ICON's contribution: media plan

Elisabeth Bartczak, online media assistant for ICON International Inc., explains:    

The online department at ICON International agreed to participate in the Tom Deierlein Foundation project for various reasons.

One such reason is that my boss and Tom Deierlein are industry acquaintances, and supporting his charity was a great way to give back and thank him for his service. Additionally, the Foundation provides a great service to the innocent children of war-torn Iraq by providing basic necessities like shoes and vitamins. 

We approached the media plan with the goal of reaching a large assortment of internet users. The most effective method was to use ad networks that are capable of behavioral and demo targeting. We were able to catch the attention of users who are interested in the news or in politics, religion and the military.  

No tweaks were made along the way. The plan stayed the same.