Author: taramcqueen

Please contact me directly for recent and relevant project experience. This page highlights shareable content of my non-private portfolio.

As the Account Executive for my group, I delegated tasks to each of my team members as we successfully created one of my favorite advertising campaigns. Please read below to see what our campaign focused on:

“This campaign examines the factors that prevent college students from voting and suggests effective ways to readjust their perception and motivate them to register and vote. Through extensive research via online surveys and in-depth interviews, we have found key insights that led us to this campaign’s theme: Vital Votes. These groundbreaking insights allowed us to develop strategies to reach out and connect with college students through social media, flyers and posters.”

Click the link below to view the entire plan book. It’s worth it – I promise!

Vital Votes Plan Book

View a quick preview of my team’s channel planning media strategy:

“This media plan reaches Snapple’s target audiences in the most efficient and effective way. By engaging with its audience, Snapple will develop a larger and more passionate following. By increasing awareness more thoroughly around the U.S., Snapple will reach Top-of-Mind awareness at a quicker and more powerful rate. This campaign focuses its advertising efforts during the warmer seasons. There is a drop in sales that correlates with the drop in temperature because consumers are less likely to purchase refrigerated beverages in colder months; therefore, the budget will not be applied for winter months. As the digital realm is increasing, tracking media habits become harder. In order for Snapple to stay relevant, continual research on trends and media habits is mandatory.”

Click the link below to view the entire media plan:

Snapple Media Plan

My team and I conducted thorough quantitative and qualitative research via various methods. We created a survey using Qualtrics and posted it on various social media to attract the target audience’s participation and hosted in-depth interviews with multiple subjects and were able to create useful data and information. These insights helped us strategize a creative brief and conclude how Snapple could achieve its mission to cultivate awareness and brand preference among a variety of national audiences. Click the link below to view the project.

Snapple Research and Evaluation

I was given a task to create and implement a multimedia strategy for a nonprofit in Fort Worth. My partner and I were matched with the Arts Council of Fort Worth. After several meetings with our client, we conducted research, formulated a creative brief, and were able to create radio, print and video advertisements for the Arts Council.

To view all parts of this project email me at taramcqueen7@gmail.com.