AdLab

At the largest student-run advertising agency in the U.S.,
I worked as a strategist serving different local clients each semester.

For the Massachusetts Veterans Service Officers Association (MVSOA), I conducted a brand audit, developed a research proposal, and delivered a final research report outlining key insights and marketing recommendations. This process ensured alignment between the client and creative team, providing strategic direction based on thorough primary and secondary research.

Conducting a preliminary investigation into the industry, client, audience, and general environment to provide the team with a clear direction.

Brand Audit

Creative Brief

Establishing alignment between client and the creative team ensures a shared understanding of objectives, target audience, insight, tone, and messaging, allowing everyone to stay on the same page and facilitating efficient feedback.

Primary/Secondary Research

Research Proposal

Client Presentation with Research Report

Creating a detailed plan for primary and secondary research, including setting objectives, determining target interview and questionnaire numbers, and establishing a research schedule.

For primary research, I created questionnaire on Qualtrics and gathered interviewees via Google Forms. For secondary research, I used Mintel, Google Scholar, and related organizations' articles.

In the final report, we synthesize the data (65+ surveys & 3 interviewees) and organize them into four insights with three marketing recommendations. Lastly, it also includes areas for improvement.

Example:

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