Uplift Education

n Spring 2024, I served as an Account Planner and Strategist for SWOOP Student Agency, the University of North Texas’ on-campus advertising agency. That semester, we partnered with Commerce House (CoHo) to develop a fully integrated campaign for their client, Uplift Education—a nonprofit charter school network focused on empowering students across North Texas.

My primary role involved leading the research and strategy side of the campaign. I conducted both primary and secondary research, crafting key sections of the plansbook including the executive summary, situation analysis, audience research, S.W.O.T. analysis, creative brief, and marketing strategy (Pages 3–18, 30–33, 41, 43). My sociology background allowed me to approach insights with both analytical depth and cultural sensitivity—ensuring that our campaign was both data-driven and human-centered.

Due to the small size of our team, I also took on several cross-functional roles. I supported our social media manager by writing Instagram captions (Pages 46–47), and I collaborated with our art director to conceptualize the visual theme of our plansbook. I pitched the idea of using a school notebook aesthetic—complete with yearbook spreads, worksheets, and hand-drawn notes—to reflect the educational mission of the client while making the content feel warm and engaging.

In addition, I co-developed a PR activation with our media planner (Page 53), and took on many account management responsibilities: communicating directly with CoHo and Uplift representatives, building the campaign timeline, and keeping our team on track with internal deadlines. When our account manager stepped away mid-project, I helped guide the team through final deliverables and client presentations.

This project strengthened my ability to think strategically across departments, translate research into actionable creative direction, and lead with accountability in a fast-paced, agency-style environment.