For my capstone project, I worked with 12 other advertising/public relations seniors on an integrated marketing campaign. The Baltimore Orioles were our client - they tasked us with creating a campaign that branched the Orioles into the esports industry. By only giving us goals and guidelines to start, we were able to use our creativity and acquired skills to build this campaign from the ground up. As a team, we conducted primary and secondary research, developed marketing and communication strategies based on key insights, planned campaign logistics, made deliverables, and pinpointed the proper evaluation metrics. To bring it all together, we put together a plansbook and a pitch that detailed our entire campaign. As the Media Director, I was the main copywriter for the final steps of the campaign, which included writing and editing all copy that went into the book and putting together a video pitch. The second half of the campaign process was completed remotely as school was cancelled, which presented a unique learning experience along with some challenges. I had to learn on the go how to manage people remotely while getting things done, and ensuring our final campaign was something we could be proud of. It was such an amazing opportunity to work with the Orioles and truly an unparalleled learning experience! 

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Find some snapshots of the plansbook below!