As part of a the core Strategic Communications class that I took at UW-Madison, Principles and Practices of Strategic Communication (or J345), a team of classmates and I created a mock campaign book for the real life client, Hilton Hotels.

I was part of the creative team for this semester-long project, and I worked a lot on creating mock advertisements, press releases, and media content for the campaign book. In addition, I assisted other teammates in other sections of the book concerning our situation analyses, campaign strategies, media tactics, and PR plans. I also proofread and edited the entire campaign book once we were finished to ensure a clean and precise final edit.

At the end of the semester, we presented our project to other classmates and our mock ‘stakeholders,’ the professors of the course. I liked this project because it gave me a glimpse into what it takes to work on a creative campaign in a professional setting. I learned real-world strategic communication techniques and gleaned a better understanding of strategic communication as a field.