Media Plan Case Competition
Scholarship Sponsored by Washington Media Scholars Foundation
Overview
Description: The Media Plan Case Competition is the flagship program of the Washington Media Scholars Foundation. It challenges students to develop strategic media plans that apply audience targeting, budgeting, and measurement using real-world data. The competition runs nationally across multiple rounds and culminates in a professional development week in Washington, D.C. Finalists present to industry judges and are considered for top awards and scholarships.
The competition emphasizes practical skills in media planning and analytics, making it appropriate for students across majors. It blends technical analysis with strategic communication and public policy context. Participation can provide direct exposure to media companies and career development resources.
- Flagship, multi-round national competition
- Focus on strategic media planning with real-world data
- Finalists attend a professional development week in Washington, D.C.
About the Competition
Eligibility: Eligible participants are students who may enter individually or as teams. For many rounds, entries may be submitted by individuals or by teams of two, and the foundation can match qualified entrants when needed. Judges evaluate submissions for strategic rigor, data use, and communication effectiveness.
The competition is structured to identify participants who can translate research and ratings into effective media plans. Early rounds screen for foundational skills and potential to advance to more complex stages. The process is designed to be accessible to students without prior media-planning experience through guidance materials and mentoring.
- Open to student entrants, individually or as teams of two
- Judging emphasizes strategy, data use, and clarity
- Support materials are provided to make the competition accessible
Qualifying Round
Process: The qualifying round introduces basic media-planning concepts and is used to identify competitive submissions for advancement. Participants submit a short media-plan entry online, demonstrating their understanding of target audiences and media allocation. Judges select top entries to progress to later stages.
Typically, the top 25–30 qualifying entries are invited to continue in the competition. From those semifinalists, a smaller group of teams are chosen as finalists for the national finals in Washington, D.C. The selection process narrows entries based on strategic insight and use of data.
- Introductory round to assess media-planning fundamentals
- Top entries invited to advance to subsequent rounds
- Selection focuses on strategy and evidence-based decision-making
Case Competition
Support: In the case competition stage, teams create a comprehensive media plan around a hypothetical public policy issue using data from national research and ratings firms. The exercise requires teams to define target audiences, select media channels, allocate budgets, and justify reach and frequency assumptions. A step-by-step participation guide and suggested reading list are provided to help teams build their plans.
The case simulates real-world constraints and expectations, requiring practical application of analytics, budgeting, and messaging strategy. The format encourages collaboration, professional communication, and the translation of research into actionable media buys. Participants gain hands-on experience that mirrors industry practice.
- Teams develop media plans using industry-standard data
- Guides and reading lists support participants of varying backgrounds
- Emulates real-world media-planning constraints and decision-making
How to Apply
Application Timeline: Prospective entrants must register for the qualifying round and submit their entries online by the stated deadlines for the competition cycle. Applicants may register as individuals or as teams; if a teammate is not available, the foundation may match qualified participants. Submission instructions require uploading materials via the online form; if technical issues arise, applicants may email materials to [email protected] by the posted deadline.
Registration signals intent to compete and provides access to the qualifying materials and submission portal. The foundation publishes specific deadline dates for each competition cycle, and applicants should consult the current cycle notices for exact times. Clear, complete submissions aligned with the stated requirements increase the likelihood of advancement.
- Register for the qualifying round to access submission materials
- Register as an individual or as a team; partner matching is available
- Upload submissions via the online form or email materials if needed
Selection and Timeline
Key Dates: Semifinalist and finalist selection dates are announced each cycle. For the referenced cycle, semifinalists will be selected on or before February 12, 2027, and six finalist teams will be selected on or by April 2, 2027. Finalists are invited to Media Scholars Week in Washington, D.C., with programming and presentations scheduled for early June, and final judging and awards presentation occurring during that week.
The selection timeline is designed to give semifinalists time to develop full media plans and to prepare finalists for in-person presentations. Finalists receive a coordinated schedule of professional development, networking, and presentation opportunities during Media Scholars Week. Participants should monitor official communications for any cycle-specific adjustments to dates and deadlines.
- Semifinalist and finalist dates announced for each competition cycle
- Final presentations and awards occur during Media Scholars Week
- Official communications provide exact deadlines and schedule details
Finalists and Awards
Award Value: Finalist teams receive an all-expenses-paid trip to Washington, D.C., to participate in Media Scholars Week and present their media plans to a panel of judges. The national finals award the National Excellence in Media Award and scholarships, including the Mia Guion Scholarship, with total scholarship funding of $18,500 for the competition. Finalists also benefit from networking opportunities and professional development sessions with national media experts.
The award experience combines competitive recognition with career-focused programming to help students transition to industry roles. Winning teams receive both financial support and heightened visibility within the media community. Participation as a finalist is intended to be a substantive professional development milestone.
- All-expenses-paid participation in Media Scholars Week for finalists
- National awards and scholarships, including named scholarships
- Networking and professional development with media industry leaders