I think this is the most exciting time in agricultural communications that I’ve ever seen! I’ve been involved in presentations and discussions today in the Des Moines area that I wish I could have recorded. The questions being asked and the options to reach farmers being discussed are revolutionary. Speaking of revolutionary how about this announcement from Osborn & Barr Communications?
Recognizing the impact of today’s media technology and its impact on delivering innovative solutions, Osborn & Barr has redefined the role of its media department.
Wow! “today’s media technology,” “impact,” “redefined.” There’s more . . .
The media staff provides interactive solutions and ideas on strategic tie-in opportunities in addition to strategic advertising planning and placement to ensure that brand building and brand maintenance maximize the effectiveness of communications. As data and metrics allow media professionals to better pinpoint specific vehicles and methods to target niche audiences, media departments have an increasingly important role in the successful execution of communications plans as well as the growth of clients’ businesses.
“interactive solutions,” “niche audiences.” I love it.
“Twenty-five years ago, when there were only three networks, it only took an average of five hits with a television spot to reach your target audience,” explains Joe Osborn, president of Osborn & Barr Communications. “Today, target audiences are fragmented, and it is critical to develop and analyze data to segment audiences according to viewership and readership. We research new, efficient ways to reach the target audience and motivate them to the desired response.”
“audiences are fragmented,” “segment audiences,” “new,efficient ways to reach the target audience.” Right on Joe!
So without speculating on what all these things mean (call me, I’ll speculate with you), how are they going to get this done? For one thing they’re bringing on new staff to help them reach these objectives.
Courtney Floresca joined Osborn & Barr as media supervisor, bringing her expertise in management, planning, research and sales for national accounts. Well versed in sales strategies and sales goals, Courtney analyzes and negotiates buys based on efficiency, selectivity and environment. She has 13 years of advertising experience on the agency and media sides of the desk, including many successful years in television and radio sales.
Nancy Schiera was hired as media team leader for Osborn & Barr. Her experience in planning and developing regional and local marketing plans for home products is an asset to Osborn & Barr’s growing home products and services segment as well as the agency’s John Deere account. As an account executive and senior media planner and buyer for Gish, Sherwood & Friends in Nashville, Tennessee, Nancy negotiated network, cable, radio, outdoor and print for clients such as Carrier and Bryant Air Conditioners and Furnaces. Prior to that, Nancy was a senior media buyer for Leo Burnett U.S.A. in Chicago, Illinois, where her clients included such well-known brands as Ameritech, Amoco, Kellogg, Hallmark and Maytag.
McKenzie Francis was hired as a media assistant. McKenzie has worked in account management and sales for Clear Channel radio in St. Louis, where she was responsible for establishing and servicing accounts, securing sponsorships for station events and scheduling advertising campaigns.