The Capstone Project

In the Fall of 2020, a client reached out to us in order to help come up with a fun ad campaign for her business. She owns a local boutique in Baton Rouge, LA, called MOXI Boutique and was more than happy to have the graduating class of the 2020 Fall semester create her campaign.

Our class nominated me to be the official project manager. I organized and communicated with my teams and our client to complete our massive campaign. To find out how I did it, click the image to the right.

In this project, I was also a part of the account planning team. In this experience, I had to take off my leadership hat and put on my team member hat, because there was someone else who led that team. At first, the transition was difficult because I was always ready do my job. However, as time passed by, it became easier for me because I learned that in order to do my job, I had to let someone else take over and lead us into the direction we needed to go.

For our Capstone project, being on the account planning team meant research. Strategy is nothing without thorough research. So, the account planners and I set off on an adventure on who could find the most valuable information on local boutiques.

As a team, we came together to conduct primary and secondary research. We acquired data from databases and curated questions for surveys and interviews. Then, we disemminated the surveys and interviews as a class. We discovered an immense amount of information that helped us understand the many facets of the camaign.

We were responsible for coming up with a SWOT analysis for our client. We collaborated, post-research, to understand our client's business and how we could best serve them and their target audience.

Once we conducted secondary research, we were able to compile Key Industry Trends for our client. We wanted to give her a bird's eye view of how the industry was doing as a whole and use that information to our advantage.

Next, the account planning team highlightedt key success factors. We knew it would be important for our client to know information like this so that she can continue to be as successful as possible.. It's not something that needed to be added, but we thought it was imporant enough for her to know once she ran her campaign and maintain returning customers. I was responsible for finding the key success factors on my own through searching through databases like IBISWorld and Statista.

No ad campaign is successful without knowing who their target audience is. For this, the whole account planning team set out to understand the client's target audience. We went through database after database to find information on them after conducting an interview with the client. We learned that her target audience differs from what databases have said. So, we knew we needed to learn more information about them. We ran surveys and conducted interview to find out that information.

We also know that tailoring a message to only one target audience wouldn't be enough, because the demographic that came up in our research only accounted for a fraction of the population. We knew that in order to reach as many people as possible, we needed to tailor our message to fit a secondary target audience. The account planning team and I disseminated more surveys and conducted more interviews to find out who the client's secondary target audience would be. 

We also know that tailoring a message to only one target audience wouldn't be enough, because the demographic that came up in our research only accounted for a fraction of the population. We knew that in order to reach as many people as possible, we needed to tailor our message to fit a secondary target audience. The account planning team and I disseminated more surveys and conducted more interviews to find out who the client's secondary target audience would be. 

While conducting primary research, we found out a lot about our client's target audiences. The account planning team and I went through all of the answers we gathered from the surveys and interviews and compiled some important insights for our client. She needed to know the information so that she could understand the direction and logic behind the campaign we came up for her.

The account planning team and I collaborated to fully understand the issues that the client was facing when it came to compeition. By conducting our research, we laid out a list of the most important issues, the evidence behind those issues, and developed a plan to resolve the issues for our client through our ad campaign.

For every problem, there is a solution. Most of the time. After conducting extensive research, the account planning team and I got together to figure out the objectives for the client's ad campaign. As a class, we brainstormed and collaborated to imgaine the concept and a tagline that would entice our target audience.

For every problem, there is a solution. Most of the time. After conducting extensive research, the account planning team and I got together to figure out the objectives for the client's ad campaign. As a class, we brainstormed and collaborated to imgaine the concept and a tagline that would entice our target audience.

Every campaign needs to have an evaluation to see if it's been successful. The account planning team and I put our heads together to come up with that evaluation for our client. We broke it down by each objective and had to think creatively on how to measure success for each one. A lot of brainpower went into our measurements, and we agreed that further testing, compeition analysis on social media, and social media self analysis would be best to measure the success of the campaign.