How do campaign strategists decide where media dollars go? In this interactive session, leading media consultants will build a media budget for a fictitious congressional district designed to reflect the media markets and voter dynamics common across the Southeast. Using real-world constraints—district demographics, media markets, budget limits, and campaign goals—panelists will explain how they allocate resources across TV, radio, digital, streaming, social, and field outreach. By comparing their approaches, attendees will gain insight into the strategic thinking behind modern campaign media plans.

Participants will be able to:

• Identify key factors that influence campaign media budgeting decisions.
• Understand how demographics, media markets, and voter behavior shape media strategy.
• Evaluate tradeoffs when allocating limited campaign resources across media channels.