Coursework

These projects reflect the work I’ve done during my time at the University of Florida. Each one is a testament to the thinking, creating, and problem-solving that shaped how I approach digital marketing and storytelling today.

Integrated Campaign: Café Santo Domingo

ADV4101: Copy & Visualization – Final Project

My team and I built Café Santo Domingo’s U.S. supermarket launch entirely from the ground up. Given the business problem: a well-loved online brand entering a crowded, highly competitive coffee aisle, we created our own advertising objective: motivate existing online buyers to choose the brand in stores. From this, we developed the insight that people hate waiting for something that they love, which inspired our campaign idea, “Stop Waiting. Start Sipping.” I contributed to research, strategy, copywriting, and concept development across TV, outdoor, in-store, guerrilla, and digital executions that all emphasized the immediacy of finding Café Santo Domingo right on the supermarket shelf.

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Fitzco Paid Search Campaign

ADV4300: Media Planning – Final Project

In partnership with Fitzco, an award-winning independent creative agency, my team ran a live Google Search campaign promoting UF’s College of Journalism and Communications. Throughout the semester, we met with Fitzco strategists to refine our approach, optimize performance, and apply real industry feedback. Working with a limited budget, we improved CTR and targeting efficiency through keyword adjustments, audience refinement, and ongoing ongoing data analysis. I contributed to optimization decisions, insight development, persona creation, and our final POE media strategy, translating performance into clear, actionable recommendations.

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Grow Green Team

ADV3403: Branding – Final Project

For this project, my team and I created an original brand from the ground up. We developed Grow Green Team, an eco-conscious gardening kit for kids designed to make sustainability fun and hands-on. I contributed to brand identity development, competitive analysis, audience profiling, and the visual system, which informed our packaging, app interface, print ad, and merchandising strategy. The final campaign positioned Grow Green Team as a mission-driven educational product that fills a gap in the children’s toy market.

  • Digital illustration promoting the GROW GREEN TEAM with a smiling cartoon tree character, green grass foreground, and a yellow sun in the background. The text emphasizes planting seeds for future gardens.

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  • Colorful infographic with a yellow and green background showing an agenda for a presentation, with illustrations of two children watering a plant surrounded by flowers and hanging potted plants.

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  • Infographic titled 'Industry Analysis' with text sections about industry overview, current conditions, and key trends, alongside illustrations of toys, a child playing, and toy packaging.

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  • Comparison of two eco-friendly toy brands, Green Toys and Creativity for Kids, including their logos, product images, and list of strengths and weaknesses.

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  • Illustration of a children's toy market concept focusing on eco-friendly gardening kits, featuring a girl planting seeds with small pots, green hanging plant holders, and a green background with a recycling symbol and the text 'Our Concept'.

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  • S.W.O.T. analysis infographic with four sections on yellow background: Strengths, Weaknesses, Opportunities, and Threats. Green background and flower illustrations decoratively border the infographic.

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  • A graphic showing a branding positioning map with four quadrants labeled high educational value, low educational value, high sustainability, and low sustainability. The map features logos of 'Creativity for Kids' in the high educational value and 'green toys' in the high sustainability quadrants. There is a text box explaining that Grow Green Team is positioned as a leading provider of eco-friendly, educational gardening kits for children, promoting sustainability, responsibility, creativity, and love for nature.

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  • Infographic titled 'Brand Positioning' with three sections explaining target audience, differentiation, and pricing strategy for a gardening kit brand. The target audience is children aged 5-10 and their families interested in sustainable, hands-on activities. Differentiation highlights sustainability and environmental education through gardening kits. Pricing strategy emphasizes affordable, high-quality, sustainable materials with bundled kits and subscription options.

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  • Graphic design about mission and values with cactus plants on left and hanging plant on right. Text includes mission statement and key values like sustainability, education, creativity, family bonding, and accessibility.

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  • A young boy wearing a blue hat and yellow gardening gloves kneels next to a small garden of three potted plants, holding soil in his hands. There is a large yellow sign with green text that reads 'BIG IDEA! Transform gardening into a fun, educational adventure for children, helping them connect with nature while promoting a healthier lifestyle.'

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  • A presentation slide with the title 'Primary Research Logo Feedback' on a green background. It features two logos: one cartoon tree with a smiling face labeled 'Grow Green Team' and a hand holding a small plant labeled 'Grow Green Team'. The slide contains four survey result charts comparing two logos, labeled 'Logo A' and 'Logo B', in pie charts with responses about logo attention, eco-friendliness, values of sustainability, responsibility, and family bonding, and creativity, fun, and child-friendliness.

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  • A visual presentation of the Grow Green Team logo feedback with pie charts showing preference data, logo A and B, and children planting flowers.

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  • Green-themed infographic illustrating brand identity with a smiling cartoon tree character, slogan 'Planting the seed for the next generation of gardeners', sans-serif font, and a color palette including dark green, yellow, lighter green, brown, and pale green.

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  • Colorful infographic poster promoting a community campaign called 'Plant the Future' with a yellow background, green text, and illustrations of flowers and leaves. It details main launch channels, campaign scope, goals, and key messages.

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  • Green background with leaf illustrations and a yellow text box. The header says 'Plant the Future Supporting Brand Growth & Positioning.' The text box contains information about a campaign promoting hands-on gardening activities for kids and parents to build brand credibility and community engagement.

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  • Packaging for a seedling starter kit with a green background and colorful illustrations. The front of the package features a smiling tree, children, flowers, and text about being eco-friendly, educational, and made from recycled materials. A text box on the right explains the product's design and purpose, emphasizing sustainability and educational value.

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  • Graphic detailing the Touchpoints app with mobile screens showing shop and learn pages, and a description of the app's features and branding.

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  • Colorful advertising poster for Plant the Future campaign by Touchpoints Print Advertising, featuring children gardening outdoors, trees, and a Seedling Starter Kit, with text about eco-friendly initiatives and promoting environmental education.

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  • An educational poster with a green background promoting school gardening events. It features a colorful illustrated schoolhouse with a bell and children, teachers, and parents involved in gardening activities. A highlighted text box discusses partnership with local schools for gardening workshops focused on sustainability and parent-child engagement.

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  • Info graphic about Grow Green Team community events, showing a garden stand with gardening tools, seedlings, and a person behind the stand, with a green background and text explaining the activities at farmers markets.

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  • A digital graphic promoting the Grow Green Team app, highlighting support, FAQ, and announcements features, with screenshots of the app interface showing a support page, FAQ, and announcements for spring gardening and upcoming school gardening workshop.

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  • Children planting plants, cartoon style, sunny weather with a smiling sun, thank you message for comments, questions, and thoughts.

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Tinder

ADV3500: Digital Insights – Final Project

My team conducted a semester-long research project analyzing Tinder’s “It Starts With a Swipe” campaign and its attempt to reposition the app for Gen Z. We examined how humor, actor familiarity, and relationship portrayals influenced brand perception, trust, and the stigma around using Tinder for serious relationships. Across secondary research, ethnography, a focus group, an online survey, and controlled experimental levels, we evaluated how Gen Z interprets the campaign.

  • Tinder logo with a wireframe heart design and a black torn paper overlay that reads, 'IT STARTS WITH A SWIPE'. Text on the top right indicates 'FALL 2024'.

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  • A table of contents page with a title 'Table of Contents' and ten listed items, each numbered and contained in rounded rectangles, with a pink flame icon near the top.

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  • Four women with their names and headshots: Claire Kaufman, Maddy Schioppo, Sofi Diaz, and Bella Zaiden. The text reads 'Meet the Team'.

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  • An informational slide discussing Tinder's "It Starts With a Swipe" campaign and featuring two smartphone screens showing dating app profiles and options for sharing preferences.

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  • Graphic titled "Secondary Data" with a pink line graph icon. Logos of Tinder and OkCupid with a 'vs' in pink. Text discussing comparison of Tinder and OkCupid user demographics based on Tinder's index of 103 and OkCupid's 100, analyzing their target audiences.

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  • Slide titled 'Research Objective' with a pink target icon in the upper right corner and a pink flame icon below, containing text about evaluating the impact of Tinder's 'It Starts With a Swipe' campaign on brand perception, trustworthiness, and relationships.

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  • Research variables infographic with sections on brand perception, perceived stigma, actor familiarity, and humor in advertising, discussing measures like Likert scale and their importance in studying Tinder perceptions.

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  • An infographic with two research questions at the top and a section titled "Research Questions" at the bottom. The two questions examine the influence of humor and actor familiarity in Tinder ads and how portraying connections via Tinder affects viewers' and users' perceptions. The background is grid-lined, and there is a small pink flame icon in the bottom right corner.

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  • Research hypotheses diagram showing three hypotheses: 1) Actor familiarity increases trust in Tinder, 2) Humor reduces stigma, 3) Viewing Tinder as casual leads to negative perception. Large bold title and explanatory text below.

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  • Presentation slide titled 'Qualitative Research' with icons of people, magnifying glass, globe, and speech bubbles in pink. The slide contains text about ethnography, methods, insights, and implications related to user sentiment research on digital platforms.

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  • Slide titled 'Qualitative Research' with a pink and black color scheme. Top left has an icon of a woman with glasses and a pen, and top right has a pink flame icon. The slide contains a focus group study with details about participants, key themes, and implications, enclosed in a pink border. Bottom right has a pink icon of three people in discussion around a table.

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  • Online survey interface on a computer monitor discussing Tinder campaign perception questions with multiple choice options for agreement levels.

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  • Comparison of two Tinder advertisements illustrating serious and casual portrayals. The serious portrayal features two women at a colorful diner with a neon sign that reads "Becoming that couple" and humor is high, while the casual portrayal features a couple at a cozy, low-lit restaurant with a neon sign that reads "No pressure, just fun" and humor is low.

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  • A digital infographic titled 'Analytics' with three sections: Platforms showing icons of social media with text about Twitter and Reddit; Demographics with a pie chart icon describing audiences of men aged 25-34 interested in family topics; Associations with a plus-minus circle listing words like 'online dating' and 'Tinder profile' and their relation to American politics. Below, paragraphs describe sentiment analysis and analytics features.

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  • A presentation slide with two sections. The left section contains black text on a white background explaining research methods, specifically focus groups, and their benefits. The right section features the word 'DIFFERENCES' in bold black text, with a small pink flame icon below and to the right.

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  • A digital graphic with the text "Most Interesting Finding" in black, bold, block letters and a pink Tinder flame icon next to it. To the right, there is a paragraph discussing a study about Gen Z's understanding of Tinder's "It Starts With a Swipe" campaign and the importance of brands taking extra steps beyond just launching campaigns.

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  • A thank you slide with the text "THANK YOU! Comments/Questions?" in bold letters. There is a Fire icon above the text, pink stars on the left and right, and small text in the upper right corner that says "FALL 2024." The slide has a subtle grid background.

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Let Her Cook

ADV4910: Undergraduate Advertising Research

This semester-long research project explored how cooking content creators influence audiences’ at-home food preparation, perceptions of healthy eating, and culinary confidence. As a co-author, I helped develop our research question, refine hypotheses, and create a survey using validated multi-item measures to understand how intentional versus incidental exposure shapes behavior.

Our abstract was accepted for presentation at the D.C. Health Communication Conference (2025), where our team shared findings during the undergraduate poster session.

Academic research paper titled 'Let Her Cook: Content Creators, Recipes, and Home Meals' by authors including Simona Rivero and others, affiliated with the University of Florida, discussing social media influence on cooking behaviors and related psychological and behavioral studies.

Rivero, S., Johnson, B. K., Abouhana, I., Prieto, S., Hubbell, J., Atterberry, S., Weiner, A., Kaufman, C., Oster, E., Fargo, T., Al Baissari, R., Band, C., & Zelaya, S. (2025). Let her cook: Content creators, recipes, and home meals. Paper/Poster at The 8th Biennial D.C. Health Communication Conference, Washington D.C.

…and more to come!