FamilySearch Advertising Campaign

FamilySearch is an incredible brand, but they aren't the most appealing company to Gen Z. This was the point of my internship: market effectively to BYU students. After considering FamilySearch's brand position and Gen Z's tendencies, I created a fleshed out advertising campaign for FamilySearch. I defined the ideal target market on BYU campus, outlined specific marketing goals and strategies to best reach the target market, and built mockups of various creative executions.

This advertising campaign provided FamilySearch with relevant insights about Gen Z and a potential way to reach these students. Understanding Gen Z will help FamilySearch level up their marketing efforts.

You can access the full campaign here


Close Campaign Description

Frazil Partnerships

Interns actually can make a real-world difference

Frazil is the fastest growing slush company in the world. Because of that growth, they're looking for anywhere and everywhere to promote their brand.

This is where my internship came in. I was assigned two different projects to boost Frazil's brand. The first was to recruit over 60 independently-owned chains for the Free Frazil Friday (FFF) campaign, which I did with a 63% success rate. I also coordinated the delivery of hundreds of cases of Frazil and marketing materials to the recruited locations.

My second project was to create and present an official partnership proposal to Frazil's executive board. I conducted dozens of hours of secondary research to determine which companies are most brand compatible with and strategically attractive to Frazil. I narrowed all this research down to 3 companies that would best play to Frazil's strengths. You can see my full presentation at the link below.

Ultimately, the executive board chose to implement one of my suggestions: they partnered with the Utah Hockey Club, the newest professional sports team in Utah and the hottest team in the entire NHL. This partnership made brand awareness explode, as almost 500K people watched fans guzzle Frazil for a chance to win a year's supply of Frazil in this past season alone. It went so well that they are renewing the partnership for this upcoming year.

Here's a description of the partnership shared on LinkedIn by Frazil's CMO, Sam Owens.

Official Frazil Partnerships Proposal

Sam's full LinkedIn Post


Close Proposal Description

Uncrustables Spec Project

Are you ready to experience the swirl?

As a student in the best Advertising program in the world, I have developed plenty of mock (or spec) advertising campaigns. One of these was for Uncrustables. We were tasked to design a full advertising campaign targeting Gen Z. The campaign included primary research, creative executions, and an overall marketing strategy. I conducted much of that research and worked as the copywriter, contributing all of the written material in the campaign (including the Spotify ad you see below) and wording our entire strategy.

Uncrustables Campaign Strategy


Close Spec Project Description

BoxOffice Pro

The first internship was so good, Frazil begged for a sequel

Frazil is new to the movie theater channel. So, to establish Frazil as a big slushie player, I created the strategy and creative brief for the magazine cover and the in-magazine ad featured below for BoxOffice Pro, one of the biggest movie theater magazines in the world. Not only that, but this edition premiered at Cineshow, placing thousands of copies across the biggest movie theater trade show in the country.

Properly executing my advertising strategy necessitated Frazil's first lifestyle photoshoot for movie theaters as well. This equipped Frazil with all the necessary tools to explode onto the theater scene.

Close BoxOffice Pro Description

Creamies

Social Media wasn't going to cut it

My team and I were challenged by Creamies to grow their social media with the end goal of reaching a new, younger target demographic. A worthy goal... but upon further analysis, we determined that social media would not do enough on its own.

As part of a suggested brand refresh to truly reach a younger demographic, I designed new packaging that is more colorful, eye-catching, and more effectively showcases Creamies.

Close Creamies Description