ABOUT THE ROLE
In the spring semester of my senior year, I continued my time at MOJO Ad as Team Lark's Content Manager. While in this role, I was responsible for overseeing all written creative tasks related to the development of the State of the YAYA book, an in-depth and artistic research report on the 18- to 24-year-old market.
Plan Book
The State of the YAYA is a free, annual, in-depth research report on the 18- to 24-year old market compiled and written by MOJO Ad staff. The report is based on our national survey of more than 700 YAYA consumers. Each year, we help marketers understand and connect with this market and their world. This report sheds light on who they are, including their attitudes regarding brand authenticity, careers, entertainment, politics, social justice and more.
Here, you will find the culmination of our semester : Team Lark's plan book. This book was designed by our amazing art director, Jack Rintoul, and written by myself.
You can download our book here.
Presentation
Below you will find the filming of our live final presentation. The slides were designed by our graphic designer, Emily Williams, and the script written by myself and my lovely teammate, Abby Proffer.
Social Media
To promote both our presentation and our book, we created several weeks of social media content to be shared on the MOJO Ad Instagram and LinkedIn pages. Below you will see the posts Team Lark's creative team built, for which I wrote captions, created graphic copy and captured several of the photos.
Team Branding
As a team full of nature enthusiasts and animal lovers, we immediately knew that our presentation and book would adopt a similar style, paying homage to vintage national park posters and National Geographic issues. Thus, we wanted a name to match.
After passing up on kings of the jungle and those at the top of the food chain, I was drawn to a more unsuspecting creature: the Lark.
The Lark is known for its pervading sense of optimism, its symbolism of joy and its ability to guide other birds in flight. This unique bird may be small, but its influence is large. Just like the members of our team, the Lark fosters a sense of hope that we ultimately wanted to share with everyone who saw our work.
To the left you will see the logo variations of our team name I created, designed by our art director, Jack Rintoul, and graphic designer, Emily Williams.
Role: Content Manager
Account Manager: Abby Blasingame
Art Director: Jack Rintoul
Copywriter: Abby Proffer
Digital Strategist: Sabrina Tran
Graphic Designer: Emily Williams
Media Planner: Kate Freitag
Qualitative Strategist: Preston Newhouse
Quantitative Strategist: Maddie Hawes
Public Relations Specialist: Adriana Montano
Video Producer: Lauren Verbrugge