Projects
Oath Advertising Knockout Challenge -1st Place
Oath, Fall 2017
Challenge: With a $2 million budget, our challenge was to grow the millennial audience across the Yahoo Finance brand while increasing overall Yahoo finance app downloads.
Strategy: Only 27% of Yahoo Finance users fall into the millennial category. We wanted to show millennials the importance of valuing their financial decisions today. Therefore, we created an advertising campaign based on three concepts:
Experience the Value: We would perform the social experiment at college campuses, child care centers, grocery stores, and young professional conferences across the United States. The purpose was to test millennials on their financial knowledge and show them the gaps in their knowledge. We will record the experiment and condense it into a video series.
Decide the Value: We would partner with Ryot to create an AR finance game. The game will be accessed through the Yahoo app and will show individuals how their decisions will impact their future.
Invest in the Value: Our next step would be to personalize the app to encourage user retention.
Result: We earned 1st place in the competition.
Dear Coffee, You Complete Me
Digital Analytics Blog, Fall 2016
Challenge: Write a blog and collect analytics of it over five months.
Strategy: My blog is a “love letter” to coffee. Many people can’t go a day without coffee, and I wanted to
create a blog to show them they aren’t alone. The content varied from “coffee pick-up lines” to “the science behind not spilling your coffee” to “what coffee means to me.” However, each post tied back to the main idea that coffee “completes me.” I promoted my blog posts through social media and tracked the analytics.
Result: Between Facebook and Twitter, my Facebook received the most engagement from followers. In fact, my post about coffee pick-up lines was shared in South America and helped my post to be read by over 140 people. Through Blogger and Hootsuite, I collected analytics and insights about the blog.
I earned an A for the project and my professor was impressed I could write so many articles about coffee.
Link to the top performing post
#MeantforGreatness
Lincoln Public Schools (LPS) Gifted Education Program, Fall 2016
Challenge: LPS has continually struggled to find new mentors for their gifted program. Our goal was to create a campaign to educate people about gifted students and increase the number of mentors.
Strategy: Originally, the LPS Mentor program did not have a brand purpose. After doing some research on the psychology of gifted students, I created a brand that focused on teaching students they are more than just a grade. Too often gifted students become blind to their other talents because they are so focused on their academics; LPS mentor program is meant to change that idea.
After creating the brand purpose, my group came up with the campaign #MeantforGreatness. The campaign uses paid, owned and earned media to recruit new mentors. The focal point of the campaign is a STEM carnival meant to build a community for students and parents and recruit new mentors.
Result: Dr. Joan Jacobs and her assistants were excited for the brand idea. She said it gave her goose bumps when we presented it to her. They took the strategy and proposed it to the LPS administration for the Fall of 2017.
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"Success Starts Small"
Omaha Children's Hospital, Fall 2018
Challenge: One of Omaha Children’s Hospital affiliates approached our team to create an interactive campaign that increased kindergarten readiness in the Lincoln community.
Strategy: As the brand strategist, it was my job to analyze research and advise the team on effective strategies for the campaign.
Based on my research, the campaign to focus on educating Lincoln parents how everyday interactions between them and their child can have positive effects on the child’s abilities to learn in the future. We titled the campaign, “Success Starts Small,” because we wanted to remind parents that small interactions like smiling and talking to their child can lead to significant impacts.
We broke the campaign into two deliverables: infographic posters and puppet postcards. Additionally, we decided to deliver them to various businesses in the Lincoln community; for example, the Lincoln Zoo, grocery stores, and the Nebraska Capitol. The content of each deliverable was tailored to its distribution location.
Result: The client loved the idea, and they passed the idea on to one of their teams to be implemented in 2019.
Electric Vehicle Distribution
Union Pacific, Fall 2017
Challenge: With the current rise in autonomous vehicles, we identified new and emerging auto parts suppliers that Union Pacific should target as customers. Additionally, we determined markets with the highest growth potential in the United States for vehicle sales and then analyzed Union Pacific’s current ramp capacity in those areas for adequacy.
Strategy: Conducted three weeks of research through scholarly articles and experts in electric vehicles. We concluded that Union Pacific should target SUZUKI, CATL, Valeo, and SANHUA as target customers. Each brand is a big contender in the electric vehicle market. Additionally, we determined the best strategy is to expand Salt Lake City’s ramp.
Result: We presented our solution to Union Pacific Executives; one was the Senior Executive of the intermodal group, and two others were sales managers for the region. Based on our work, they utilizes our pursue our strategy and contact CATL for future business.
"At Home with Target" - 2nd Place
Target, Spring 2018
Challenge: Our challenge was to create a campaign for Target focused on increasing sells for the Home and Décor department.
Strategy: One of Target’s competitive advantages is their brand partnerships with businesses like Hearth & Hand with Magnolia, Opalhouse and Project 62.
For our advertising campaign, we highlighted all of these partnerships by introducing an innovative app where customers could browse and purchase products. Additionally, we enhanced the consumer experience by adding an AR segment that allowed customers a preview of what the furniture would look like in their homes before purchasing.
Result: We earned 2nd place in the competition.