Hope Kelley

You made it! Welcome to my portfolio!

I'm a senior (4.5, got an extra half lap :)) Advertising major at the University of Georgia. I have a minor in communication, and certificate in new media. I'm a photographer, and I love creating shots that mimic film! I dabble in a lot of things and have a ton of random, but yet useful skills. Explore, have fun, add me on LinkedIn!

Experience

Education

Skills

• Adobe Creative Suite
• Microsoft Office Suite
• Photography: Canon Products
• Google Analytics
• Google Ad Search

New Media Portfolio Link

Click the Image to go to NMIX Portfolio

Certificates

• Google Analytics
• Google Ad Search
• Adobe Photoshop
• Adobe Illustrator

Class Projects

• Advertising Communication Management

  PDF Link

  For this project we were asked to write a strategic planning paper. Using the steps of strategic planning and the various themes learned through case studies we were asked to choose a brand that was failing or in a decline stage of it's existence. Or simply put, just not working. Me and my team choose Peloton for their recent ads, and describe in detail their issues throughout their old and new campaigns and where they are missing the mark. Additionally, my team and I built out a new strategic plan with some insights for Peloton going into their newer campaigns.

• Media Strategy and Activation Campaign

  PDF Link

  For this project my team and I were asked to build out a media plan for the brand Altoids. The campaign parameters were to be a 12-month campaign beginning January 1st, 2021 and end December 1, 2021. Our hypothetical budget was $30 million (including $7 million in digital) for national communication and marketing expenses. Additionally, $3 million extra to be allocated to local activation within three markets that demonstrate high potential.

  We used Media Flight Plan (an online media planning simulator), Simmons, and an Excel spreadsheet with tons of data concerning consumer attitudes with Altoids.

  We started off this project in January 2020, before the start of the Covid-19 pandemic and had to make many changes within the planning to reflect the needs of our client in the uncertain times that may precede in the future.

• Brand Storytelling

  PDF Link

  I built out this fun slide deck, so enjoy! For this project we were tasked with selecting a local client in Athens, Georgia and creating a complete transmedia storytelling campaign for that client. This project included the plan book itself as well as a client pitch. The plan book would include a situational analysis, the marketing and communication direction, and tactics and executions of these.

• Insights and Analytics

  PDF Link

  For this project me and my team were challenged to think about a particular idea in social media advertising and research that area. Our particular idea was over junk food advertising on social media. We started this project by first researching already existing studies and to build off our study using some of the principles and question formats used by the researchers. Additionally, we created our own research questions using the best practices to avoid biases or confusion within our survey. We used quartics as our survey hosting and collected a sample to analyze.

  For analysis, we use Excel Spreadsheets. Here we used best practices and refined our data to get the truest results and get rid of any half-answered questionnaires. We constructed pivot tables and graphs to help further analyze our data.

  And lastly, we drew up our conclusion according to the data in the document above!

Writing Sample

Evaluative critical analysis of Lorraine Hansberry's “The Black Revolution and The White Backlash"

PDF Link to Paper