Strategy is something I’ve been developing throughout my college career, even before I had a name for it. At its core, it’s about using research to deeply understand and target specific audiences, something I first explored in my Intro to Advertising course. That experience sparked my interest in hyper-targeting and the process of turning data into clear, actionable insights.
I’m especially drawn to understanding how target audiences think, what motivates them, and how they interpret messaging. Figuring out what resonates and why allows me to shape communication that feels relevant and intentional rather than broad or generic. For me, strategy is about connecting the research to the creative, ensuring that every idea is grounded in real audience insight and designed to reach the right people in the most effective way.
NSAC Campaign
The National Student Advertising Competition (NSAC) is an annual, nationwide competition in which more than 100 teams develop a fully integrated advertising campaign for a real client, simulating the work of a professional agency from research to execution. This year, our client was the National Football League, which challenged us to create an umbrella campaign promoting its youth wellness initiatives, including NFL Flag Football, Fuel Up to Play 60, and the Character Playbook. Our task was not only to raise awareness of these programs, but to unify them under a single, cohesive message that would resonate with young audiences, parents, and latino communities while reinforcing the NFL’s broader commitment to youth health, character development, and active lifestyles.
A core team of six spent the semester analyzing the brief and developing the foundational insight. As the project expanded to a group of about fifteen, the work evolved through ongoing collaboration and refinement. I contributed by actively participating in discussions around human tensions, bringing in personal experiences to ground our thinking and make the insight more relatable. Through this process, we ultimately landed on our central insight, “we are built through play,” which led to our overarching big idea: “play builds us.”
Full Campaign
For my advertising capstone, my team, Wheel Deal, was tasked with developing a fully integrated umbrella campaign for American Honda Motor Co. in support of its partnership with the LA28 Olympic and Paralympic Games. Over the course of the semester, we executed every stage of the campaign development process, from conducting market research and developing the overall strategy to creating the media plan and producing the final creative campaign.
For this project, our challenge was identifying an insight that authentically connected both the Honda brand, including Honda and Acura vehicles, power equipment, and motorcycles, with the Olympic brand. Through a combination of primary and secondary research, we uncovered the idea of “Start the Journey,” focusing on the everyday beginnings, milestones, and personal achievements that shape people’s lives. This insight was inspired by the idea that every Olympian, regardless of their level of success, had to start somewhere. I was heavily involved throughout the research process and played a key role in developing the campaign’s big idea, using consumer insights to help shape a strategy that connected Honda’s brand values with the Olympic spirit of perseverance and progress.
Campaign & Digital Marketing Portfolio
The Digital Marketing Competition is a bi-annual national competition in which student teams from universities across the United States develop a full digital marketing campaign for a real client. Our client was Plantennas, an innovative agricultural product that integrates RFID technology into plant pots to help track and monitor plant health. Our team was tasked with identifying a target audience and building a complete campaign tailored to their needs and behaviors. These slides are drawn from my final portfolio for my Digital Marketing capstone course.
This section of slides is drawn from my digital marketing portfolio, where I led key components of the strategic development. I independently conducted the SWOT analysis and developed channel strategies and tactical executions, including email marketing initiatives. I also contributed to the website strategy, marking my first hands-on experience with SEO and Google Analytics to evaluate performance and inform optimization. While my team members developed the audience personas, I played a critical role in refining them by analyzing census data to identify and prioritize the most relevant target segments.
Experiential Campaign
This experiential campaign was developed primarily using AI as part of a Digital Advertising course, where we were challenged to not only generate ideas but also execute them through strategic prompting. Our concept centered on highlighting the longevity and versatility of Vaseline, emphasizing both its long-standing presence and its wide range of uses. To bring this to life, we created a “time capsule” concept that showcased how the product has been used across different generations. By framing these uses through a familial lens, the campaign connected past and present, reinforcing Vaseline’s role as a trusted, multi-purpose staple that has been passed down over time.
All three team members contributed equally to the overall project, but I led the development of AI-generated content by prompting and refining outputs across multiple platforms. This included shaping both the campaign ideas and the visual assets. A large part of my role involved iterating on prompts to achieve results that aligned with our creative vision, as generating cohesive, high-quality imagery required consistent testing and adjustment.
Intro to Ad Campaign
In Intro to Advertising, we developed a full campaign for Dammit Doll, a novelty stress-relief product hypothetically sold in boutiques across Oklahoma and neighboring states. We leveraged both primary and secondary research to inform our strategy and shape our creative executions, all of which are detailed in the RFP (linked below). In addition to the creative work, we built out a comprehensive media plan, including budget allocation, flighting, and clearly defined KPIs and measurement tactics to evaluate campaign success.
In addition to leading the quantitative research, I contributed to early-stage ideation by helping translate data into insights that could inform our creative direction. I was also solely responsible for developing the campaign’s KPIs and establishing the framework for ongoing evaluation. This included defining success metrics across channels, aligning them with campaign objectives, and outlining how performance would be tracked, analyzed, and optimized over time.
