The 2011 National Student Advertising Competition’s client was JCPenney, a company that wished to re-establish itself as a fashion destination in the minds of women aged 25-34. A full 20% of the judging critera went to the $100 million national media plan and campaign evaluation. I designed a national media plan that reached 75% of the target audience on an average of 6 times per month and received highest judging marks.
