For our 10-week capstone class in the journalism program, my team developed a fully integrated marketing campaign for World Athletics with the goal of attracting more Gen Z participants to a significant race event in San Diego. We focused on building community through pre-race experiences like fun runs, pop-ups, and targeted social media. Our concept, Run Together, Stay Together, aimed to create lasting connections among runners before crossing the starting line. I led our four-person team through research, strategy, creative development, and the final pitch presentation.
