Portfolio Case Study
$25M Integrated Media Strategy
An executive-level marketing planning exercise demonstrating how I approach media allocation, revenue forecasting, measurement, and optimization across digital and offline channels.
Media Budget
$25M
Channels
8
Model
Full Funnel
Objective
Growth
The Challenge
How would you deploy $25 million across an integrated media portfolio?
The objective of this portfolio exercise is to create a scalable media strategy balancing customer acquisition, revenue generation, brand development, and measurable performance.
Media Allocation
A $25M portfolio built for scale, efficiency, and measurable growth.
Budget is distributed across eight digital and offline channels to balance customer acquisition, brand reach, diversification, and revenue performance.
Google Ads
$6.0M
24%
Meta Ads
$5.0M
20%
TV
$4.0M
16%
TikTok Ads
$2.5M
10%
Influencers
$2.5M
10%
Podcasts
$2.0M
8%
Radio
$1.5M
6%
Email / CRM
$1.5M
6%
Total Media Investment
$25M
Media Channels
8
Strategy
Full Funnel
Media Allocation
$25M Channel Investment
Budget allocation balances high-intent acquisition channels with scalable paid social and brand-building media.
Modeled Performance
Modeling how $25M in media investment translates into revenue.
The following figures are portfolio projections used to demonstrate performance modeling and strategic budget allocation. They do not represent historical client or employer results.
Total Media Investment
$25.0M
Projected Revenue
$80.9M
Blended ROAS
3.24x
Portfolio Mix
Performance media vs. brand-building investment.
The portfolio combines measurable digital acquisition with broader reach channels designed to support awareness, demand generation, and long-term growth.
=Performance / Digital
Google • Meta • TikTok • Microsoft • Influencers
Spend
$17.5M
Revenue
$63.7M
ROAS
3.64x
Brand / Broad Reach
TV • Radio • Podcasts
Spend
$7.5M
Revenue
$17.2M
ROAS
2.29x
12-Month Forecast
Modeling investment and revenue across the year.
The forecast applies seasonality to the annual media plan, with heavier investment and revenue expectations during high-demand periods.
$5.1M
Jan
$1.7M spend
$5.4M
Feb
$1.8M spend
$5.8M
Mar
$1.9M spend
$6.2M
Apr
$2.0M spend
$6.7M
May
$2.1M spend
$6.4M
Jun
$2.0M spend
$6.8M
Jul
$2.1M spend
$7.1M
Aug
$2.2M spend
$6.5M
Sep
$2.0M spend
$7.4M
Oct
$2.2M spend
$9.0M
Nov
$2.5M spend
$9.6M
Dec
$2.5M spend
Annual Spend: $25.0M
Projected Revenue: $82.0M
Blended ROAS: 3.28x
Optimization Framework
The budget isn't static. Performance determines where the next dollar goes.
Channel investment would be reviewed against efficiency, acquisition, revenue, and incremental growth targets. Budget would then be reallocated toward the strongest marginal opportunities.
Scale
ROAS > 3.5x
Increase investment when acquisition efficiency, conversion quality, and marginal returns remain above target.
ACTION → INCREASE BUDGET
Maintain + Test
2.5x – 3.5x
Maintain investment while testing audiences, creative, offers, landing pages, bidding, and channel mix.
ACTION → OPTIMIZE
Reduce
ROAS < 2.5x
Reduce or reallocate investment when marginal returns deteriorate and optimization does not restore acceptable efficiency.
ACTION → REALLOCATE
Decision Inputs
ROAS
Revenue efficiency
CAC
Acquisition efficiency
CVR
Conversion quality
MER
Business-level efficiency
Strategic Takeaway
Media strategy is not just about spending $25M. It is about knowing where the next dollar should go.
This portfolio model demonstrates how I connect channel allocation, revenue forecasting, performance measurement, and ongoing optimization into one growth system. The objective is to create a plan that can scale while maintaining clear accountability for business performance.
Plan
Allocate intentionally
Build the portfolio around acquisition, reach, diversification, seasonality, and expected business contribution.
Measure
Connect media to outcomes
Evaluate performance using revenue, ROAS, acquisition efficiency, conversion quality, and marginal return.
Optimize
Move capital toward growth
Scale what is working, test where opportunity exists, and reallocate investment when performance no longer supports the spend.
Anthony Digital PMP