ABOUT THE ROLE
I graduated from the University of Missouri in May 2023, where I studied journalism with an emphasis in strategic communications and a certificate in multicultural studies. As I look back at my time in college, I couldn't be more grateful for my experience at the Missouri School of Journalism. I transferred to Mizzou as a sophomore, looking for a school that offered me greater opportunities for growth and specialized in the subjects I was interested in pursuing. While the choice to leave behind the community I had found at my first university was difficult, I can confidently say it was one of the best decisions I have ever made for myself.
Below, you will find some of my favorite projects that I worked on in my journalism and strategic communications classes over my three years at Mizzou – with everything from print ads to video production.
Mock Print Advertisements: Levi's Jeans
For my final assignment of my Advanced Strategic Writing course, I was able to create a campaign for one of my favorite brands : Levi's Jeans. After searching through my closet for inspiration, I quickly realized that every piece of denim I own – from high-waisted overalls to an oversized '80s jacket – is secondhand. Upon looking into Levi's current company developments as well as recent market trends within the retail sphere, I realized that the market for secondhand clothing is more prominent than ever before. I decided to create a campaign targeted towards Levi's Gen Z customer base – a group known for their thriftiness and self-expression through clothing. This campaign would be centered around an online competition, in which Levi's consumers can upcycle their favorite piece of secondhand denim and submit it through the hashtag, #howiupcycle. The selected winners would receive new art supplies and free apparel from Levi's secondhand store, and the first prize winner would be given a large cash prize in addition to having their design recreated on items in Levi's in-person secondhand storefront.
Mock Print Advertisements: Method
For my 2023 New Year's resolution, I decided to make a stronger effort in reducing my consumption of single-use plastics. This means bringing my reusable grocery bags with me every time I go shopping, packing a lunch instead of buying something to-go and always bringing my own mug to my favorite campus coffee shop. So when creating a campaign for Method in my Advanced Strategic Writing class, I was immediately drawn to their reusable soap bottles. Made with aluminum, these bottles last a lifetime . . . literally. In order to really convey just how long these bottles last, I utilized copy that playfully pokes at the things in life that don't last quite as long as we hope they will.
Mock Print Advertisements: Burger King
As a part of my Advanced Strategic Writing course, I was assigned to create a campaign for Burger King. With spring break around the corner, I was drawn to the idea of a road trip – filled with nature, adventure and roads less traveled. Through this campaign, I wanted to highlight Burger King's deep roots in American culture and wide range of locations scattered around the country. Because of these factors, I hoped to present Burger King as the perfect mid-exploration snack. Whether you're hiking through the mountains, driving across the desert or surfing massive waves, Burger King is just around the corner with a quick and delicious meal to fuel your next adventure.
Mock Print Advertisements: Disney Plus
For an assignment in my Advanced Strategic Writing course, we were asked to create a campaign for our streaming service of choice. After spending my holiday break watching countless Disney classics with my little sister, I was inspired to create print advertisements that captured the prominence of Disney films in the lives of Gen Z. While we're no longer the children that begged our moms to buy us an Alice from "Alice in Wonderland" costume for Halloween or tried to memorize every lyric of "Tale As Old As Time," Disney's iconic movies still bring us the same feelings of childlike joy. Through this campaign, I aimed to target Gen Z, capturing the nostalgia of movie magic in a way that was aesthetic, tongue-in-cheek and modern. I organized and photographed each scene, edited and designed the ads, wrote all of the copy and – most importantly – served as the hand model. As an extension, I pitched and mocked up a Disney+ Magazine — an artistic publication aimed at Disney's older Gen Z and millennial fans.
Mock Print Advertisements: Barnum's Original Animal Crackers
For the first assignment of my Advanced Strategic Writing course, we were tasked with creating a campaign for the beloved snack brand, Barnum's Original Animal Crackers. As someone passionate about environmental issues, I wanted to focus on Barnum's recent rebranding that removed the animals on their packaging from their cages and placed them free in the wild. Through this campaign, I wanted to capture Barnum's new persona while also bringing awareness to an issue very near and dear to me. I wrote all of the copy in the print advertisements below, as well as challenged myself to put together designs that captured the vision behind my words.
Print Journalism: Social Media and the American Migration to Europe
While studying abroad in the capital of the European Union, Brussels, Belgium, I was exposed to high rates of immigration and surrounded by an amazingly wide array of cultural diversity. During my five months here, I took Reporting Abroad, a course taught by acclaimed European journalist, Gareth Harding. When asked to write an analysis piece on a topic of our choice regarding the American experience in Europe, I was immediately drawn to American emigration. Specifically, the impact of social media networks, such as TikTok, on the increased migration of young Americans to European countries.
Mock Campaign: Death Wish Coffee
As a barista and longtime caffeine addict, putting together a mock advertising campaign for Death Wish Coffee was the dream assignment. This project was a part of my Strategic Writing and Design course, which I took in the fall semester of my junior year. I took on a variety of roles within my team, aiding in the creative ideation process, assisting with copy, designing our creative brief, writing our video script and creating one of our three final print ads.
Below you can find our final presentation, alongside a few of the materials I put together!
Mock Research Report: Planet Fitness
In my junior year course, Strategic Communications Research, I worked in a team of three to conduct an extensive research report on Planet Fitness and the present health and fitness industry. Between secondary research, surveys and in-depth interviews, we were able to draw several strong conclusions that could inform Planet Fitness on how to better target those between the ages of 18 and 24.
Print Journalism: Katelyn Fonner Continues to
Rebuild After Hurricane Katrina
For my sophomore year course, Applied Projects for Journalism and Strategic Communications, I was given the opportunity to write a profile story on someone in my life who had undergone a life-changing experience. I ultimately chose Katelyn Fonner, a senior in my a cappella group and an incoming science teacher. In this piece, I explored how young Fonner's experience fleeing from Hurricane Katrina impacted her desire to pursue a career in education.
Multimedia Journalism: The Impact of COVID-19
on MU Music Students
The pandemic posed a variety of challenges for all college students. However, those studying the performing arts experienced unique difficulties. During my sophomore year course, Applied Projects for Journalism and Strategic Communications, I worked in a team of four students to put together a news package that included video, audio, print and infographics. I held a variety of responsibilities within this project, but focused primarily on our video and audio components. Below you will find our video coverage, which I filmed alongside a fellow team member. Additionally, I interviewed the majority of our subjects and assisted in writing the anchor script. After conducting these interviews, I put together our audio coverage – taking on scriptwriting, editing and narrating.
Media Kit: Hardcore College Clothing
While in my Applied Projects for Journalism and Strategic Communications course, I had the opportunity to create a media kit for a local business. Working with a small group of students, we decided to cover Hardcore College Clothing – a customized clothing brand run by an MU freshman. For this package, we produced a video, provided scripts with suggested anchor narration, captured photos and wrote a press release. While I had a hand in all of these pieces, I took charge of our video and video script. I developed this story concept, communicated with our sources, filmed alongside a group member, recorded the voice-overs and edited the video. I love working with small business owners and found fulfillment in creating content which this student was able to include on her business's website.
