Planetarium specializes in strategic marketing, brand and communication planning and the market research that fuels it

Ever visit a Planetarium when you were a kid? The lights went out. The night sky appeared black, but tiny pinpoints of light emerged. The moderator began illuminating images that weren’t immediately visible. The stars began to connect into patterns and the patterns began to weave stories. The vastness of the universe felt suddenly navigable. Wonder and curiosity evolved into newfound understanding.

Wonder, curiosity, patterns and, ultimately, connections -- that’s what drives the philosophy of Planetarium. The firm was founded on a belief in the importance and power of connecting with an audience via planning -- charting an informed, strategic course, prior to setting out on the marketing, branding and communications development journey.

Our aim, through our customized qualitative, quantitative and qual/quant hybrid market research approaches and methodologies, is to help clients make connections with their audience members, illuminating patterns and weaving a story from insights and understanding.

Bringing research insights to the table, we then help clients connect with their colleagues, facilitating workshops and working sessions that help lead the team to see their brand’s full potential and best understand the richest territory for their marketing, branding and communications.

We then can help apply all the research and workshop outputs, providing informed, world-class marketing, brand and communication strategy, consultation and guidance that establish a blueprint for success.

Helping clients make connections and align the stars for their brands. That’s what we do.

Planetarium uses a four-phased approach of Exploration, Navigation, Inspiration and Activation.  Our mission is to connect data points, turn them into insights and create a distinct Brand Narrative that translates into complete Brand Engagement.  The end-goal is to foster brand and communication ideas that create true belief in an audience, getting them to care enough to think differently and take action.

No two clients have the exact same needs and we pride ourselves on tailoring to those specific needs.  Planetarium has a proposed process that utilizes methods we’ve found successful at achieving insight, strategy, communications and team commitment.  Once we’ve had a chance to chat with you and understand your needs, timing and budget, we start from there to tailor our approach.

  • Exploratory Research

    We generate the most appropriate approach and line of questioning to get genuine insight and a fresh perspective out of research. Our belief is that, upfront, ethnographic research is a powerful approach to truly understanding our audience and their wants, needs, hopes and dreams.

    Social Media Monitoring

    Through a customizable program, we aggregate the results of search engines and websites to find specified search terms in online discussions. These discussions are broadcast as Really Simple Syndication (RSS) feeds which can be coded for quantitative and qualitative analysis, allowing us to examine the terminology, syntax and sentiment being conveyed online by our audience.

    Mind-Mapping/Dayparting Roundtables

    We use this research/workshop approach to help better understand and validate how consumers think about a given category and how to best intersect with them throughout their day.

    Connection Sessions

    This recommended approach to group research is to spark conversation between different constituents (such as sales force and customers, physicians and patients, etc.) to understand their dialogue, potential tensions and connection points.

  • Brand Inspiration Sessions

    We kick start the creative process with clear direction and sure-fire ideation techniques and approaches.

    Creative Refinement Research

    This round of research nurtures, grows and refines the ideas before putting them through the rigor of “testing.”

    Creative Concept/Message Testing

    This evaluative research informs the decision of which specific creative pathway and messaging to utilize for the brand.

  • Multichannel Communication/Media Planning

    We create 360-degree internal and external audience engagement platforms, inclusive of traditional and non-traditional media.

    Training and Development “Rollout” Planning

    We lead the internal rollout of brands, bringing them to life and helping internal constituents “live” the brand idea and become its ambassadors.

    Continuous Measurement and Refinement

    We gauge success and diagnose necessary course corrections along the way.

Market research, brand planning and communication planning are the core of the company.  Therefore, we provide clients with the following services.

  • Brand Audits
  • Competitive Analysis
  • Brand Planning/Strategic Consulting
  • Qualitative Research
  • Quantitative Research
  • Social Media Monitoring
  • Audience Profile Development
  • Workshop/Meeting Facilitation
  • Positioning Development
  • Brand Narrative Development
  • Creative Brief Development
  • Creative Concept Development
  • Multichannel Media/Communication Plan Development
  • Marketing Communications Development (advertising, collateral, websites, etc.)
  • Training and Development
  • Measurement/Analytics
Planetarium Capabilities PDF

Planetarium Capabilities PDF

Planetarium Projector + Connection Sessions PDF

Planetarium Projector + Connection Sessions PDF

I’ve spent 20 years working across a wide range of categories on behalf of countless regional, national and global brands. My quest for true consumer insight and drive to create compelling brand and communication strategies have led to a long history of successful marketing initiatives. And it’s now led me to start Planetarium.

From cars (I was behind Mazda’s long-running “Zoom Zoom” campaign and also framed the underpinnings for what became the recent, award-winning Chrysler “Imported From Detroit” campaign) to fast food to CPG to banking to entertainment to healthcare – and everything in between –I’ve dug for insights and developed brand and communication strategy across a wide swath of categories.

One of my fortes is identifying target audiences and bringing them to life in flesh and blood terms. I pride myself on finding positioning articulations that truly differentiate and then translating those positionings into creative briefs that inspire and focus creative teams. Along the way, I’m an adept and high-energy market researcher, facilitator, idea-nurturer, instigator and coach.

Before starting Planetarium, I was at Palio, a leading healthcare communications agency, serving on the company’s operating board and heading up its 20+ member Insight and Brand Strategy Group. It’s the fourth agency at which I helped launch an account/brand planning discipline. I’m a frequent guest lecturer in advertising and market research and have been a member of numerous industry panels.

Megan O'Rourke Coloccia

I’ve spent just shy of a decade leading a variety of brand management efforts, helping organizations achieve measurable awareness and retention goals via content management programs and a wide variety of other communication initiatives. For B2B and B2C efforts alike, I’ve been able to not only achieve client ROI goals, but exceed them.

Though much of my experience has been in working with Fortune 500 companies in the insurance, healthcare and financial services industries, I’ve also worked with smaller organizations that span a whole host of sectors. To me, the tenets are the same, regardless of client industry or size – it’s all about making a true impact for a client’s business. Building programs from insight and being strategic and focused is what I’ve always advocated. And that’s what prompted me to join Planetarium – a firm I’d heard great things about and one I came to realize had kindred values and goals.

Working with the various other consultants in our network, I oversee market research, brand planning and communication planning efforts for our diverse mix of national, regional and local clients. We pride ourselves on not just going through the motions, but rather really pushing our clients to build brands and communication that move the needle for their businesses.

Prior to Planetarium, I headed up marketing and PR efforts for nfrastructure, a New York based innovative provider of critical technology infrastructure solutions. And before nfrastructure, I led client services and strategy efforts on behalf of New York based McMurry/TMG, the largest independent content marketing agency in the nation.

When I’m not helping build my clients’ brands, I love to spend time with my husband, new son and the family dog. I’m also an avid spinner and love to explore all the great restaurants that Saratoga Springs has to offer!

Before embarking on his consulting career, Marty was SVP, Director of Emerging Media and Technology at Palio, an industry-leading healthcare communications company. He previously held other roles at Palio, including SVP, Director/Media Lab and SVP, Group Creative Director.

Prior to his tenure at the agency,  Marty was Associate Creative Director at LHWH Advertising & Public Relations, Assistant VP/Senior Art Director/Agency Producer at Lewis Advertising, and Senior Art Director at Adams & Longino Advertising, Inc. Early in his career, Marty was an advertising director for a regional retail chain and also a newspaper staff artist.

Since those early days, he has gone on to direct creative development from the concept stage through final production in all media for both business-to-business and consumer audiences, across numerous industries (including technology, telecommunications, finance, insurance, real estate; pharmaceutical, health and wellness, travel and tourism, and quick service restaurants).   A longtime photographer and videographer, Marty is an award-winning documentary filmmaker. Take a look at Marty’s most recent reel:

A true rising star in the world of digital marketing, Sarah specializes in content and social media strategy with a keen interest in corporate social responsibility, environmental consciousness, and future friendly initiatives. Her creative literary sense and passion for depth of messaging allow her to engage with target market data in such a way as to effectively augment organizations’ customer-facing interactions. She strives to convert target audiences into communities and passive consumers into evangelists.

An experienced B2B and B2C professional, Sarah is best known for bringing fresh perspective, genuine emotional intelligence, and seasoned editorial skills to every project. Her graduate work at Marist College, focused primarily on mass messaging, earned her an MA in Communication, and she has since worked collaboratively with a number of startups to craft top-of-mind media messaging and evoke impactful social media dialogue. Her burgeoning portfolio includes topics ranging from LEED certification to behavioral science-based hiring; farmers’ market administration to PRM technology.

When she’s not immersed in the corporate iteration of literary magic, Sarah can be found center stage as a fundraising auction consultant for nonprofit and donor-based organizations.

Recent clients, partners and collaborators:


During our careers, we’ve been fortunate to have worked directly for, partnered with, or counted as clients such world class agencies as:

Some of the brands we’ve helped along the way:

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For Immediate Release
October 30, 2014


The market research, brand planning and communications consultancy Planetarium has brought Megan O’Rourke Coloccia onboard as Planning Director, according to Bob Mason, the firm’s Founder and Managing Director.

Prior to Planetarium, Megan headed up marketing and PR efforts for nfrastructure, a New York based innovative provider of critical technology infrastructure solutions. Before nfrastructure, Megan led client services and strategy efforts on behalf of New York based McMurry/TMG, the largest independent content marketing agency in the nation. During her career at McMurry/TMG, she managed multiple Fortune 500 clients in the healthcare and financial services industries. In her new role at Planetarium, she will oversee business development, in addition to client services, communications planning and project management for Planetarium’s various clients.

“I’m really excited to have Megan join Planetarium” stated Mason. “I’ve been keeping my eyes peeled for over the last 2 1/2 years, looking for someone with her background, skills and management style. Especially as we’re growing our marketing services beyond market research and brand strategy, she’s going to be a tremendous asset to our national, regional and local clients.”

Headquartered in Saratoga Springs, NY, Planetarium has worked with some of the biggest brands in the world across sectors such as automotive, financial services, entertainment, healthcare, pharmaceuticals, home electronics, fast food and retail. The firm works closely with a wide variety of large, mid-size and small marketers, advertising agencies and market research firms.

For Immediate Release
February 3, 2014


For those of you who have participated in our survey, thank you and here are real-time results as we gather them. Check back in regularly as we will be adding our  interpretations! If you have not yet contributed your feedback, you can do so anonymously here:

For a more detailed discussion about how Planetarium can help with your specific needs, please contact:

Bob Mason, Founder


(518) 691-0525



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