Each year, the American Advertising Federation sponsors the National Student Advertising Competition. A corporate sponsor provides a case study and students across the country pitch an integrated communications campaign to the client.
For the 2014 NSAC, I worked with a group of 26 students and served on the strategy team. The strategy team worked day and night to understand the target consumer’s perceptions of beauty, Mary Kay, and the Mary Kay selling model. We synthesized our research into a creative brief and big idea that set the tone for creative, media strategy, and brand activation.
I worked with another team member to conduct an ethnographic study. We used a five-day beauty journal to understand the target consumer’s attitudes towards Mary Kay before and after sampling the product.
We developed a 27 page plan book and 20 minute pitch presentation for representatives of Mary Kay and New York advertising agencies. Screenshots of the research section of the plan book, which was designed by the production team, are below.
Before I studied away in Los Angeles, my friends shared their LA bucket lists, which were helpful in shaping my trip. After living in the city for 4 months, I’ve put together my own practical guide to travel, TV tapings, things to do, and places to eat. I hope you find this helpful while planning your semester.
I was delighted to learn that I was chosen for the Steve Pacheco scholarship from The Advertising Club of New York. Pacheco (Director of Advertising at FedEx) was named Advertising Person of the Year and this scholarship was presented at the award ceremony in his honor.
Before the ceremony, Pacheco spoke with a small group of young professionals. I enjoyed learning about his vision (to be creative, inspiring, and generous) and what he looks for in prospective hires (big brains, serious talent, unparalleled passion, and constant curiosity). Following the conversation was next was the networking portion of the evening. It was thrilling to meet and connect with professionals across the advertising spectrum in New York. I hope to participate in more Ad Club programs in the future.
As part of my semester away in Los Angeles, I am interning in Trailer Park. It’s not a gathering of mobile homes–it’s the Hollywood-based entertainment marketing and content agency for entertainment studios, networks, an brands. To help win new business, I dive deep into target audiences and competitive industries. Furthermore, As a member of the integrated planning team, I also support work for clients in the digital space.
I am spending the fall semester in Los Angeles for the Ithaca College LA program. On Tuesday, we climbed Mount Lee to see the Hollywood Sign (see picture above) and last night we sat in on the taping of NBC’s Undatable at Warner Brother Studios. I’ll post another update once I secure an internship, but please let me know if you have any advice for my time in California!
They say big things are happening in Dallas.
In June, I relocated to Dallas, Texas for an internship in the Weber Shandwick Southwest digital practice. So far, I have worked on the American Airlines, Radio Shack, Big Ten Conference, Essilor of America, and new business accounts. I also published two articles on the company blog.
In partnership with World Book Night US, I gave away 20 copies of Tina Fey’s biography Bossypants to students at Ithaca College on April 23. For World Book Night, thousands of volunteers distribute half a million free books. Volunteers choose a title from a list of 32 books, pick up the special edition books from a local bookstore, and distribute the books to light and non-readers. I chose Bossypants because I thought students in the Park School of Communication would find Fey’s story inspiring.
The giveaway went very well–and I’m looking forward to volunteering again next year. Thanks to Dave Cameron for telling me about this organization.