The University of Texas at Austin boasts the #1 ranked Advertising program in the United States. My focus within their graduate program was Account Planning, or studying consumer behavior to gain insights that can be applied to advertising efforts and customer interactions. Class projects included the Austin Farmers’ Market, the Former Texas Rangers Foundation, Barfly by TouchTunes, concert hall music, and binge drinking.
For my Master’s Report, I researched how to increase public visits to the Rob & Bessie Welder Wildlife Foundation, a privately-owned research facility located about 30 miles north of Corpus Christi, TX on a 7,800-acre wildlife refuge. My research included interviewing school teachers (public, private, and home) who had taken their students on field trips to the Refuge, and comparing it to the experience that public visitors enjoyed. To gain insight on the Welder brand, I interviewed the director and his wife, the graduate student in charge of school visits, and a Welder fellow from the early 1970s.
Accompanying my 48-page report was a 12-minute video I edited from my interview footage.