Account Management
During my time at Syracuse University I served as account manager for a variety of student-run advertising campaigns.
New Balance
I led a team of three strategists creating a new advertising campaign for New Balance positioning them as the brand for consumers who break from the herd. People who are comfortable with themselves choose the superior comfort of New Balance shoes.
Research
Objective
We are not claiming to be the best looking, or the best performing sneaker, but we are a reliable, comfortable, and easy-to style shoe. We're the shoe for counter-culture sneaker enthusiasts fed up with over-hyped releases and our goal is to get New Balance into the portfolio of sneakers (average of 6 pairs) that Americans own.
Single-Minded Proposition
People who are comfortable with themselves choose the superior comfort of New Balance shoes
Campaign Proposal
I designed the slides for our final campaign presentation and honed group members’ oral presentation skills by facilitating mock pitch sessions. I also created the strategy and creative behind the New Balance App and commercial.
Pawp
I managed and organized a timeline for a team of creatives, strategists and media planners. I conducted research on target audience in creation of creative brief and decided on “Lifelong companions don’t have to be lifelong stressors with Pawp” as our single-minded proposition.
Research
Creative Brief
In creating our creative or communications brief, I conducted extensive research using a variety of databases, such as MRI Simmons and Mintel reports. I analyzed and compared Pawp's 24/7 pet insurance offerings to more traditional forms of veterinary care.
Insight
Pet owners consider themselves "parents" to their furry companions and want to provide the best for them, but veterinary care is neither affordable nor accessible.
Single-Minded Proposition
Lifelong companions don’t have to be lifelong stressors with Pawp.
Campaign Proposal
I designed the slides for our final campaign presentation and honed group members’ oral presentation skills by facilitating mock pitch sessions. Our presentation was awarded "Best Campaign Overall" beating ten other teams in our advertising class.
CitrusTV
I oversaw a team of 5 through the entire campaign creation process for CitrusTV, Syracuse University’s student-run TV Studio. Collaborated with TNH Greenhouse Director through weekly meetings to discuss progress and set goals. Connected with team members to communicate deadlines and efficiently complete assignment. Awarded Best Creative Campaign by agency.
Research
Problem
CitrusTV is a viable source of entertainment and news but lacks a great presence and activity via social media.
Solution
Syracuse is known for its basketball and prestigious communication program, and merging the two to help athletes with disabilities, we will increase CitrusTVs reach and expand on new platforms while giving back to a worthy cause.
For every custom jersey sold at the Duke game with Buddy Bohemim's signature, we will donate $10 to the American Athlete's with Disabilities organization.
Campaign Proposal
Job Watch
Led a team of video producers in directing a compelling PSA campaign titled “Job Watch” to raise awareness of the rise of income scams and pyramid schemes during the pandemic. Created a comprehensive campaign strategy for promotion and distribution.
Research
Insight
The coronavirus has led to a surge in unemployment. With 10.1 million Americans in need of and searching for jobs, income scams such as pyramid schemes rose 70% as companies took advantage of high school students, recent college graduates, and middle-aged people in need of remote opportunities.
Objective
Job Watch will produce three PSA videos targeting each of the vulnerable demographics to income scams and use visual storytelling and audience targeting to cater our message in a way that will inform, shock and move.
Single-Minded Proposition
“It’s not the dream. It’s a scheme.”
Campaign Proposal
I designed the campaign logo and slides for our final campaign presentation and honed group members’ oral presentation skills by facilitating mock pitch sessions. Our presentation received top-marks by the professor and was awarded "best in class."
