This year’s strategy is wrapped around ensuring that we can create efficiencies and more hyper-targeting of our core demo due to some overall adjustments in the individual market media expenditures.

This may require some adjusting from mass media strategy, which can expand the brand but is less efficient, to more targeted “intender category consumers.”

Due to budget constraints, our recommendation for most markets will include a mix of print, streaming radio and digital opportunities. We feel that this will be the most cost-effective way to utilize dollars across multiple mediums, while also taking into account where our core consumers are currently spending most of their time.