About:

In my senior year at Texas Tech University, I had the honor of being the Media Director for our National Student Advertising Competition (NSAC) team. Our client, Indeed, challenged us to increase unaided consideration by the end of December 2023. In addition to contributing as Media Director, I also assisted with all primary research as a member of that team before my promotion. In my role I led a team of four media members in developing a messaging strategy, determining media placements and timings, selecting spot markets, and was in charge of creating the zero-based budget Indeed asked from us. Our strategy was ultimately influenced by the Consumer Pathway Model and ran throughout two overarching phases of Understanding and Loyalty. The goal of this timing was to meet the client’s need of peaking unaided consideration in December 2023 and then leveraging the peak hiring months of January and February to increase the likelihood of adoption and create brand advocates. As a result of our campaign, we won Best Media Plan, Best Big Idea, and 2nd Place among all schools in Texas, Oklahoma, Louisiana, and Arkansas.