During the Fall Semester of 2018, a group of 11 students at the University of Missouri created a fully-integrated campaign for the top strategic communication capstone, MOJO Ad. The goal was to increase applications for the capstone and put MOJO Ad into consideration before their senior year.

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ITINERARY EXECUTIVE SUMMARY
RESEARCH 3-4
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9-12
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ADLETE PROFILE
INSIDE SCOOP
MAIN EVENT
CREATIVE
GAME PLAN
EVENT SCHEDULE
CONCLUSION
MEET THE TEAM
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EXECUTIVESUMMARY
O
urobjectiveasthe2019MOJOAdrecruitmentteamwastocreateanintegratedcampaignthataccomplished
three main goals. Our first goal was to drive MOJO Ad applications from students who are ready to take their
capstone course. Second, we wanted to increase awareness of the MOJO Ad experience and its benefits.
Finally, we aimed to break down the stereotypes and barriers surrounding MOJO Ad.
The Missouri School of Journalism offers two capstone options for strategic communication students: MOJO Ad
and AdZou. While both options offer students real-word experience before they graduate, MOJO Ad gives students
the opportunity to create an integrated campaign for a national client. Past clients include Tostitos, Redbox,
Purina and Dairy Queen. Additionally, the students accepted to MOJO Ad become experts on the 18- to 24-year-old
demographic, or as we MOJO Ad staffers call it, the Youth and Young Adult (YAYA) market.
In order to satisfy our objective, we realized we had to showcase the benefits of MOJO Ad and, at the same time,
dismantleitsmainbarrierstoentry.Thebarriersweidentifiedincludedalargetimecommitment,aheftyworkload,
tight deadlines and preconceived notions about its culture. Each creative execution and touchpoint was designed
to emphasize the human element more than anything else: The support, collaboration and friendship that are
integral to successful MOJO Ad teams.
Ultimately, we decided not to romanticize MOJO Ad at all, and instead portray it as truthfully as possible: a uniquely
team-based challenge, which is both demanding and fast-paced but extremely rewarding because of it.
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RESEARCH Using both primary and secondary research, we set out to understand exactly what our potential audience is looking for in a
capstone course, so that we could better understand what might drive them to apply for MOJO Ad. We also wanted to know
what fears and doubts they have when it comes to deciding between MOJO Ad and AdZou.
Our 2019 State of the YAYA survey data revealed that 41 percent of respondents “agree to some extent that their biggest
workplace frustration is that their co-workers don’t feel like friends/family.” We also found that finding a job is an important
goal for our target, since they will be looking for their first job during or shortly after their time on the MOJO Ad staff.
In addition to analyzing the State of the YAYA survey, we also conducted interviews with University of Missouri Strategic
Communication alumni. From these interviews, we learned about the primary barriers MOJO Ad has faced, both now and in
the past. It became clear that our target has a complicated view of MOJO Ad. A portion of our target views it as an opportunity
to spend a year preparing for their professional futures and gaining real-world skills that will benefit them in their careers.
They know MOJO Ad can and will be a challenge, but they are ready to rise to that challenge to work with and learn from their
talented peers.
However, there is another portion of our target that has negative perceptions of MOJO Ad. Since the 33 MOJO Ad staffers are
selected by an application and interview process, some students describe it as the more competitive or superior capstone
option. Unfortunately, this elitist perception is causing part of our current target to worry about the possibility of joining a group
of egotistical, type-A students.
After considering everything we learned from the research, we made lists of the drivers and barriers to applying for MOJO Ad,
which helped us to better understand our target.
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Drivers include:
• Working with a group of students who share the same work ethic
• Gaining real-world experience by creating an integrated campaign for a national client
• Exposure to a network of past MOJO Ad staffers who have gone on to hold positions at top agencies and corporations
Barriers include:
• Large out-of-class time commitment and workload
• Lack of knowledge about prerequisite courses for select positions
• Preconceptions about the culture of MOJO Ad
In order to emphasize the drivers and overcome the barriers held by our target, we ensured that these lists were at the core of
all our creative messaging tactics. We wanted to create a campaign that would position MOJO Ad as an experience well worth
the workload and time commitment.
Next, we conducted brief secondary research to determine the best way to reach our target market. According to Social Media
Today, millennial consumers spend an average of 5.4 hours per day on social media. In addition, Pew Research Center found
that 71 percent of 18- to 24 year-olds use Instagram and 45 percent use Twitter multiple times per day. Using this data and
drawing from our team members’ personal experiences, we concluded that social media and experiential tactics, in addition
to other channels, would be the most effective way to reach our target.
Ultimately, the data revealed that our target wants to be a part of a supportive team. They prefer working with other goal-
oriented students who share their enthusiasm for strategic communication, work hard and take projects seriously. Therefore,
we crafted an integrated campaign designed to highlight MOJO Ad’s team-dynamic by capitalizing on our target’s desire to
form authentic connections with peers and dismantling its negative stereotypes.
RESEARCH
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ADLETEPROFILE
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We named our target the Ambitious
Inquisitor. They are go-getters who are
determined to do everything to the best
of their ability in order to achieve success.
They hold themselves to high standards
and are often very hard on themselves.
Due to their determination, they sometimes
get frustrated with people who don’t share
a similar mentality. However, if they are
alongside like-minded people, they enjoy
combining strengths and working as a
team.
Our target audience is broken down into
two subgroups: emerging and qualified students. Emerging Ambitious Inquisitors are primarily sophomores and juniors. They are
still in their introductory classes and may have little knowledge about the capstone options. By targeting the emerging segment of
Ambitious Inquisitors, we aimed to increase awareness of the MOJO Ad experience and its benefits. As a result, those students will be
more encouraged to take all the prerequisite courses necessary to ensure they are qualified to apply when the time comes.
Qualified students include juniors, seniors and graduate students who have already taken, or are currently enrolled in, the prerequisite
courses for MOJO Ad. They have heard about both MOJO Ad and AdZou and are contemplating which option would be best for them.
For the qualified segment of our audience, our goal was to drive new staff applications by overcoming the barriers and negative
stereotypes of MOJO Ad.

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INSIDESCOOP
I’m finally in my interest area, and I’m actually enjoying my
classes. I know that I want a career in this field, but I don’t know
the best way to get there. I need to decide which capstone to take,
and I know both options will give me great hands-on experience.
Working on a national client with a group of passionate people
sounds exciting. I’m not afraid to work hard, and I want to be
on a team that is just as dedicated as I am. I like the idea of a
challenge, and I’ve heard MOJO can be stressful, but as long as I
have a strong support system, I know I can do it.
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MAINEVENT The big idea of this campaign was rooted in the concept that the best part of any experience is the people you
share it with. We wanted to leverage our research and appeal to our target’s desire to be a part of a passionate
and dedicated team that they can rely on to motivate and support them. So we did just that, creating an integrated
campaign in which we turned the MOJO Ad experience into a metaphor that would portray it for exactly what it
is: a collective effort to achieve something extraordinary. Our campaign embodied an experience that is both
individual and collaborative, challenging and highly rewarding: the Olympic Games.
In our creative executions, we wanted to showcase each individual position that an “ADlete” can hold on Team
MOJO, while also highlighting their contributions to the team as a whole. For example, our position posters each
feature a different individual ADlete performing in their “event.” The final poster shows all 11 ADletes united together
over an image of the MOJOlympic logo, reinforcing the idea that we are stronger together than alone.
The campaign logo was created by redesigning the iconic Olympic rings into the MOJOlympic rings. Each color
in the logo corresponds to a different major discipline of strategic communication. The blue ring represents
storytelling, the black ring represents account management, the magenta ring represents art direction, the yellow
ring represents digital media and the green ring represents research.
Creating such a metaphor allowed us to position MOJO Ad as a chance to be a part of something extraordinary,
yet challenging. Just like Olympic athletes, our MOJO ADletes have trained for this. They won’t back down from the
challenge.
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MAINEVENT
COPYWRITER
CONTENT MANAGER
ACCOUNT EXECUTIVE
MEDIA PLANNER RESEARCHER
ART DIRECTOR
VIDEO PRODUCER
PUBLIC RELATIONS ACCOUNT EXECUTIVE
DIGITAL STRATEGIST ACCOUNT PLANNER
GRAPHIC DESIGNER
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CREATIVE INDIVIDUAL POSITION POSTERS
Our11individualpositionposterseachfeatureanADleteperformingtheireventwithanobjectthatsubtlyreferences
theirMOJOAdposition.Thepostersarecolor-coordinatedtomatchtheADlete’sstrategiccommunicationdiscipline,
as outlined by the MOJOlympic rings. Behind them is a landscape of iconic university landmarks, signifying the
environment in which the games take place. The body copy at the bottom reads, “MOJO Ad is your chance to be
part of something extraordinary. With ten other talented and ambitious teammates supporting you and pushing
you to new heights, there’s no way to fall short.”
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CREATIVE
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INDIVIDUAL POSITION STICKERS
Our 11 position stickers also show each individual MOJO ADlete competing in their respective event in a more
simplified and illustrative style. Each sticker was intentionally made without any MOJO Ad branding so that
all students, even those not interested in MOJO Ad, can proudly display their interests and talents in strategic
communication.

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CREATIVE
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TEAM POSTER AND MOJOLYMPIC TORCH
Our team poster features all 11 ADletes against the backdrop of the MOJOlympic rings. It is the first touchpoint of our campaign
in which all of the ADletes are displayed together as a team. The copy at the bottom reads, “Team MOJO is looking for the next
generation of ADletes to band together and achieve the extraordinary. With ten other talented and ambitious team members
supporting you and pushing you to new heights, there’s no way to fall short.” We also created a life-size Olympic torch,
which lived in the lobby of the Reynolds Journalism Institute, a very high-traffic area. The purpose of the torch was to update
potential ADletes on when applications opened and how many days remained before they closed. The torch also featured our
#PassTheTorch Instagram challenge, which was meant to foster user-generated content and reinforce the benefits of the MOJO
Ad alumni network.

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CREATIVE
DIGITAL
The first aspect of our digital executions was our
three videos. The two short videos featured specific
positions, the Account Executive and the Art Director,
dreaming about their chance to be a part of Team MOJO
and compete in the games. Our third longer video was
composed of interviews with past ADletes sharing
advice and knowledge regarding MOJO Ad and the
strategic communication industry. We used this video
to highlight how former ADletes “pass the torch” to
each new generation of Team MOJO.
We took advantage of social media by posting on
popular platforms to remind students of the MOJO Ad
application deadline, informational events and details
on how to apply. We also showcased a “day in the life of
aMOJOADlete”andhostedanInstagramLive.Thelatter
included a MOJO Ad staffer and a representative from
the other capstone, AdZou, to clarify the differences
between the two programs and answer students’
questions.
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GAMEPLAN Our integrated plan can be broken into three main categories: out-of-home, digital and experiential. Each was used to reach our
potential ADletes at different points on their journey to the 2019 MOJOlympics.
The out-of-home touchpoints included the individual and team posters, as well as a graphic put in rotation on monitors throughout
the Missouri School of Journalism. Placed in high-traffic areas, these elements focused on increasing awareness of our campaign and
maximizing its exposure.
Using social media sites allowed us to meet our potential ADletes where they spent a large portion of their time. Instagram was used
for our #PassTheTorch challenge, event and application reminders, as well as a “day in the life” takeover by a current member of Team
MOJO. Twitter was primarily used for event and application reminders, in addition to linking to other content. Facebook hosted our
informational event pages and was also where we posted our alumni video. Other digital elements of our campaign included emails
and a page on Canvas, the University of Missouri student portal.
One of the main tactics we used to catch our potential ADlete’s attention was the 5-foot torch that was placed in the Reynolds
Journalism Institute lobby. The torch featured a countdown to the day applications closed and displayed the details of our
#PassTheTorch Instagram challenge, which encouraged potential ADletes to post a picture of someone who helped them in the
pursuit of their goals for a chance to win an Amazon gift card. In addition, we used the 11 position stickers as an opportunity to build
earned media, providing potential ADletes with a way to express themselves and their interests. These stickers, while consistent with
our campaign design, featured no MOJO Ad branding. This was done to ensure that no one was alienated from taking a sticker even if
they weren’t considering MOJO Ad or didn’t make it through the application process.
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In order to reach our audience as strategically as possible, we targeted our potential ADletes over a five-week period. During the first
week, we slowly integrated our campaign to increase awareness of the MOJO Ad application. After applications opened, we primarily
focused on reminders and answering any questions or concerns. In our final week of activation, our focus was on encouraging any
remaining potential ADletes to apply.
In order to reach our audience as strategically
as possible, we targeted our potential ADletes
over a five-week period. During the first week,
we slowly integrated our campaign to increase
awareness of the MOJO Ad application. After
applications opened, we primarily focused
on reminders and answering any questions
or concerns. In our final week of activation,
our focus was on encouraging any remaining
potential ADletes to apply.
EVENTSCHEDULE
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CONCLUSION
Overall, our campaign was designed to encourage any potential ADletes in the Missouri School of Journalism to
join Team MOJO. As a part of this team, they would gain the opportunity to use their talent and skills alongside 32
other dedicated individuals who share the same passion for strategic communication. We believe this campaign
successfully broke down barriers by emphasizing the strengths of each individual position and their opportunity
to create something extraordinary as a team.
As with the actual Olympics, our current ADletes have worked incredibly hard to earn their spot on Team MOJO.
We made sure that this idea was prominent in every one of our executions. In particular, the position stickers
were made so that students could brand themselves. We believe this specific touchpoint will be monumental
in breaking down the elitist and exclusive perception of MOJO Ad. Our entire campaign was crafted to remind
potential ADletes that even though being on Team MOJO requires hard work and dedication, it will push them to
new heights and help them create extraordinary work.
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MEETTHETEAM
BEN KOCHUYT JASMIN HAMPTON
CONTENT MANAGER
MEDIA PLANNER RESEARCHER
VIDEO PRODUCER
DIGITAL STRATEGIST ACCOUNT PLANNER
ACCOUNT EXECUTIVE ART DIRECTOR GRAPHIC DESIGNERPRAECOPYWRITER
ALYSSA HENZLER MALEAH MOORMANASHTON DOBSON BAILEY SIMS
QUINN GODDING BECCASULTAN CALLIE HINES MARLEY SCHMIDTLEIN ALEX LOFARO
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