School of Communication (SCOM) Arrowhead team Directors Tatiana Garcia, Maggie Metz,<\/p>\n
and Team Captain Tanner Hirten, alongside their team, earned the \u201cBest Research\u201d award at the<\/p>\n
American Advertising Federation (AAF) District 4 Competition in Orlando, FL, for their<\/p>\n
campaign for sponsoring client, the National Football League (NFL).<\/p>\n
At the April 11-12 competition, the team received the highest-scoring Plans Book in the district,<\/p>\n
recognizing excellence in data and strategic development for their campaign themed, \u201cEmbrace<\/p>\n
the Play.\u201d<\/p>\n
Leadership played a major role in maintaining consistency within their research. Hirten and the<\/p>\n
strategy team ensured every creative decision was grounded in research.<\/p>\n
\u201cOur team captain, Tanner, did a fantastic job at keeping our strategy and campaign decisions<\/p>\n
rooted in research. We had data to back all our choices, and I think that attention to detail set us<\/p>\n
apart in the competition,\u201d Maggie Metz said.<\/p>\n
The team\u2019s success came from uncovering a gap between the NFL\u2019s community efforts and<\/p>\n
public awareness of those initiatives. \u201cOur insights were led by a deep look at the NFL\u2019s current<\/p>\n
social work landscape and how audiences view it,\u201d Tanner Hirten said. \u201cWe found that there<\/p>\n
was a dissonance between the work that was being done and the awareness people had of that<\/p>\n
work. So, we used that insight to fuel the development of a campaign centered around building<\/p>\n
awareness of the NFL\u2019s social impact.\u201d<\/p>\n
The Arrowhead team dedicated the fall semester to research before moving into the creative side<\/p>\n
of the project. \u201cWe built a full one-year advertising campaign from the bottom to the top with a<\/p>\n
real client. Through this, I was exposed to every step of creating something and executing the<\/p>\n
media planning,\u201d Metz said.<\/p>\n
The team used a structured research model with groups focused on surveys, interviews,<\/p>\n
secondary research, and non-traditional field research. Qualtrics surveys using Boolean logic<\/p>\n
helped tailor questions to specific audience groups. \u201cWe wanted to understand all the audiences<\/p>\n
separately before we evaluated how to create the campaign to target them all at the same time,\u201d<\/p>\n
Garcia said.<\/p>\n
Hirten also credited coursework within the College of Communication and Information for<\/p>\n
helping prepare the team. \u201cLast fall, I took a class titled Communication Research Methods<\/p>\n
taught by Dr. Yin Yang. This helped me understand what types of research are possible and<\/p>\n
crucially what one can learn from all of them.\u201dHirten said previous experiences with Arrowhead helped shape his leadership decisions. \u201cThis is<\/p>\n
my third year with Arrowhead, so I was intimately familiar with the structure and timeline for<\/p>\n
the team,\u201d Hirten said. \u201cThis helped me make decisions that set teams up for success and remain<\/p>\n
goal-oriented.\u201d<\/p>\n
He added that early secondary research was important because, \u201cThe NFL was vague about who<\/p>\n
we were meant to target,\u201d which allowed the team to identify the audience best served by the<\/p>\n
campaign before launching surveys and interviews.<\/p>\n
Arrowhead faculty adviser, Dr. Kelly Kelly said, \u201cI\u2019m incredibly proud of this team\u2019s collective<\/p>\n
effort and the lead-by-example approach of its leaders. This includes the creative team who<\/p>\n
produced every original campaign asset from initial design to production in the spring.\u201d<\/p>\n
Winning \u201cBest Research\u201d shows the months of hard work and the value of a strong strategic<\/p>\n
foundation. The achievement highlights how CCI students are turning what they learn in the<\/p>\n
classroom into real world success, the strength of their skills, and the impact of their work<\/p>\n
beyond campus.<\/p>\n
Arrowhead Team Members: Scout Belanger, Cali Berenis, Spencer Brenner, Julia Clifford,<\/p>\n
Cameron Colabella, Elizabeth D\u2019Amico, Morgan Donnellan, Tatiana Garcia, Emma Green,<\/p>\n
Tanner Hirten, Jade Lichtenstein, Mokena Lipinski, Christopher Lopez, Maggie Metz, Natalie<\/p>\n
Mieses, Lexi Naperala, Megan Olivero, Sophia Parish, Harmony Pham, Marissa Rouse, Colton<\/p>\n
Schneider, Micaela Socha, Alexandria Truex, Katherine Waryold.<\/p>\n
Faculty Adviser: Dr. Kelly Kelly<\/p>\n","protected":false},"excerpt":{"rendered":"School of Communication (SCOM) Arrowhead team Directors Tatiana Garcia, Maggie Metz, and Team Captain Tanner Hirten, alongside their…\n","protected":false},"author":2,"featured_media":260071,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[232,234,233],"class_list":["post-260070","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tallahassee","tag-tallahassee","tag-tallahassee-headlines","tag-tallahassee-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/260070","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/comments?post=260070"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/260070\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media\/260071"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media?parent=260070"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/categories?post=260070"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/tags?post=260070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}