Date of Defense

4-28-2023

Date of Graduation

4-2023

Department

Business - Interdisciplinary

First Advisor

Karen Lancendorfer

Second Advisor

Greg Gerfen

Abstract

MKTG 4810 was structured as a small agency for the fall 2022 and spring 2023 semesters as we worked on a comprehensive advertising campaign for the job-search site, Indeed.com. I worked in conjunction with my entire advertising class to create a campaign for Indeed, a real client looking for an in-depth campaign. Acting as a small agency provided the class with the opportunity to get realistic practice in the roles that we were assigned, from a production lead to a team member of created. In our agency, I acted as an Account Executive, tasked with the organization and communication between the different departments. Our class was asked to create a campaign for Indeed that is aimed at Gen Z and works to raise awareness of the company. Our campaign/thesis for Indeed explored the idea of Gen Z finding themselves through finding employment. After obtaining qualitative and quantitative data through surveys, focus groups, one-on-one interviews, and secondary research. We utilized our research to influence the creative media that we produced. We had to ensure that the campaign was effective and would be successful for Indeed. Our inspiring campaign for Indeed ended with a 30-minute presentation that was judged by three marketing specialists.

Access Setting

Honors Thesis-Restricted

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