Holly Hop Ice Cream Shoppe Advertising Campaign

During my final semester in college, my colleagues and I designed a comprehensive advertising campaign for a local ice cream shop in Lubbock, Texas, serving as both the Account Executive and Creative Director.

As the Account Executive, I skillfully managed team progress, facilitated communication to meet tight deadlines, and effectively handled the client's budget. In my role as Creative Director, I crafted a cohesive campaign book, curated photo assets, designed a brand logo, and established a distinct voice for our advertising agency. Additionally, my team and I conceptualized and presented a compelling campaign pitch.

The campaign's marketing objective was to heighten brand awareness across the city and neighboring towns. Employing market research and survey analysis, we identified a target audience and devised creative strategies to effectively reach them. A comprehensive evaluation of competitors' strengths and weaknesses provided crucial insights into Holly Hop's positioning in the ice cream industry. Our SWOT analysis further uncovered opportunities to enhance existing marketing strategies.

Our survey analysis, yielding over 1,200 responses, guided our targeting strategy based on demographics and psychographics. From this data, we formulated three primary objectives: increase brand awareness, foster brand loyalty, and boost online presence.

To achieve these objectives, we brainstormed innovative marketing communication ideas, including a mobile ice cream cart (p. 51), a punch card loyalty program (p. 54), and targeted social media campaigns. Many of these ideas from our campaign have been successfully integrated into Holly Hop's current business model.

Feel free to explore the full campaign book below!

*All photos in the project gallery and campaign book were photographed by myself