CLA Campaign
The Task: For this final project, I developed a comprehensive strategic communications campaign for the College of Liberal Arts (CLA) at the University of Minnesota. The objective was to position CLA as a "first-choice" college. Starting with a completely new campaign concept, market research was the backbone of the target audience and campaign messaging. This project required the creation of a full-scale campaign book, including brand positioning, audience segmentation, and an integrated media strategy across paid, owned, and earned channels.
The Execution: My group, Black Lotus, conceptualized and executed a strategic identity designed to strengthen the CLA brand beyond individual departments. We focused on differentiating the University of Minnesota through financial transparency and a welcoming brand identity. Acting as the Lead Creative Developer, I developed a messaging framework tailored to different student decision stages and highlighting previously unrepresented resources. To bring the strategy to life, we designed a 28-page campaign book using Canva, Adobe InDesign, and Photoshop. We used market research tools such as MRI Simmons, Statista, and Mintel, as well as conducting our own primary market research to build the foundations of the campaign. We synthesized market research and KPI-driven tactics into a professional client pitch.