AdZou
As a final project in the Strategic Communication Program at Mizzou, students are required to join a student-run ad agency for their last semester. Each team is hired by a client to run research and develop a campaign. I had the privilege of being a part of Gateway Agency with seven other students, working with our client Mizzou Admissions.
Abby Struttmann- Copywriter Brandon Eigenman- Qualitative Strategist Mary Keller- Strategist
Cece Hensley- Digital Strategist Shelby Henderson- PR Specialist Katelyn Meyerpeter- Designer
Isabella Filippone- Account Manager Clare Foley- Media Planner
The Client.
Mizzou Admissions challenged us to find trends in the college decision-making process during the pandemic among incoming high school seniors for the Fall of 2021 and freshmen currently enrolled.
My team spent 16 weeks conducting research, analyzing data, developing insights, and creating a campaign. Through our research, we found ways for Mizzou Admissions to better reach its target consumer through multiple channels.
My Role as Media Planner.
In this position, I helped formulate an integrated brand campaign and run qualitative and quantitative research. I developed media objectives and strategies to reach our target market and ran a complete media analysis.
I researched estimated costs to develop media plan recommendations, including a return on the client’s investment. I also created a detailed timeline to give to our client as a guide for content publication and a media plan calendar to show this timeline in the format of the calendar year.