Education

Strategic Campaign Casebook

This comprehensive casebook is the culmination of a semester-long team project in my course titled Principles and Practice of Strategic Communication, focused on creating a complete strategic campaign for a fictional client, Marriott Bonvoy. 

Our mission was to elevate the Marriott Bonvoy Boundless Credit Card, crafting a campaign that resonates with the audience while highlighting its unique benefits and features. From market research to creative ideation, every step was a learning experience.

I played the role of Media Director, where was responsible for creating the media plan, which included the selection of print and broadcast vehicles, the creation of a media flowchart and the budget spreadsheet. I was also responsible for interactive and non-traditional media placements. You can find the Media Plan on pages 27-34.

We used targeted messaging to tailor to our primary and secondary audience demographics and engaging content to appeal to the audience through engaging advertisements.

Enjoy!