FSU Advertising Program: The Century Council

For my Creative Strategy class I worked in a team of 5 individuals to create an integrated marketing plan for The Century Council: Distillers against underage drinking and drunk driving. This particular campaign was a PSA against binge drinking among people 18-24 years of age. We were responsible for every aspect of the campaign including primary and secondary research, public relations, promotions, branding and creative design, and media planning and budget allocation. I worked as the Creative Director within my team and was responsible for all print ads as well as the outdoor advertisements and promotional fliers. I also designed a website homepage. We published a plans book to present to our client and finally pitched our campaign in a 20 minute presentation. (Note: the client was not actually present, our professor posed as the client) We held weekly consultations with our "client" and were responsible for keeping our client in the know by sending a weekly progress report.

Key skills acquired: How to sell your ideas to the client, the importance of research, & keeping a good relationship with the client