NSAC

For my senior capstone class, we competed in the National Student Advertising Competition (NSAC). My peers and I collaborated on a campaign for AT&T to build a positive relationship with Gen Z. The objective was to shift their perception of AT&T from just a network provider to a brand that people feel connected to. Through research, including surveys, focus groups and concept testing, we determined that Gen Z values authenticity and meaningful connections. Our key insight was that AT&T supports the milestones in life, whether it's a student starting college, a recent graduate or a young professional advancing in their career, AT&T is with them. The campaign’s big idea, captured in the tagline "More than a Signal," emphasized AT&T as a connector beyond just service. As a member of the Integrated Marketing Campaign (IMC) team, I helped develop and plan the executions and ensured that our executions aligned with our campaign goals and key research findings.