217-418-8259 CONSUMER INSIGHTS XUANZHU89@GMAIL.COM MEDIA ANALYTICS WWW.XUANZHU89.WORDPRESS.COM STRATEGIC PLANNING ..............................................................................................................................................................................................

PERSONAL STATEMENT

XUAN ZHU

.............................................................................................................................................................................................. EDUCATION & PROJECTS Publicity Coordinator | Fall 2011-Present

University of Illinois at Urbana-Champaign
MS in Advertising | May 2012 | GPA: 3.77/4.0 S. Watson and Elizabeth S. Dunn Fellowship

+ Hands-on experience in consumer research and advertising strategic planning + Solid understanding of quantitative and qualitative research techniques and methodologies + Intermediate level knowledge of statistics; Familiar with data analysis and visualization

2012

Mithya - Indian Dramatics Society at UIUC

+ Developed & executed publicity campaigns + Created publicity materials The play 30 Days in September was house-full for all three shows at the Armory Free Theatre

Tablet Consumer & Advertising Insight Project Client: VivaKi, Publicis Groupe
+ + + + Conducted in-depth interviews regarding tablet use Coded and analyzed qualitative data Developed effective tablet advertising model Drafted project report & presentation for clients

Conference Paper: How Current Behavior Influences Perceptions of Realism and Behavioral Intent for PSAs
+ Completed data entry & error correction + Drafted research methodologies + Performed statistical analysis using SPSS + Co-authored & presented the research paper at American Academy of Advertising 2012 Conference

Social Media Marketing Strategy & Research Project Client: Wavespot, Pronto Networks
+ Performed secondary research regarding social media marketings role in small businesses + Developed creative brief, media plan & executions for Wavespot product based on research insights

2011

Meal-Time Minutes Project Client: University of Illinois Family Resiliency Center

+ + + + + Conducted online survey & in-depth interviews Analyzed quantitative data using SPSS Coded & analyzed qualitative data Drafted creative brief and media plan Presented FRC PSA copytesting report to client

Xian International Studies University, China

BA in Advertising | July 2010 | GPA: 3.68/4.0 Outstanding Graduate (Top 2%) Scholarship for Outstanding Students (Top 5%)

2010

..................................................................................... INTERNSHIP EXPERIENCE

Marketing Intern | 03/2010-06/2010 Shaanxi Publishing Group, Xian, China Creative Intern | 11/2009-02/2010 Baoxuan Advertising Ltd. Co., Shenzhen, China Marketing Intern | 08/2008-09/2008 www.soufun.com, Nanchang, China Advertising Dept. Intern | 07/2008-08/2008 Jiangnan City Daily, Nanchang, China
+ + + + + Conducted a focus-group & in-depth interviews Conceptualized & designed marketing materials Developed & executed marketing tactics Designed internet & newspaper advertisements

Product Innovation Research Lab Project Clients: MCS Industries Inc., the Coleman Company Inc.
+ + + + Conducted survey & in-depth interviews Performed ethnographic research in retail stores Analyzed primary & secondary data

2009

........................................................................................ LANGUAGES
Chinese English
Fluent

Developed marketing strategies for new product launch

German
Basic

2008

Native

Word

..................................................... MEMBERSHIP
American Academy of Advertising

Photoshop

i erPo Pow el Exc

ator Illustr nt

Managed online forum; Planned online & offline events

SKILLS ......................................................................................................... > AWARDS

. iGoogle China University Student Innovation & Design Contest|Finalist|11/2009 . The 2nd Star of Western China Design Contest|Finalist|08/2009 . Shenzhen Universiade Poster Design Contest|Finalist|01/2008
Chinese Checkers, Painting, Sketching, Photography & Harmonica

HTM L
CSS

SPS

.................................................................................................... INTERESTS
<

Stata

>

Atlas.

ti

2 1

Proficiency