Carlson School of Management
As the Head of Strategy at the University of Minnesota’s student ad agency Backpack, I have gotten the opportunity to work on The Carlson School of Management: a BIG-10 Business school at the University of Minnesota.
Account Managers: Nikkole Morefield & Naomi Thomson
Head Strategists: Jack Callahan
Associate Strategist: Manasvi Kallepalli
Request: We have been tasked with increasing Carlson’s engagement with undergraduate and prospective students on Instagram.
Process: We conducted a survey and in-depth focus group with our target audience, Generation Z students (aged 17-23. )
After conducting research, we found many valuable insights and nuggets which we relayed to our client and created our final deliverable, a media strategy.
Result: This campaign was challenging because our target audience had many negative stereotypes around the Carlson School. We had to be careful when explaining to our client that students perceived them as “elitist, pretentious,” and even “rude, racist.” This however created many opportunities to combat these stereotypes in our campaign.
