University of North Carolina

Fall 2012 Winners - Team Proper Chopper

Kerry Steingraber

Kerry Steingraber

Kerry is a senior from Pinehurst, North Carolina.  She is studying Journalism & Mass Communication with a specialization in advertising.  She currently works in the advertising at The Daily Tar Heel and loves to travel in her free time.

“[FOX Sports] University is a great way to bring the classroom to life!”

“This project is unlike any I’ve done and I’m so grateful for the real world experience that I gained.”

“This program allowed me to see the creative process from beginning to end and provided constructive feedback to me to help increase my confidence in my work.”

“Not only was [FOX Sports] University a great and educational experience – it was also a fun one!”

“This project taught me how to take concepts and ideas learned in the classroom and apply them to real life situations with real clients – a huge step towards my career goals!!”

Jessica Gaylord

Jessica Gaylord

Jessica hails from Fayetteville, NC but Chapel Hill is her home away from home. She is majoring in advertising and communications at UNC. She loves writing, is obsessed with corgis and her ideal day would be a sunny afternoon at Carolina Beach.

“It was surreal to meet with the people we would present our work to and really talk to them about our ideas for a real campaign.”

“[FOX Sports] U is something that results in a finished product that you can be proud of and put on a resume, which is definitely an added bonus!”

Karly Brooks

Karly Brooks

Karly Brooks is a junior from High Point, North Carolina, majoring in Advertising with minors in English and Social and Economic Justice. She is an active member of UNC’s chapter of Phi Sigma Pi National Honor Fraternity and a peer adviser for the UNC Study Abroad Office. Upon graduation in 2014, she hopes to land a spot in a big agency working in either creative strategy or account management.

“[FOX Sports] U was by far the most rewarding project I’ve ever participated in.”

“[FOX Sports] U gives you the chance to get a head start in the industry, and experience what it’s like to create a campaign, present it to a client, and see it through to its fruition.”

“After participating in [FOX Sports] U, I’m more excited than ever to be an advertising student.”

Faire Davidson

Faire Davidson

Faire is originally from Los Angeles, California and is a senior at UNC. She plans to graduate in May with a degree in Advertising and Political Science with a French minor. She will be participating in this year’s American Advertising Federation’s National Student Advertising Competition and is, of course, a huge Tar Heel fan.

“Creating a full campaign for real clients has been one of the most rewarding experiences of my college career and has been an inspirational test of our abilities.”

“Learning about the challenges that clients face and creating a full campaign to combat those challenges has given me an invaluable insight into the trials of an executive and a creative.”

“Giving students the independence and trust to create and execute a campaign for Fox Sports South and the Atlanta Braves has been an invaluable educational experience.”

“This process brought out an extraordinary level of passion and hard work by all the students involved and has been one of the most rewarding projects I’ve ever been a part of.”

Gabriel Reynolds

Gabriel Reynolds

Originally from Cary, NC, Gabriel will graduate in the spring of 2013 with degrees in Advertising and Music. He is involved with multiple local music projects and organizations. He hopes to find work in the creative field, whether in advertising, music, or otherwise.

“It’s such an empowering experience to know that people are listening to you and believing in you, especially when those people are Fox Sports South and the Atlanta Braves.”

“You spend so much of your time in college wondering what the “real world” of your career is like, and [FOX Sports] University offered a one-of-a-kind chance to find out while still in an educational setting.”

“It’s uniquely focusing to know your work will be evaluated by a real client based on real goals and expectations.”


Fall 2012 Project Description

In the fall of 2012, FOX Sports U students at the University of North Carolina created comprehensive marketing campaigns for FOX Sports South’s partnership and telecasts of the Atlanta Braves to grow audience viewership. Students focused on how to engage fans and enhance the enthusiasm for Braves baseball. The campaign began in Spring 2013 and continued throughout the 2013 season.


Professor Profile

Dana McMahan

Dana McMahan

Dana McMahan joined the school’s faculty July 1, 2008. Prior to coming to the school, McMahan developed and launched her own company, specializing in products for women and children. The Laughing Turtle, Inc. currently operates in North Carolina and Virginia locations and includes retail, wholesale, and internet ventures. She formed her company after more than a decade as an advertising and marketing creative.

McMahan worked as an art director at various advertising agencies, including New York’s McCann-Erickson. She served as Creative Director of Charron, Schwartz and Partners and consulted extensively with McKinney as a creative in new business development. Her clients have included L’Oreal, Tiffany & Company, GE Capital, WestPoint Stevens, ABC News and Jameson Irish Whiskey, among others. She previously taught advertising creative as an adjunct professor in the school.

She is involved in many community organizations including board memberships with SECU Family House at UNC Hospitals, and Kidzu Children’s Museum. She serves as an advisory board member for UNC Center for Women’s Health Research, and Chapel Hill Preservation Society.

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