Totino’s Soul Academy Project
The Soul Academy Project was a summer-long intern project where the Alma Agency interns were briefed on a hypothetical Totino’s pizza rolls campaign targeted to reach West Coast Mexican American teens.
As the digital strategist for this campaign, my job was to curate the mechanics of how all the tactics made by the creatives would live and overlap with one another to keep an ongoing conversation throughout the campaign.
During my research, I learned about Hispanic teens' media consumption habits to understand which digital channels would be the most effective to use, the barriers needed to overcome with our target audience, and how to build a relationship with our audience to effectively take them down the consumer experience.
The Mechanics
Showcases where all tactics that the creatives made will fall into the consumer experience to build awareness, consideration, and conversion, as well as through what platforms.
The Rollout
Same information as the mechanics slide but more in a calendar view to help visualize how all the tactics will live together to deliver a cohesive campaign.
The Consumer Journey
A detailed explaination of the Mexican American teens buying process nd what steps to take to guide them through the journey to purchase Totino’s pizza rolls.
Women’s History Month Story Posts
As the Director of Marketing for Women in Business it is my responsibility to spread awareness of our on-campus club through social media and find unique ways to keep members engaged.
During Women’s History Month, I decided to do a series of story posts on Instagram where each day we highlighted a woman who impacted history until the month's end. In response, our members found women who they could relate to through these posts and got educated on powerful women they never heard of, leading to active conversations between our members.
When curating these posts I used Canva and did research on women throughout different areas of history to reach a wide audience, such as women in politics, music, medicine, and other talents.
