutions in even the most data-driven environments.
Abby Fountain
Associate Media Director
Abby is an accomplished advertising professional with 18 years of experience spanning awareness, retail, and demand generation campaigns. She has led both local and national initiatives, partnering closely with clients to deliver results at every stage — from upfront research and strategic planning to campaign execution and performance analysis. A graduate of Ball State University, Abby brings the same dedication she shows in her work to her love of college sports, especially Indiana University basketball.
Lizzy Morehouse
Associate Media Director
Lizzy started her career at Razorfish Seattle, working on the Hulu brand awareness and lead generation initiatives. She went on to lead media strategy for clients like Regence Blue Cross Blue Shield, Hydro Flask, and Osprey backpacks at Seattle’s Cole & Weber, now known as VML Seattle. Since joining The Basement in 2022, she has led the strategy & execution of key media campaigns and has played a key role in growing our partnership with Indiana University. Based in Portland, Oregon, she’s always up for a conversation—whether it’s about the latest pop culture buzz, the power of video and native media, or, even better, both.
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