The 40 Years of Cinemark campaign was developed by my team in the ADVG Campaigns course to celebrate Cinemark's 40th anniversary in 2024 through new advertisements, promotional events, and social media strategies. As the advertising account planner, I led two focus groups and a detailed survey to explore how streaming services and shifting demographics impact moviegoing. These insights guided the creation of compelling social media ads that emphasized the unique experience of watching films at Cinemark theaters.

My group and I conducted a comprehensive brand audit for SWOOP to gain deep insights into the organization's current positioning, strengths, and challenges. Our analysis was pivotal in preparing for the upcoming open house, where we aimed to attract new members while addressing existing issues. By identifying key opportunities for growth and improvement, we developed actionable recommendations to help SWOOP evolve into a stronger, more vibrant community.

Introducing the Freelancing Social Media Planner project, a recent endeavor that involved creating a social media marketing plan for a hair stylist named Vanessa in Dallas, Texas. I tracked her engagement and insights, analyzing previous content, and determining the best content and captions to post to the business's social media account.

As the account planner for the Ardmore, Oklahoma Marketing Proposal, I led market research to uncover insights on tourism trends, target audiences, and the city’s competitive landscape. Using these findings, I developed a data-driven strategy with consumer personas, journey maps, and messaging frameworks to modernize Ardmore’s travel marketing. My strategic leadership shaped our creative work, helped win a scholarship, and provided the city council with a clear roadmap to boost tourism engagement.

As part of Team Ford in SWOOP, my group and I created a comprehensive marketing campaign for UNT Transportation Services aimed at enhancing their web design, improving access to parking lot information, strengthening social media marketing, and helping the department appear more genuine and student-focused. Our campaign also introduced ideas for community engagement activities and financial support options for students in need. As the team’s strategist, I developed community engagement initiatives like a dunk tank, tabling events, free parking permit giveaways, and contributed to our PR and overall marketing strategy. Our client fell in love with the dunk tank idea as they are planning to implement for future events! I also played a key role in distributing flyers to increase survey participation for our research, conducted our product analysis, and defined our target audience.

This campaign was created as part of a mentee-led project, where I had the opportunity to mentor four students while also serving as the account executive and strategist. In addition to guiding the overall direction of the campaign, I contributed to the design of the presentation, developed the tagline, and supported the creation of the media strategy. It was a collaborative effort that not only reimagined Apple Music Replay for Gen Z but also celebrated Apple Music’s 10-year anniversary by introducing a nostalgic feature highlighting music from the past few decades.