Advertising Campaigns

For my capstone, Advertising Campaigns, we created student ran advertising agencies. Each agency competed in a pitch for the same client by responding to a request for proposal (RFP) issued by that client.

The RFP campaign objectives were; 

To develop meaningful messaging and pair with the appropriate media platform to:
1. Introduce United Way’s mission of ending poverty and expanding opportunity to a new
audience
2. Increase Engagement to United Way via two methods: 1) Direct Donation and/or 2) Email Sign-up

Our agency conducted primary and secondary market research, executed a
competitive analysis and SWOT analysis, determined key insights, developed positioning, wrote a creative
brief, developed a media plan and budget, executed creative and ensured that the campaign was measurable.

All agencies created and submitted a
written proposal and executed a pitch in front of a panel of judges, which
included client representatives. The judges then chose from the different agencies for a winner. 

My agency was the winning team!