Mr. Woodman is senior interactive traffic builder at Interactive Strategies, a media-buying shop in Natick, Mass., where his online media plans for business-to-business clients such as GTE CyberTrust and Staples.com have earned him recognition as this year's Up & Comer among Business Marketing's Best & Brightest Media Strategists.
Mr. Woodman graduated from Boston College in 1997. After working as a freelance HTML developer and in business development for a Web site, he joined Interactive Strategies in January, becoming the first person hired at the company.
David Song, director of partnerships at Interactive Strategies, was the fourth person hired by the company, which now has 18 employees. He describes Mr. Woodman as highly intelligent. "He's a very innovative thinker," Mr. Song says, "and he's a very big part of the culture here."
Mr. Woodman was the chief strategist on a plan for GTE CyberTrust, a provider of security software for the Web. To reach executives and IS and IT managers in the government and health care industries, he recommended a variety of techniques, including banner advertising, e-mail newsletter sponsorships and the purchase of keywords on search engines.
He also developed an online plan for Staples.com that took advantage of the interactive nature of the Web. Interactive Strategies tracked creative executions and Web sites to gauge their relative effectiveness based on a specified dollar-per-click-through rate. When this rate wasn't being met, the ads were either pulled off the site or Mr. Woodman asked that the site reduce its price.
"It's the fine art of negotiation," he says.
Mr. Woodman says he takes a simple, three-step approach to media strategy, which he borrowed from Tom Hespos, a columnist for the ClickZ Network: Find out what the client's goals are, what the company is willing to spend to achieve that goal and how it will know when the goal has been reached. Mr. Woodman printed a copy of the column and taped it near his phone.