Advertising Work
In my Advertising Research and Planning course, I helped develop a research-driven strategy for Doze, a conceptual smart crib designed to reduce nighttime anxiety for new parents. Our work focused on understanding how parents think about baby sleep technology and what actually drives trust and purchase in a high-stakes category. Using secondary research, qualitative interviews, and a quantitative survey, we identified safety and peace of mind as the primary decision drivers, far outweighing interest in advanced features. These insights informed a clear positioning strategy centered on reassurance and simplicity, guiding messaging, creative direction, and recommended channels based on how parents research, evaluate, and buy baby products.
In my Conceptual and Creative Thinking in Media Planning course, I helped develop a strategic media campaign for Zevo, a clean alternative to traditional pest control. Our plan focused on shifting consumer behavior from reactive to proactive, targeting health-conscious, tech-savvy women in the Southeastern and Southwestern U.S. Using GWI and Commspoint, we designed a digital-first strategy centered around Cleanfluencers, restock hauls, and Amazon affiliate links to match how our audience shops and shares online. We built a full-funnel approach mapped to the customer journey, backed by SMART goals tied to awareness, trial, and retention.
Served as a strategist on a mock integrated campaign for College Town Bagels through TNH, the nation’s largest student-run advertising agency. Contributed to audience research, developed key consumer insights, and supported the strategic direction of the campaign. Our team’s work was awarded Best Overall Campaign for its cohesive strategy, creativity, and presentation.
For my final project in ADV 208, The Big Idea in Advertising, my group developed a strategic plan for the Chrysler Pacifica. The project encompassed several key components: Brand and Advertising History, Situation Analysis, Competitor Analysis, Target Consumer Identification, Positioning Statement, Creative Brief, and Creative Executions.
Through this process, I gained invaluable experience working with a team to craft an advertising strategy. This hands-on approach bettered my ability to analyze market trends, understand consumer behavior, and translate insights into creative ideas. These skills will undoubtedly be valuable as I continue my journey in Advertising.
