DICK’s Sporting Goods Holiday Campaign:
Objective: Develop an PR campaign to increase awareness, acceptance, and action during the holiday retail season.
Approach: Conducted secondary research on holiday shopping trends and primary research through surveys, in-person interviews, and a focus group with 117 respondents to identify shopping pain points. Created "Bundle Up," featuring women's sports icons Paige Bueckers, Tara Davis-Woodhall, and Jaedyn Shaw curating sport-specific gift bundles and pop-up events in four cities, emphasizing convenience and the cultural momentum of women's sports.
Outcome: Successfully won the competition among student teams. The campaign positioned DICK'S as the go-to holiday destination for athletes by addressing the need for curated, affordable gift bundles and media exposure through pop-up experiences and athlete influencer partnerships.
AutoNation DRV PNK Executive Briefing Document:
Objective: Develop a media relations strategy for Hope on the Slopes, a quarterly breast cancer awareness event concept for AutoNation's DRV PNK initiative.
Approach: Analyzed articles using Muck Rack to identify newsworthy patterns from past campaigns. Built a targeted media list of journalists and created customized pitches for broadcast, consumer, and business sectors, along with social media content and executive briefing materials.
Outcome: Delivered a complete media relations plan with pitches customized for broadcast, consumer, and business outlets. The strategy showed how tailoring messaging to different media sectors helps secure coverage for AutoNation's quarterly events.
USARL Consumer Research Study:
Objective: Conduct an in-depth analysis of Gen Z attitudes toward American rugby to help USARL build a U.S. fanbase.
Approach: Utilized Qualtrics to survey 172 Gen Z respondents and conducted qualitative in-person interviews with players and fans to gather data on viewing habits, merchandise preferences, and gender dynamics.
Outcome: Delivered insights identifying three key barriers (weak local club investment, minimal athlete social media presence, poor women's fanwear quality) and provided recommendations for grassroots community building and athlete brand development to capture the Gen Z women's sports market.
Red Bull x MOCA Consumer Promotion Partnership:
Objective: Design a three-month consumer promotion partnership for Red Bull and the Museum of Contemporary Art Los Angeles.
Approach: Utilized brand and property analysis to identify strategic alignment around street culture. Created three programs: a curated exhibition, "Red Bull Can(vas) Clash" art competition with limited-edition can packaging, and weekly live performance events, emphasizing Red Bull's role in fueling creativity.
Outcome: Delivered a comprehensive partnership proposal that repositioned Red Bull beyond extreme sports into the art world while driving summer foot traffic to MOCA through events, sampling, contests, and premiums.