Caroline Wright

• Collaborated with agency planning team to construct multi-channel media flowcharts that reflect client advertising needs and overall media strategy • Evaluated data to extract audience and channel insights that would optimize the effectiveness of each campaign • Assisted in creating budget scenarios to present to clients in order to determine the most effective media spending strategy on each channel

• Designed experiments to understand online purchasing behavior for CPGs through analysis of data collected on “quick view” usage to determine impact on purchase likelihood • Examined various pasta labels and categorized brands by order of high to low familiarity to determine if familiarity will affect consumer decision-making • Collaborated with Graduate Researchers to find relevant research data through analysis of articles related to native advertising in order to help facilitate experiment design

• Fostered partnership with MSU “Accafellas” group to generate earned coverage strategies, including social media takeover and street performances, in order to raise awareness for upcoming “Accafellas” events

• Conducted analysis on automotive broadcast advertisements for US market, categorizing competitor ads and offering insight into which creative elements drive KPIs for Buick/GMC. • Identified best performing creative choices for Buick and GMC and made recommendations to ensure alignment of broadcast advertisements for overall brand strategy • Performed audits of competitors’ site/social user-experience to optimize performance for Buick

• Demonstrated diverse product knowledge by assisting customers in custom koi pond creation and maintenance • Aided customers in koi pond problem-solving through creative idea generation

Varsity Volleyball Varsity Track and Field Optimist Club Volunteer