American Advertising Federation's National Student Advertising Competition, 2019

The Ask: Elevate the image of the hot dog to increase primary demand.

Insight: Even though hot dogs are a staple in American Culture, Moms are five times more likely to purchase hot dogs than they are to serve them for dinner.

Strategy: Convince mom, the most powerful influence when it comes to grocery shopping and family dinner, to see hot dogs the same way she sees her other dinnertime staples.

My Role:

• Account Executive: Work closely with various departments to ensure a timely execution of a campaign that adheres to the client's objectives.

• Research and Strategy: Analyze results from Qualtrics, Google Survey, MRI+, Simmons, Mintel, etc. to help develop the overall campaign strategy.

• Storyteller: Assisted with writing and drafting the final plansbook. Presented to the Chief Executive Officer, President/Chief Operating Officer, Chief Marketing Officer, and Creative Director of Wienerschnitzel.

Recognition:

• Districts: 1st Place

• Semi-Finals: 7th Place

• Nationals: 7th Place Overall, Best Use of Marketing Research

Many thanks to:

• Advisors: Professor Christine Ure and Professor Oscar Chilabato

• Research: Bianca Carangelo (Me!), Michaela Doonan, Alexxus Garvey, Donovan Kelley, Madelyn Geisinger

• Creative: Sydney Gray, Andrew Thompson, Lindsay Saiia

• Media: Emma Ruben, Mariana Sosa, Erik Lindaas, Hannah Cotu, Laura Zakrewski

• Production: Manal Jakhar, Shane Sukhlal, Shaylyn McCarthy, Andrew Badway, Brieanne Johnson

• Traffic Manager and Travel Coordinator: Hannah Sill