https://www.facebook.com/MSUFutureInternational/videos/351489632326003/​​​​​​​

This was a team project that served as one of the single most important learning experiences I had during my undergraduate studies at Missouri State University. The class was Creative Advertising, an advanced course in the creation of broadcast and print advertising that emphasizes strategic planning, developing creative concepts and assistance in writing and polishing copy and visuals within an ad, execution of finished product, and refining presentation skills. Dr. Melissa S. Burnett served as the instructor. You can learn more about her here: https://www.missouristate.edu/mkt/mburnett.aspx

My team members included classmates:  Sarah Butts, Lauren Bratz, Austin Bears, Colin Johnson, Kylie Weems, and Brie Podobnikar

Chris Gawat was a team member who contributed heavily while not even being a part of this class

This project was region-specific meaning that each group was responsible for a different region to target. While we were students and were graded on this, it was a real marketing campaign effort. This was extremely valuable experience as we applied what we learned and learned as the campaign was live by continuously tracking results. Our client was Missouri State University's International Programs (responsible for international student recruitment and admissions). Our client contact was Samantha Francka, who served as a marketing and web specialist for the office of international programs (took over Dr. Burnett's class and Ad Team). 

We were provided a background of the office (services, efforts, where they need help), and a set of objectives. We then as a class identified our audience, hurdles recruiting our audience, multiple measures, and the objectives of the campaign. This was assigned around October 22 and our deadline was December 4th, 2018. Our evaluation was based on a number of criteria that included whether or not our deliverables were clear and well-stated, and whether our strategy, presentation, and execution displayed an undeniable understanding of the problem, target market, and supported by primary and secondary research. Furthermore, we were also critiqued upon unique ideation, authenticity, meeting client expectations, and if the client decided to actually use it. 

We developed digital tactics. The teams bounced around taglines as one collective group until Dr. Burnett and Sam agreed upon one of the finalists. Oddly enough, a play on words that doesn't translate very well in many languages was decided upon, "Meet US in the Middle." From there we developed a social media kit for our brand ambassadors. Ours happened to be a good friend of mine who was part of their organization from New Delhi, India. It served as a guide that anyone could follow and participate actively in the social side of our campaign, using their own accounts. 

The Social Media Kit contained: 

- a summary of social media strategy

-key details (who, what, when, where)

-ways to share your story - provide direction to participants to share their experience with a larger audience using the proper hashtags, social media platforms, user to tag, and messaging guides to make your audience social media savvy    

-photos, videos, and graphics to share on various platforms, minimum 1
for each platform (we normally include images sized for Facebook, twitter, and Instagram)
-Sample posts for twitter, Facebook, Instagram, minimum 3 for each platform
-does it follow Missouri State branding guidelines (before we presented I met with Kevin Agee, a content strategist for the university. His work in MO State's MARCOM, specifically in social was insightful. He praised us for using the University's branding appropriately and checking before posting. He had presented to one of our classes, and I eventually got to work professionally with him indirectly. We were given some conceptual examples to get started. 

I familiarized myself with the image requirements and guidelines in terms of size. A photo for a tweet varies from a Facebook cover photo. Responsive design made this much easier than it used to be and we had to keep in mind that mobile was the new focus and forefront. When you design a web site now for example having a mobile friendly site is not only a plus but the expectation as more visitors are browsing and researching on the go from their fingertips. 

A large component was the Student Spotlight Video. We needed to highlight their experience as an international student at Missouri State in 2 clips (:20-:45 seconds and 1:30-2:30 minutes long). The shorter featurette was a glance into thee longer video working as a 2 part video series was actually optional and we wanted to challenge ourselves further especially after spending a whole day gathering video, pictures, and so on of Harsh (our star). This was to be shot and presented documentary-style but also as a spotlight feature creatively telling the story and persuading others that they can meet us here in the middle of the US and succeed as well by sharing our student's perspective. They promoted MO State's brand awareness, highlighted academics and other competitive/comparative advantages unique to MO State and the Springfield community, such as campus involvement and a glimpse at the vast number of opportunities to join, lead, and participate in organizations. These were shared with all of our target segments via social, in person presentations, and email blasts. 

I wrote the script for and directed our videos. It was amazing to conceptualize something, bring it to Chris, and him physically bring it right to life in front of me. Additionally, I oversaw the video editing process in Adobe Premiere Pro. While I made most of the recommendations I left room for Chris to have some creative say and it led to a better, more collaborative working relationship/experience and a better overall product because we both thought of things the other would not have and found creative inspiration from the others direction. The videographer I hired to help us was Chris Gawat.  

Lauren worked on our original poster design which revolved around our postcard theme. Luckily, when we talked with Dr. Burnett about our idea she said she hated it and refused to let us present it. At this point, we set aside our individual roles and came together as a more cohesive team helping each other out. Lauren asked me to help with the poster since I had more Adobe and design experience. From there, it was a much better poster especially in conveying what we wanted and looking clean and professional. It was integrated with our overall campaign originally but our campaign needed a facelift and that was when I was excited to have more responsibility to let my talents and experience come into play fully It was nice to get in the driver seat but to also have her support and ideas the whole rest of the way as we worked late into the nights on this project. This was to be sent to and featured in high schools in India. The polaroid idea were sparked from the clothes lined pinned with polaroids of far away places and travels telling the story of the office and all who have come through it to MO State. To Dr. Burnett's credit it was a little cliché and  amateur, an example of settling on an idea due to time constraints, stress of all of our other responsibilities, and groupthink. That is usually where I am the odd man out. I want to make the best possible decision and people are usually ready to board the train without me so to speak because I know a better idea or option is just around the corner and can do better. I do not like to accept good enough or the status quo.

Our group was very strong but none of us had experience or the equipment some of the other teams had to produce amazing video. I contracted out a good friend of mine who is extremely talented and had the equipment to help us out which she said was fine to do because, "That's real life." She actually encouraged this once groups began becoming worrisome. She said resourcefulness and networking are very important for reasons such as that. I remember at the beginning of the semester she said you would need to have some fundamental working knowledge using Adobe's creative services, or learn to love it or you would not survive in the class. I was excited to be ahead of the curve. I have always had a creative knack. My art started with drawing before I took introductory painting and photoshop classes my last semester in high school. From there a passion and continued curiosity flourished. Overall, our multi-media presentation was extremely strong visually, had great emotional and logical appeal, connected and resonated with our target audience, and had strong continuity with the rest of the campaign. We were rewarded for going above and beyond what was expected in not only staying up late, working around our schedules, and meeting and communicating with as many decision makers as we we could as often as we could. Our creativity wowed the client, the teacher, and the international student/org leader panelists, our target audience both primary and otherwise.  We considered the clients needs beyond the immediate project and gave the feedback we found to be helpful and evidence supporting our suggested steps. Our outside the box really helped us including my use of the QR code on the poster to drive people where we wanted more easily. No one would type out sufferable long links and look now at the use of QR codes due to the pandemic. The functionality and use has only increased. 

We presented for 20 minutes with no notecards in which every team member contributed to the oral presentation. Our clear communication and displayed strategy, big idea, and understanding of the "problem" at hand were key components to our success. We were praised for our professionalism, ability to grab and hold attention and interest, engaging the client and audience, and supporting overall concepts and objectives, clarity, well-researched, handling of Q&A portion, and memorability. I remember we went before any other group and everyone was blown away. We set the bar so high and were told from teacher and client that we were "hired".

Dr. Burnett could be very stubborn. She could be almost impossible to please. But that is how clients can be sometimes and you are better for it especially as you learn how to communicate professionally when you disagree and put your own ideas, interests, and preferences second to their needs/wants. It was because she knew we could always do better and to never settle until all avenues and possibilities had been explored. Our project reviews were usually discussions by the class. She could always find something to tear apart, but this time, our group presented to her and her panel of experts including our clients and she had nothing for us in terms of constructive criticism. We knocked it out of the park and received the best grade and results in the class. 

Lastly, I monitored the live data of our paid ads to track and measure our success. 

Here are the two links to the videos and everything else. If I could not find the file itself, I at least have a screen shot.