InTune Creative Media
Most agencies never hear about the businesses that actually need them. DODS was dealing with the opposite problem. They had a useful service, real operator talent behind it, and almost no visibility with the local news outlets they were built to support.
I worked on this project through AdZou’s student-run agency, InTune Creative Media, as part of the copy team. Our client, Digital On-Demands Services (DODS), acts as a connector between local media organizations and specialists who can step in on digital problems that most newsroom teams do not have the bandwidth or staffing to solve internally. SEO. Audience growth. Analytics. AI integration. The expertise was there. The pipeline was not.
The assignment was straightforward on paper: build an advertising campaign that made DODS more visible to the decision-makers who actually needed the service. In practice, that meant figuring out why local outlets were not engaging in the first place, what kind of messaging would cut through the noise, and how to explain a pretty layered service model without sounding like a software brochure.
My role focused on research, messaging, and campaign development. I helped build audience insights through primary and secondary research, wrote campaign copy across digital and social channels, and worked with the team to shape the broader campaign framework from audience targeting through media strategy. I also participated in client presentations where we walked DODS through our recommendations, creative direction, and final messaging approach.
Projects like this are why I enjoy advertising work in the first place. You spend enough time around small organizations and local businesses, and you start seeing how many good services stay invisible simply because nobody has translated what they do into language people immediately understand.
My Contributions
My contributions to this campaign focused on research, messaging strategy, and tactical development. Early in our research, we found that many of the newsroom leaders DODS wanted to reach were overloaded, often balancing editorial oversight, operations, digital publishing, and revenue responsibilities at the same time with limited staff support. That insight became the foundation for how we approached the campaign.
I helped shape the creative direction behind Find Your Perfect Fit, which positioned DODS as the missing piece for local news organizations trying to manage growing digital demands with limited internal bandwidth. The messaging focused on making DODS feel approachable, reliable, and immediately useful to decision-makers already stretched thin. I also contributed to the final tagline and campaign messaging used throughout the proposal.
That strategy carried directly into one of the campaign’s tactical executions, a LinkedIn video series called Let Our Experts Be Your Experts, which I primarily worked on. The series featured short, one-minute videos from DODS-connected specialists covering topics like SEO, AI integration, data analytics, and audience growth. Each video was designed to provide immediate practical value while guiding viewers back to DODS for deeper support.
