Comprehensive Exam
Project Brief
This comprehensive exam project develops an integrated communications campaign for DICK’S Sporting Goods and its sub-brand Foot Locker. The project explores how strategic storytelling, sustainability leadership, and cultural engagement can strengthen brand positioning within the evolving sports and sneaker industry.
Using the PESO media model (Paid, Earned, Shared, and Owned), the campaign introduces the UUUP Truck experiential initiative—an event-driven activation designed to celebrate sneaker culture and connect with Gen Z event-goers through major cultural moments such as the FIFA World Cup and Lollapalooza.
The project includes audience analysis, brand storytelling strategy, a CEO thought-leadership op-ed on sustainability, and multimedia campaign assets across digital, social, and experiential media.
01
PAID MEDIA
Paid advertising strategies designed to drive awareness and participation in the UUUP Truck campaign, including a Creative Brief and 3 OOH ads.
02
Earned media
A thought-leadership piece for Lauren R. Hobart, CEO of DICK’S Sporting Goods, highlighting the company’s sustainability leadership with a brief strategy note.
03
shared media
Multimedia elements that promote the UUUP Truck experience. Including a well-designed blog post, 4 Instagram mockups and an Email Newsletter.
04
owned media
Using deductive reasoning and secondary research methods, this section provides a report of DICK’S brand narrative and its most likely target audience.
05
Sources
Document the sources referenced throughout the project, including research citations, visuals, and disclosure of AI usage during the editing process.