What

My sophomore year I was selected to join NSAC (National Student Advertising Competition) to help rebrand and develop a national campaign for Tai Pei. My performance during this campaign elected me to return for the following year to complete work on a campaign for Ocean Spray.

NSAC (according to their website) is "the premier college advertising competition that provides more than 2,000 college students the real-world experience of creating a strategic advertising/marketing/media campaign for a corporate client". The college I attended participates in this annually and I was grateful for the experience!

The project included a small team of talented students with design, public relations, or advertising majors.

Tai Pei // 2016-2017

The Tai Pei campaign was created over two semesters. During the first semester, our team focused on research. We developed and administered surveys, analyzed demographic statistics, conducted taste tests, and lead focus groups to help develop a strategy. In the second semester, we reviewed the survey results, developed our target audience, planned product placements, created media strategies, worked with the given budget, and created various media to represent the brand.

My favorite memory in developing the campaign was when I made the Tai Pei radio/podcast spot. I was able to put my previous Cinema/sound engineering major to use and create a funny ad placement. Another great memory was animating the banners, Snapchat filter, and Tai Pei dragon for the keynote presentation.

I helped in the following ways: I created animations for the keynote presentation, Snapchat filter, product design, video, radio, print advertisement concept and production, collected data for research via focus groups and surveys, developed consumer profiles based on research, and gave creative direction as needed.

Our Tai Pei campaign won fourth place at NSAC and bronze at Chattanooga's Advertising Federation Awards.

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See the campaign booklet here.