A person's hands typing on a laptop keyboard on a white desk, with some pens, highlighters, and a sheet of paper nearby.

Coursework

These projects highlight the strategic thinking, creative execution, and analytical skills I’ve developed throughout my coursework at the University of Florida. Each project challenged me to think critically, create intentionally, and adapt to real-world goals.

Grow Green Team

ADV3403: Branding — Final Project

For our final project in Branding, we were challenged to create an original brand from the ground up. My group developed Grow Green Team, an eco-conscious, educational gardening kit brand for children. We developed a full brand identity and strategic campaign, incorporating competitor analysis using Hoover, primary and secondary research, target audience profiling, visual identity development, and packaging design. This resulted in a cohesive multi-channel campaign, including a mobile app interface, print ad, and merchandising strategy. Our goal was to fill a gap in the educational toy market with a mission-driven product that promotes sustainability, responsibility, and family bonding. 

  • 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.

    (Slide 1 of 22)

  • 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.

    (Slide 2 of 22)

  • 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.

    (Slide 3 of 22)

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

    (Slide 4 of 22)

  • 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'.

    (Slide 5 of 22)

  • 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.

    (Slide 6 of 22)

  • 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.

    (Slide 7 of 22)

  • 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.

    (Slide 8 of 22)

  • 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.

    (Slide 9 of 22)

  • 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.'

    (Slide 10 of 22)

  • 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.

    (Slide 11 of 22)

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

    (Slide 12 of 22)

  • 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.

    (Slide 13 of 22)

  • 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.

    (Slide 14 of 22)

  • 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.

    (Slide 15 of 22)

  • 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.

    (Slide 16 of 22)

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

    (Slide 17 of 22)

  • 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.

    (Slide 18 of 22)

  • 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.

    (Slide 19 of 22)

  • 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.

    (Slide 20 of 22)

  • 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.

    (Slide 21 of 22)

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

    (Slide 22 of 22)

Tinder

ADV3500: Digital Insights — Final Project

For my Digital Insights course, my group and I conducted a semester-long analysis of Tinder’s “It Starts With a Swipe” campaign. Each phase of the project—from secondary research and ethnography to focus groups, surveys, and analytics—built toward a comprehensive understanding of how Gen Z perceives the brand. Using tools like Brandwatch and Talkwalker, we uncovered insights about trust, stigma, and campaign resonance, ultimately presenting our data-driven recommendations to enhance Tinder’s positioning and engagement strategy. Our final presentation showcases our findings, insights, and conclusions. 

  • 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'.

    (Slide 1 of 17)

  • 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.

    (Slide 2 of 17)

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

    (Slide 3 of 17)

  • 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.

    (Slide 4 of 17)

  • 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.

    (Slide 5 of 17)

  • 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.

    (Slide 6 of 17)

  • 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.

    (Slide 7 of 17)

  • 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.

    (Slide 8 of 17)

  • 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.

    (Slide 9 of 17)

  • 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.

    (Slide 10 of 17)

  • 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.

    (Slide 11 of 17)

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

    (Slide 12 of 17)

  • 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.

    (Slide 13 of 17)

  • 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.

    (Slide 14 of 17)

  • 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.

    (Slide 15 of 17)

  • 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.

    (Slide 16 of 17)

  • 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.

    (Slide 17 of 17)

Clorox

ADV3001: Advertising Strategy — Final Project

As part of my Advertising Strategy course, my team and I conducted an in-depth brand analysis of Clorox, examining its market positioning, audience segments, and competitive landscape. Using S&P Global Marketplace and MRI Simmons, we evaluated consumer behavior, financial position, and category trends to identify areas of opportunity. Building on these insights, we developed a targeted mini campaign, which included messaging strategies and media placement recommendations.

  • Clorox Advertising Campaign cover with various Clorox cleaning products including a disinfecting bleach bottle, disinfecting wipes container, spray bottle, and toilet bowl cleaner with bleach against a blue background.

    (Slide 1 of 13)

  • Cleaning supplies including spray bottles, sponges, a rag, and bottles of detergent on a reflective surface.

    (Slide 2 of 13)

  • A presentation slide displaying the company analysis of Clorox, with the logo below. The slide includes the industry type, household products, and outlines the company's mission, culture, and values.

    (Slide 3 of 13)

  • Company analysis financial report showcasing 2023 highlights, including net income of 161 million dollars and revenue of 2.093 billion dollars, with additional details on gross revenue, profit, margins, expenses, and operating profit.

    (Slide 4 of 13)

  • A business infographic with three sections: Financial Position, Industry Comparison, and Insights, featuring financial data, industry metrics, and marketing insights, with a lower section displaying three Clorox disinfectant spray bottles.

    (Slide 5 of 13)

  • Slide titled 'Market Analysis' with a graphic of a magnifying glass examining small human icons representing demographics. The slide contains sections on Race, Age, and Income, with descriptive information about consumer behavior and preferences related to Clorox usage.

    (Slide 6 of 13)

  • Market analysis infographic with blue background, white text, and a line art illustration of a human head with a gear inside. Sections include 'Healthy Lifestyle,' 'Environmentally Conscious,' and 'Experience with Cleaning Products,' discussing consumer interests, environmental campaigns, and engagement in cleaning product segments.

    (Slide 7 of 13)

  • Market analysis slide with a black background, large white text on the left reading 'Market Analysis', a white world map with three red location markers underneath the text. To the right, sections titled 'Geographic Insights', 'Identified Problems', and 'Opportunities' in blue text, with bullet points providing data about brand loyalty, regional brand awareness gaps, and marketing strategies.

    (Slide 8 of 13)

  • A person wearing an apron and orange gloves holding cleaning tools, with a bucket containing cleaning supplies such as a bleach bottle labeled 'Clorox Disinfecting Bleach' and other cleaning products, in front of a blue background.

    (Slide 9 of 13)

  • Hand holding a spray bottle and cleaning a countertop in a kitchen, with overlaid text about product analysis and customer satisfaction for Clorox cleaning products.

    (Slide 10 of 13)

  • Cleaning supplies including gloves, brushes, and sprays arranged on a wooden surface used for consumer analysis presentation slide

    (Slide 11 of 13)

  • A blue presentation slide titled 'Creative Brief' with six sections labeled OBJECTIVE, TARGET, INSIGHT, POSITION, EXECUTION, and MEASUREMENT, each containing text outlining goals and strategies for a Clorox marketing campaign.

    (Slide 12 of 13)

  • A collage of various Clorox cleaning and disinfecting products, including wipes, bleach, and spray bottles, with the text 'THANK YOU! Comments/Questions?' overlaid.

    (Slide 13 of 13)

Coffee Culture

ENC3252: Strategic Communication — Content Marketing Proposal

For the content marketing unit in Writing for Strategic Communication, I developed a content marketing proposal for Coffee Culture, a local Gainesville coffee shop lacking a clear brand identity or digital presence. The proposal outlined a three-phase approach to build brand awareness, grow social media engagement, and increase foot traffic through community-centered storytelling, curated content calendars, and local partnerships. This proposal highlights Coffee Culture’s unique atmosphere and potential as a Gainesville staple, and lays a foundation for authentic, long-term brand growth.

  • Cover page of a presentation titled "Coffee Culture," with a logo at the top reading "Coffee & Culture" and a subtitle "It's a Way of Life." The page includes names, locations, and presentation details, with abstract coffee bean and cup illustrations in earthy tones.

    (Slide 1 of 9)

  • A brochure page with text and two images, one of a coffee shop's exterior sign with a red background and white text reading 'Coffee Culture' and a digital drive-thru sign, and another inside view of the coffee shop showing the counter, menu, and seating area.

    (Slide 2 of 9)

  • A page from a marketing document titled 'Overview & Goals' outlining three strategic goals for a company called Coffee Culture. The page includes two images: the first shows a woman holding a smartphone with social media icons hovering above, and the second shows a line of people waiting in line outside a store.

    (Slide 3 of 9)

  • Group of diverse students walking and smiling in a school hallway, carrying notebooks and backpacks.

    (Slide 4 of 9)

  • Mock-up content calendar for December 2024 with events such as welcome post, employee story, mission highlight, holiday drink feature, and New Year's celebration; marketing plan outlining three months of content development, event highlights, and strategy evaluation, accompanied by images of a person planning with colorful sticky notes and charts.

    (Slide 5 of 9)

  • Page titled KPIs & ROIs; discusses social media growth, engagement metrics, in-store traffic, and return on investment with icons representing each section.

    (Slide 6 of 9)

  • A digital design celebrating Coffee Culture employees, featuring four sections: Olivia's profile, her coffee journey, the coffee shop interior, and her favorite drink, with a floral background and headings like 'Employee Spotlight' and titles such as 'Meet Olivia', 'Olivia's Coffee Journey', 'Why Coffee Culture?', and 'Favorite Drink'.

    (Slide 7 of 9)

  • Educational coffee guide poster with four coffee drinks: Americano, Cappuccino, Latte, and Cold Brew, each with a brief description.

    (Slide 8 of 9)

  • Coffee shop interior with a counter, menu boards, and seating area.

    (Slide 9 of 9)

Digiday

ENC3252: Strategic Communication — Trade Publication

Throughout the semester in ENC3252, I explored Digiday as my chosen trade publication, writing multiple entries analyzing its coverage of emerging trends in digital media and advertising. For my final trade publication assignment, I created a visual report that synthesized my findings, highlighting various Digiday insights ranging from influencer marketing to AI-driven personalization. This assignment demonstrated my ability to critically evaluate industry media, extract actionable insights, and communicate them effectively.

Red infographic titled 'DIGIDAY' about digital media and advertising insights, with sections on key ideas, content, influencer risks, AI efficiency, and professional value, including images of people working with digital devices, skincare products, and a group meeting.

Let Her Cook

ADV4910: Undergraduate Advertising Research

In ADV4910, I served as a co-author on a semester-long research project investigating the impact of cooking content creators on audiences’ at-home food preparation, perceptions of healthy eating, and culinary confidence. Our team explored how social media exposure—both intentional and incidental—shapes attitudes and behaviors toward cooking, especially in the context of influencer marketing. We developed hypotheses, conducted a survey using validated multi-item measures, and prepared a full abstract for submission. Our work was accepted for presentation at the D.C. Health Communication Conference in spring 2025, where team members showcased our findings during the undergraduate poster session. Read an excerpt from our abstract here. 

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!