Date of Defense
Date of Graduation
My thesis details my contribution to the 2022 NSAC American Advertising Federation Case Competition. This year’s client, Meta, teamed up with advertising students from across the nation to compete in an integrated marketing campaign for the NSAC American Advertising Federation Case Competition held in April 2022. The client provided teams with background information on the company, the desired target audience, and specific objectives they wanted to be achieved. They provided the teams with a campaign brief detailing all the needed information and set a budget for the campaign of $10 million. Our team was made up of senior Advertising and Promotion students at Western Michigan University, led by faculty advisor Dr. Karen Lancendorfer. Over the course of the semester we researched, strategized, and designed a fully integrated marketing campaign for the client to implement.
To increase productivity and efficiency of our work while also giving students agency-like experience, the class was split into 5 separate teams that mimicked the various departments of an advertising agency. These departments included strategy, creative, media, production, and account.
The first step in the creation of the campaign was the collection of primary and secondary research regarding back to college habits and opinions regarding virtual reality connection devices. Next, we identified our target audience and developed relevant insights to build our campaign around.
I held a couple different positions throughout the duration of this campaign. I acted as Media Director, and supervised the media, social media, and IMC teams to help devise a comprehensive media plan for the campaign. Additionally, I was the Plans Book Designer and set the standards for how the plans book would be formatted. In all, I designed 14 of the total 26 pages. Another role I held in this campaign was that of presenter. I had the privilege of being chosen as one of the four presenters for our team and worked with the others to record a 20- minute presentation that was submitted to the client for our April deadline.
Caldwell, Katherine, "AAF's National Student Advertising Competition" (2022). Honors Theses. 3528.