RaceTrac Omni-channel Campaign: Adobe Suite and Canva

ROLES: Account Planner and Art Director

DESCRIPTION:
As part of my senior capstone class, I collaborated with a team of seven students to create a comprehensive marketing campaign for RaceTrac, in partnership with their agency, Luckie. I served as both the Account Planner and Art Director, driving the campaign from initial research to final execution. This semester-long project focused on addressing the client’s objective of enhancing loyalty app sign-ups and engaging consumers through innovative strategies.

The campaign development included conducting primary and secondary research, surveys, personal interviews, and competitive audits. Using these insights, I identified consumer behaviors, developed actionable insights, and crafted the overarching strategic approach. My role extended into the creative execution, where I conceptualized the campaign theme, produced all creative deliverables, and designed the entire presentation slide deck.

Deliverables were created in Adobe Creative Suite (print and digital assets) and Canva (slides), adhering strictly to RaceTrac’s brand guidelines, including typography, color palette, and assets. The final campaign was presented to peers, faculty, the Luckie agency, and the RaceTrac corporate marketing team.

SKILLS DEMONSTRATED:
MARKET RESEARCH & STRATEGIC PLANNING: Conducted surveys, interviews, and competitive audits to develop consumer insights and craft a strategy aligned with RaceTrac’s goals.
CAMPAIGN CONCEPTUALIZATION: Developed the core campaign concept and messaging, ensuring alignment with client objectives and consumer expectations.
CREATIVE DIRECTION: Designed and produced all creative deliverables, including print, digital, social media, and out-of-home assets, ensuring brand consistency.
PRESENTATION DESIGN: Created a polished slide deck in Canva to showcase the campaign, including key insights, strategy, and creative execution.
COLLABORATIVE LEADERSHIP: Acted as a key team leader, bridging research insights and creative execution while fostering collaboration within the group.
BRAND GUIDELINES ADHERENCE: Maintained consistency with RaceTrac’s branding across all deliverables, demonstrating attention to detail and creative discipline.

IMPACT:
The campaign addressed RaceTrac’s objectives by delivering a fully integrated marketing plan grounded in consumer insights and competitive differentiation. The JamPACKed Week concept engaged users through exclusive app deals and promotions, leveraging messaging that highlighted ease, exclusivity, and enjoyment. The presentation impressed the Luckie agency and RaceTrac corporate team, showcasing the effectiveness of our strategic and creative approach.

This project exemplifies my ability to manage a campaign end-to-end, seamlessly combining research, strategy, and design to deliver impactful marketing solutions.