Coursework
Tide Capstone Project
As part of the capstone requirement to earn my undergraduate degree in mass communication, I took part in creating the following full-fledged advertising campaign for Tide detergent. For our final semester, my classmates and I sought out the best way to communicate Tide's mission–converting 3 in 4 laundry loads from hot to cold water–to 18-34 year olds. Did you know that using cold water is not only better for your clothes, but also better for your budget and the environment?
My focus on this project was conducting research and advising the rest of the class in moving the campaign forward creatively and strategically. Deep primary and secondary research ultimately drove the final product and its deliverables, ensuring that our campaign was both data-driven and highly effective in reaching and resonating with our target demographic. Pages 1-4 details the results of my responsibilities. I also assisted the media team in understanding how an advertising budget is spread across a campaign.
The campaign earned 2nd place in the 2024 National Student Advertising Competition (NSAC). Below is the full plans book we submitted to NSAC.
Spotify Media Plan
I worked on the following project with five other classmates to execute a comprehensive media plan for Spotify, the multifaceted audio entertainment platform. We found that Spotify had a gap in its marketing where podcasts and audiobooks were lacking the spotlight.
As the "creative analyst" of our team, the "Beignet Brigade," my work heavily involved secondary audience research on a variety of media. This research translated into my creative & strategic communication strategies through the media my team and I selected for Spotify. You can find my work ranging from the situation analysis to the specific media vehicles selected (pages 24 to 37).
Corporate Communications Plan
The document below details the steps required for a spinoff company to kickstart an internal corporate communications department. The fictional situation involves Netflix capitalizing on its highly successful "Netflix Originals" films, allowing them to grow a new production company without corporate limitations. My classmates and I considered messaging, mission, structure, priorities, timeline, budget and evaluation in the creation of a successful corporate communications department.
New Product Press Release
This project came before my opportunity to write a real press release. My teacher had us invent new products to practice writing a press release... I invented the "Tesla VoltComm"! It came fairly naturally after my experience as a news reporter.
High School Biology Project
Before you watch the following video, here’s a bit of context. I created this project when I was 15, at a time when I was just beginning to explore video editing and scriptwriting as a hobby. The assignment was to develop an analogy for the parts of a cell in any creative way I chose.
While my skills have evolved significantly since then, my friends and family still insist this is one of the most creative pieces I’ve ever made. I’ll let you be the judge! Though I haven’t revisited it since the day I submitted it, my biology teacher was impressed enough to show it to all her students—and I earned a 105% on the project, a record I never managed to surpass in college.
Sharing this is both a nod to my early passion for storytelling and a reminder of how far I’ve come. Enjoy!