In this class, we worked on a campaign for our client, Purina Dog Chow. We began the project by performing intense research through Simmons survey data to understand our client’s history and current target audience. Our research revealed that the client was missing a large demographic with marginalized groups and those individuals with a more liberal outlook. We created a SWOT and competitive analysis to comprehend and organize the information as a base for our campaign and to identify our unique selling point:  99% of the ingredients used in Purina dog chow is from the United States. Through data-driven analytics, we set our goal to expand Purina Dog Chow’s consumer base to include a more diverse demographic through increased social media presence and reworking the language and tone they use.

Our campaign was called “It’s good to be home” and it included a situation analysis, creative plan, media plan, a public relations plan and a final casebook and presentation to bring it all together. Within my team, I was the Public Relations Director and I invite you to view the finished products that are located below. In the final presentation, we were voted by our peers as the best in the class!