Highlighted here are my favorite school projects, ranging from papers to media assignments.
For graduate projects, the executive summaries detail what the paper or presentation is about. For undergraduate projects, I merely summarize but still include links to the projects.
Wonders & Worries Advertising Creative
For over 17 years, Wonders & Worries has provided free counseling resources and services to help kids and teens build their well-being and cope with a parent’s serious illness. Wonders & Worries is the only nonprofit in the nation that has a comprehensive program dedicated to providing free, professional support for children in English and Spanish.
Wonders & Worries is in a unique situation for two reasons, they have built the nonprofit to incorporate addressing both a B2B audience with their Registered Wonders & Worries Provider program (RWWP), and a B2C audience with the WonderWorks box. Also, RWWP is at a point where they have more incoming clients than they can handle. Generally, Wonders & Worries wants to increase their incoming revenue stream to be able to assist the families who are suffering with parental illness.
To meet their needs, our team developed an advertising strategy that uses Functional Theory of Attitudes to tackle both B2B and B2C advertising needs. We identified the main functions being Utilitarian, Social Adjustive, Value Expressive and Knowledge and then formed an integrated campaign that includes messaging in the paid, owned and shared media spaces.
This is a QR code to a Twine story game I developed to help audiences understand different stakeholders' perspectives in Wonders & Worries, including families, relatives, and medical professionals.