At the University of North Florida, each advertising or public relations student must complete their “senior seminar” course, whether they join Campaigns or complete an independent study. The Campaigns class is widely recognized among communications’ students as your first step into the business world. The class is structured like a full service agency. There are many departments such as Creative, Events and Production; we elect campaign and department directors; and, most importantly, the class is assigned a real-life, in operation business to represent and “pitch”.

For the Spring 2014 semester, my class, or “agency”, was assigned local non-profit school Meros Academy and was instructed to help them in establishing their new school in the Jacksonville community through a fully integrated advertising and online campaign. Our agency, Mosaic Media, took on the route of developing a campaign that would establish brand awareness and interest in the community, which was directed at one of Meros’ number one goals – financial support. Our campaign, “Pave the Way”, was built with numerous creative and digital pieces included posters, social media plans and radio/TV spots.

My role in the agency was Creative Director. I led a group of two other advertising students and we were responsible for any and all creative pieces needed for the campaign, including the final presentation and Planbook. The Planbook is a very important aspect of the entire course. This is the book that holds all the campaign details developed by the agency. This is something that the client can take with them to review the ideas and use when evaluating the campaign. Specifically, I was in charge of designing/building the Planbook due to my experience and comfort level working with InDesign. I also assisted in creating the business cards, donation card and Facebook Business Page design for the campaign.

Please look through the Planbook below to learn more about our campaign. There is also a link to view the individual pieces I created, below.

View Full Meros Academy Planbook

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