ADVERTISING EXPERIENCE
With a deep desire to break into the advertising, marketing, and branding industries, I have continued to seek out experience in these fields. I was fortunate enough to learn through courses under my Communication & Media major, specifically COMM 405: Cross-Disciplinary Advertising, taught by Greg Braun. Additionally, I have conducted independent projects to further my knowledge of the field and ability to apply it to real-life settings.
INTEGRATED ENTERTAINMENT CREATIVE CAMPAIGN
Tasked with integrating a brand into an entertainment property, a team of classmates and I chose to pair Revolve and The Bachelor, integrating both Revolve’s fashion into the show, as well as The Bachelor’s content into the Revolve website. This project prompted me to think creatively and critically about the strengths and weaknesses of each brand in order to understand how to create a partnership that is both mutually beneficial as well as entertaining.
SPORTS MARKETING TARGET AUDIENCE RESEARCH
In an effort to address a specific marketing issue in the sports world, I, alongside a team of my classmates, conducted a focus group in order to understand and solve Gen Z’s growing disinterest in Major League Baseball. This project taught me about the importance of identifying a target audience, but more importantly, the importance of listening to your consumer and applying that insight to creative campaigns.
STRATEGIC INTERNATIONAL BRAND LAUNCH
Throughout the semester, I gained the ability to critically analyze some of the most successful (and unsuccessful) campaigns in the world. Using this skillset, I worked with others to create a campaign to launch Barbie in China, an effort that has been historically unsuccessful. This project relied on understanding both Barbie’s and Chinese culture’s values, and highlighting their intersection points. This project relied both on logic and creativity, encompassing why this field is so interesting to me.
CAMPAIGN ANALYSIS: OLD SPICE “MEN HAVE SKIN TOO”
As an independent case study, I chose to analyze the campaign, “Men Have Skin Too”, from Old Spice. Through this process, I gained a greater understanding of the industry, top competitors, and the brand’s history in order to understand the most important factors that have helped shape this campaign. I then combined this information with my critical, creative eye, in order to understand why this campaign works from both a sales perspective as well as an entertainment one.