Disclaimer: This project was created as a class assignment for a Strategic Communications course at Elon University.
It is entirely fictional. All campaign materials and program details were developed for academic purposes only. This work is not affiliated with, endorsed by, or connected to USTA in any way.
The strategy was grounded in research, including a situational analysis, social media audit, and audience insights that revealed a gap between USTA’s current messaging and the cultural realities of college students of color. Our team identified social media as the primary access point and positioned storytelling, representation, and campus presence as the main drivers of engagement.
I led the situational analysis, SWOT analysis, and content analysis. The research phase shaped the entire strategy. Audience insights drove the creative framing, and every tactic in the final proposal was built directly from what the data showed about how this audience discovers, engages with, and decides to try new activities. This project reflects how I approach strategy: start with the people, build from the research, stay specific.