Media Planing

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Jane Byram, Media Planner

Jane has 16+ years experience in successful media strategy, planning, and buying for tourism accounts, including the Austin CVB and San Antonio CVB’s national and Texas drive markets. Other tourism accounts include Hyatt Regency Lost Pines, Hyatt Regency Hill Country, Nebraska Division of Travel & Tourism, Hilton Austin, and Bastrop Marketing. She also handled the media planning and buys for Baylor University’s student recruitment, alumni, and donor relations programs for 10 years, so she is well familiar with the community of Waco.

Jane currently handles the media planning and buying for 19 medical clinics in 6 markets. Prior to that, she spent 15 years as media director at an Austin ad agency, heading a team of 25 that she led and trained for media research, analysis, strategy, planning, negotiating, buying, trafficking, maintenance, invoice reconciliation, and post-buy analysis.

She has bought media for budgets from $1K to $75M, and she knows how to plan the most effective media buys for the largest return on your investment. For example, she:

  • Negotiated 50% off prime sports programming special opportunity in Chicago DMA
  • Developed a focused integrated media plan which increased Facebook likes from 24,000 to over 473,000
  • Implemented innovative hyperlocal offline and online media tactics that drove a 127.7% increase in prospects and a 750% increase in applicants while reducing cost per prospect by 50% and cost per applicant by 86.6%
  • Utilized BDI/CDI, sales, secondary research, and competitive data to formulate media strategy and tactics that resulted in YOY 18.3% sales and 15.2% product volume increases (key market Chicago – 26% sales and 48.4% product volume increases)

We list all these details to say that she knows what she’s doing, she understands Waco, she understands tourism, and she can help take you where you want to go. We are thrilled to bring her on to the Terrace team.