G.R.O.W.T.H. Initiative Program x City Living New York
Commercial songwriting, media planning, social media strategy, creative strategy, data analysis, deck design
100 Roses From Concrete’s 2020 G.R.O.W.T.H. Initiative Program, is dedicated to helping multicultural college students gain hands-on advertising and marketing experience. As a Media Planning Intern, I not only designed original content for the brand, but also identified target audience insights, analyzed key data to determine KPIs, formulated a strategic media mix, and finally, both wrote + sang an original commercial jingle for the final project deliverable.
City Living New York, our assigned client, is a non-profit organization dedicated to helping those aging out of the foster care system. From orchestrating apartment makeovers to connecting youth with the necessary resources to thrive, City Living has certainly made a positive impact on not only their clients but also the New York community.
While I initially began working with this client on a creative team via the G.R.O.W.T.H. Initiative Program, after the first project had been completed, I was hired independently as a Social Media Strategy Intern (and later as a part-time team member). This role meant picking up where my team had left off, and “freshen up” the brand’s media presence. From editing the organization’s website to completely transforming City Living’s Instagram, Facebook, and Twitter accounts, this project has kept my hands full! I am beyond excited to be working with this organization and am looking forward to seeing the final transformation of this brand.
Bold graphics.
The following tiles were carefully designed for the City Living Instagram account, to raise brand awareness, connect with users, and brighten the brand’s media feed.
Clean mockups.
The following content was made in collaboration with my creative team via G.R.O.W.T.H. This includes mockups for the brand’s media platforms to seamlessly re-brand City Living.
Simple strategy.
The following social media plan was created independently during my role as an intern. With a focus on City Living’s Instagram & LinkedIn accounts, this media strategy also includes tips to help the brand succeed with future projects.
Television Commercial
This is the 30-second ad for the final television spot, which was a collaborative project with my creative team. The video features “Home,” an original jingle that I specifically wrote for this project.