Media expenses can mitigate a poor business strategy or it can help an average strategy. The best media campaigns hit the market at just the opportune moment to move buyers to buy new offerings.
DSNY does not have any new offerings yet. So you are asking them to seed the media channel with gimmick news before they have their new products for sale. That sounds like an awful strategy. It will waste money while it makes the future media blitz less effective.
Marketing is more than media. You are talking about media - mainly. Marketing is knowing the potential customers and tailoring your services to meet their needs. The media messages in marketing have to align with the marketplace and the buying cycles.
You are not talking about marketing. You are talking about puffery.
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