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Fong Menante

Fong Menante

Expert in Branding

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United States

Featured Services

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Strategic Consulting: From Insight to Impact

This strategic consulting service guides organizations through the complete lifecycle of brand and marketing campaign development. We begin by collaboratively defining campaign objectives and identifying target audiences using AI-assisted insights and expert facilitation.

From there, we co-create comprehensive campaign overviews, uncovering barriers and opportunities through data intelligence and brand analysis. Every campaign is grounded in a clear purpose, targeted messaging, and a structured brand architecture that connects functional, emotional, and psychosocial benefits.

Deliverables include a strategic campaign brief featuring timing, KPIs, audience insights, and competitive positioning. Internal and external communications are considered to drive awareness, alignment, and behavior change. The process culminates in actionable insights, a brand benefit map, and two prioritized strategic opportunities tailored to your campaign goals.

Following approval, we support your path from strategic planning through to production and execution, ensuring every campaign is rooted in purpose and designed for measurable impact.

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Paid Media Buying & Campaign Management

Maximize the impact of your advertising budget with a comprehensive paid media buying service that handles everything from rate negotiation to campaign execution and performance tracking. We secure prime media placements, added-value opportunities, and cost efficiencies while maintaining full control over media budgets and schedules.

Our team manages every step—including generating insertion orders, coordinating with vendors, reconciling invoices, and ensuring media runs as contracted. We proactively monitor campaign effectiveness and negotiate make-goods when needed to protect your investment. This service ensures your message reaches the right audience, at the right time, with maximum return on spend.

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Transforming Community Health Alliance Brand Visibility through Strategic Planning and Execution

Client Challenge:

Community Health Alliance (CHA) needed to boost facility usage and brand visibility in a competitive Reno healthcare market with an underutilized service network.

Objective:

Launch an integrated branding and media campaign to increase facility usage by 10% over two years and establish CHA as Reno’s leading healthcare provider.

Strategy & Execution:

  • Research & Segmentation:

    Identified key audience groups through deep qualitative and quantitative analysis.

  • Media Planning:

    Built a channel strategy aligned with usage, recall, and engagement KPIs.

  • Creative:

    Developed messaging focused on CHA’s accessibility, expertise, and community commitment.

  • Channel Mix:

    Deployed TV, radio, outdoor, digital, SEM, social, and content marketing for broad and targeted reach.

  • Partnerships:

    Negotiated added-value media placements and strategic sponsorships.

Results:

  • 15% increase in facility usage—exceeding the goal.

  • Over 20% lift in unaided brand recall and favorability.

  • Elevated CHA’s standing as a trusted, community-focused healthcare provider.

Key Takeaway:

A fully integrated, data-driven media strategy enabled CHA to grow brand impact, deepen trust, and surpass growth targets.

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Launching the "HURT!" App with Precision Media Planning and Buying

Client Challenge:

Reno Orthopedic Center (ROC) aimed to drive rapid awareness and adoption of its new 24/7 orthopedic advice app, HURT!, among a targeted audience—while delivering strong ROMI.

Objective:

Launch an omni-channel media campaign to quickly generate app downloads and usage, delivering measurable results in the first phase.

Strategy & Execution:

Partnered with ROC to develop a data-driven campaign tailored to active, health-conscious consumers.

  • Audience Analysis:

    Targeted individuals and families prone to orthopedic injuries.

  • Channel Mix:

    Combined digital (search, social, mobile ads) with traditional (radio, outdoor) for broad impact.

  • Optimization:

    Used real-time tracking to refine messaging and channels.

  • Messaging:

    Highlighted the app’s speed, accessibility, and convenience.

Results:

  • 560% ROMI, far exceeding expectations.

  • Surpassed app download goals in the Reno DMA within months.

  • Reinforced ROC’s position as a tech-forward healthcare leader.

Key Takeaway:

Strategic, insight-driven media planning can powerfully launch new tech products, as demonstrated by HURT!'s rapid adoption and ROI.

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Driving Historic Voter Engagement through Strategic Media Planning

Client Challenge:

Amid the COVID-19 pandemic, the Nevada Secretary of State needed to ensure voter safety while maintaining election integrity. The goal: motivate at least 65% of active voters to use mail-in ballots during the 2020 election, despite skepticism and a tight timeline.

Objective:

Launch a 12-week, omni-channel campaign to drive mail-in voting among at least 65% of active voters.

Strategy & Execution:

Partnered with the agency and Secretary of State to deliver a high-impact media plan.

  • Audience Analysis:

    Researched behavioral trends and demographics to segment voters.

  • Channel Selection:

    Blended traditional (TV, radio, outdoor) and digital (display, social, search) media for broad and targeted reach.

  • Negotiations:

    Secured 30%+ added value in media buys.

  • Optimization:

    Used real-time dashboards for agile performance adjustments.

  • Messaging:

    Communicated the safety and simplicity of mail-in voting.

Results:

  • 98% of active voters voted by mail—exceeding the 65% target.

  • Achieved full media saturation across Nevada.

  • Generated historic voter participation with strong ROI.

Key Takeaway:

A fast, insight-led media strategy can overcome major challenges and deliver exceptional outcomes under pressure.

About

Fong Menante

Fong Menante

As the Principal Owner of a consulting firm, I have over 18 years of experience in driving strategic development, brand strategy, and campaigns across multiple channels. I partner with and manage cross-functional teams in research, strategy, creative, and traffic & production to ensure alignment with overall communication goals using an audience-first approach. I am a relationship builder and highly effective communicator who can build consensus by focusing on the narrative. I am successful at motivating and supporting high-functioning marketing team members to meet or exceed data-driven benchmarks.

DETAILS

United States
Fluent in english, chinese
Years of experience 10+