SDSU advertising capstone places third in the NSAC district competition

For the first time in its history, SDSU’s advertising capstone class stepped onto the stage to compete in the National Student Advertising Competition (NSAC) and walked away with a third-place finish in the district competition. The annual event challenges advertising students across the country to develop and pitch a full-scale advertising campaign for a major client.

Assistant professor of advertising Karen Han, Ph.D., taught the course. “This was our first time participating,” Han said. “So I was so proud of them. They worked for seven or eight months on this competition, and it was very moving to see them come together as one team.”

The capstone course, traditionally focused on working with local nonprofit clients, shifted direction after faculty discussions about expanding opportunities for students. After observing another university compete last year, Han and colleagues decided to bring SDSU into the national arena.

The students’ campaign centered on increasing engagement with the NFL among “casual fans,” particularly women, Latinas and parents who may not feel fully included in traditional football culture.

“Our message focused on inclusivity,” Han said. “We wanted to reach people who might feel like they’re on the outskirts of the NFL, who don’t know all the rules but still want to engage through things like fashion or music.”

To test their ideas, the team developed multiple advertisements and conducted audience research. The results showed promising outcomes, including increased awareness of NFL youth programs and interest in engagement.

Pressure, Practice and Teamwork
For students like Ariana Hull, one of the presenters, the experience was both rewarding and exhausting.

“I felt very stressed throughout the entire thing,” Hull said. “We were really passionate about making our professor proud because we knew how much effort she had put into organizing everything.”

Preparation for the final presentation ramped up in the days leading to the competition. Presenters memorized scripts, held daily Zoom rehearsals and spent hours refining their delivery.

“We met every day after class and just drilled the script,” Hull said. “The night before, we practiced for many, many hours.”

Despite the pressure, those final rehearsals became defining moments for the team.

“One person forgot a line during practice, and the others immediately helped them,” Han recalled. “That’s when I felt like they were finally a team. They knew each other’s parts and supported each other.”

The competition offered more than just a ranking; it provided students with a glimpse into the realities of working in the advertising industry.

“It taught us what it would actually be like to work in an agency,” Hull said. “More than any class before, this felt like real-world experience.”

Earning third place in their debut appearance marked a significant achievement for SDSU’s program and set the stage for future participation.

“We were hardworking, creative and innovative,” Han said, describing the team. “And I think this experience will help us grow even more moving forward.”

Han also emphasized that the project was a collaborative effort across the program.

“I appreciate Dr. Northup for all the support on this journey, as well as Dr. Catherine Hu and Eugenie Budnick, who taught the advertising research class that was the first part of this project,” Han said.