Urban Roots Media Campaign

As part of my media planning class in the ADV/PR sequence, I worked on a semester-long project where my team and I formed a mock media agency, were assigned a client, and developed a comprehensive campaign strategy.

Our client was Urban Roots, an Austin-based nonprofit that empowers youth leaders to grow fresh food and foster a community dedicated to food equity. Over the course of the project, we conducted market research, audience analysis, and media planning to craft a strategic campaign aimed at increasing awareness and engagement for the organization.

While this project was purely for educational purposes and was not implemented by Urban Roots, it provided valuable hands-on experience in collaborative campaign development, strategic media planning, and nonprofit communications.