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scratch pad.

member > media director > president

Fall 2023 - Present

scratch pad. is JMU’s student-led advertising agency that competes annually in the American Advertising Federation’s (AAF) National Student Advertising Competition (NSAC). Each year, we research, strategize, and develop a full-scale creative advertising campaign for a major brand client, presenting directly to industry judges at the district level.

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The agency functions as a fully structured organization with departments in strategy, media, research, and creative, giving students hands-on experience developing a real-world campaign from brief to execution.

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Our Process

1. RESEARCH

(WHERE THE PARTY STARTS)

Review and dissect the NSAC client brief to identify the marketing challenge and objectives. 

Design and distribute primary surveys to collect quantitative data from target audiences.

Develop focus group questions and host moderated sessions to gather qualitative insights.

Perform secondary research using credible databases, journals, and news sources.

Monitor trends, social conversation, and cultural shifts relevant to the campaign topic.

Competition

Our Plansbooks

2024-2025 CLIENT:
AT&T
 

CAMPAIGN GOAL: INCREASE BRAND LOVE AMONG GEN Z
5TH PLACE AT TRI-STATE COMPETITION

2023-2024 CLIENT: TIDE

CAMPAIGN GOAL: ENCOURAGE GEN Z TO WASH CLOTHES ON COLD
3RD PLACE AT TRI-STATE COMPETITION

Over my three years with scratch pad., I’ve experienced every stage of the campaign process, from building insights to leading an entire agency. This organization taught me how to merge creativity and strategy, communicate across disciplines, and lead a team toward a unified vision.

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What makes our success especially meaningful is that scratch pad. operates entirely as a student-run club, not a class. At the National Student Advertising Competition, every other team participates as part of a for-credit capstone course; yet, our members dedicate their time voluntarily, meeting Monday nights and some weekends to create agency-level work. That makes our 3rd and 5th place District wins even more rewarding, representing not just skill but genuine passion, collaboration, and commitment.

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