Planet Fitness Media Planning.

The Account.

My experience with Planet Fitness gave me the opportunity to work within a large-scale agency environment at Zimmerman Advertising, part of Omnicom. As a Media Planner, I supported a complex national account with responsibilities spanning multiple markets, clients, campaigns, and media initiatives.

Across the account, I managed work involving 83 regions and 21 clients. Our primary client was UFPF, a large Planet Fitness co-op. Working within this structure gave me exposure to the complexity behind national advertising campaigns and the coordination required to keep media strategy, reporting, and execution aligned.

Because my work was completed within Omnicom and involved proprietary client strategy, budgets, media plans, and performance information, much of the campaign material cannot be publicly displayed. Instead, this page focuses on the scale of the account, the analytical work I performed, and the strategic skills I developed.

My Role.

As an Integrated Media Planner, I worked within the media planning process to support campaign strategy, performance reporting, research, and optimization. The role required a combination of analytical thinking, organization, communication, and close attention to detail.

Working across 83 regions and 21 clients meant keeping track of a significant amount of information while understanding that each market could have different considerations. I learned how to manage detailed information without losing sight of the larger campaign objective.

• Managed media planning responsibilities across 83 regions and 21 clients.
• Supported the UFPF Planet Fitness co-op, our primary client, across a large and geographically distributed account structure.
• Monitored campaign performance and reviewed media reporting to identify trends and opportunities.
• Conducted competitive and market research to provide context around the media landscape.
• Supported campaign optimization using performance data and reporting insights.
• Organized and analyzed information across multiple markets, campaigns, and client needs.
• Collaborated with internal agency teams to maintain accurate planning, reporting, and campaign information.

Analytics & Performance.

One of the most valuable parts of my experience was learning how media decisions are supported by data. Working with campaign reporting showed me that effective marketing is not simply about putting an advertisement in front of an audience. It is about continuously evaluating what is happening and using that information to make the next decision.

I reviewed performance information to identify trends, evaluate campaign activity, and understand where opportunities for optimization could exist. This helped me develop a stronger understanding of how quantitative information can influence marketing strategy.

The example below represents the type of analytics and performance reporting I worked with during my time on the Planet Fitness account. Proprietary budgets and sensitive campaign information have been excluded.

Research & Market Intelligence.

Media planning also required understanding what was happening beyond the Planet Fitness campaign itself. Competitive research helped provide context around the broader advertising environment and the activity taking place across different markets.

I used research to understand competitive activity, market differences, and the surrounding media landscape. This reinforced the importance of looking at performance data alongside external factors rather than evaluating campaign results in isolation.

This experience strengthened my interest in competitive intelligence and data-driven marketing. Numbers can show what happened, but research and context help explain why.

Campaign Optimization.

A major lesson from media planning was that a campaign does not end when media is placed. Performance needs to be monitored continuously so that marketers can identify what is working, what is changing, and where adjustments may be needed.

My experience on Planet Fitness gave me practical exposure to this process. I learned to approach optimization from both a quantitative and strategic perspective by looking at performance information while considering the larger campaign and market environment.

This is one of the experiences that ultimately shaped my interest in digital strategy and marketing analytics. I enjoy taking information that initially looks like a set of numbers and turning it into something that can support a real marketing decision.

What I Learned.

Working on a national Planet Fitness account taught me how much strategy, organization, research, and analytical thinking exists behind the advertising consumers ultimately see.

Managing work across 83 regions and 21 clients showed me the importance of accuracy and organization at scale. It also taught me how to balance detailed execution with the larger strategic objective behind a campaign.

Most importantly, the experience gave me a practical foundation in media analytics and campaign strategy that continues to influence my graduate work in digital strategy. It strengthened my ability to work with performance data, recognize trends, conduct competitive research, and connect marketing activity with measurable outcomes.

Working With Confidential Data.

Much of the work I completed for Planet Fitness is proprietary to the client and agency. This includes detailed media plans, campaign budgets, audience strategies, placement information, and certain performance results.

Rather than displaying confidential materials, I have chosen to highlight the scale of the account, the responsibilities I held, and the analytical and strategic skills I developed through the experience.

While the work cannot all be shown publicly, the experience behind it represents an important part of my development as a data-informed marketer and digital strategist.