Gavin Crow
Advertising Strategy · Account Management · Data Analysis
About
Me
Hi, I’m Gavin Crow, a dual-degree graduate student at Texas Tech University, pursuing a Master of Arts in Mass Communication alongside an MBA. After studying advertising as an undergraduate, I developed a strong interest in the analytical and strategic side of the field, an interest that has only deepened through graduate-level research and applied coursework.
My work blends data-informed strategy with account and social media management, drawing from both academic training and freelance project experience. I enjoy using insights and performance metrics to guide creative decisions and build intentional, audience-focused campaigns.
Alongside my graduate studies, I serve in the College of Media & Communication, where I began as a Lab Instructor. After two semesters, I was promoted to Instructor of Record, and I currently teach an online section of Applied Workplace Communication. These roles have strengthened my professional writing, organization, and leadership skills while reinforcing my passion for clear, effective communication.
Explore the projects below to learn more about my work, approach, and transferable skills.
Featured Projects
BERDMAN
What began as a personal relationship rooted in a shared passion for basketball evolved into a client–manager partnership between myself and Michael Berding, known online as BERDMAN. Since May 2025, I have managed and operated Mike’s TikTok presence, building a content strategy that highlights both his basketball evaluation and on-court ability.
Through consistent, authenticity-driven content and multiple viral moments, the BERDMAN brand has grown to 16K followers on TikTok, 10K on Instagram, expanded onto YouTube, and established Mike as a recognizable local figure in the Lubbock basketball community.
Click through the tabs to explore Mike’s story, my role in developing the BERDMAN brand, and our vision for continued growth.
Midlothian Sports, Inc. - Social Media Audit, Social Media Content
Following a summer of volunteer work as a Social Media Intern and Operations Volunteer with Midlothian Sports, Inc., I conducted a comprehensive social media audit applying concepts and frameworks from MCOM 5318: Advanced Social Media Practice.
The audit evaluated the company’s existing social media presence, content strategy, and platform performance, translating academic theory into actionable insights tailored to the organization’s goals. The project culminated in a formal presentation of findings and recommendations to the company’s CEO, demonstrating my ability to communicate strategic analysis in a professional setting and apply course-based learning to real-world business challenges.
MCOM 2310: Business and Professional Communications Slideshows
This section features a collection of instructional slide decks developed for MCOM 2310: Business and Professional Communication. Each presentation was designed to clearly communicate course concepts and expectations, emphasizing clarity, structure, and student understanding. These materials reflect my commitment to effective communication and my effort to go beyond baseline instruction to support student success.
Perceptions of social media Sports Journalism Project
For MCOM 5364: Research Methods, I conducted an original research project examining how social media has reshaped audience perceptions of sports journalism. Titled “How Social Media Impacts Sports Journalism: Users’ Perception of Reporting Speed and Accuracy,” the study explored how sports-interested social media users evaluate credibility, professionalism, and inclusiveness in contemporary sports coverage.
I designed and administered a questionnaire, then analyzed participant responses to assess how rapid reporting cycles and the rise of citizen journalism influence perceptions of accuracy and journalistic standards. This project highlights my ability to apply research methods to real-world media questions, translate data into meaningful insights, and evaluate the evolving relationship between speed, credibility, and trust in digital sports journalism.
BRand Builders: Alliance Credit Union Campaign Book
In my final semester as an undergraduate advertising student, I served as Account Executive for a five-person team tasked with developing an integrated campaign plan for Alliance Credit Union’s Stock Rewards Program. Over the course of the semester, our team conducted research, developed strategy, and executed a comprehensive campaign aligned with the client’s business and communication goals.
As Account Executive, I led professional communication across the team by assigning roles, managing deadlines, and ensuring all deliverables remained on schedule and strategically aligned. In addition to overseeing the project, I contributed extensively across the campaign book, particularly in the SWOT and situational analyses, problem and opportunity identification, target audience development, strategic phasing, tactics, and executive summary, demonstrating both leadership and hands-on strategic involvement.
Literature Review: Music Streaming Era and Uses and Gratifications Theory
For MCOM 5366: Theory in Mass Communication Research, I conducted a literature review grounded in Uses and Gratifications Theory (UGT) to examine how contemporary media platforms satisfy user needs in the digital era. The review focused on the research question: How does the use of music streaming platforms meet users’ needs for entertainment, connection, and self-expression?
The paper traced the historical foundations of UGT, examined established gratifications associated with music listening, and explored how the theory has evolved alongside new media technologies and platform affordances. Special attention was given to how music streaming services expand traditional gratifications through personalization, discovery, and social sharing features.
By synthesizing prior research, the review identified a theoretical gap in how UGT has been applied to modern music streaming behaviors, positioning streaming platforms as an ideal contemporary case for extending and refining the theory.
Adidas x the netherlands - “piece by piece’ pr campaign
Piece by Piece is a global PR campaign plan developed for MCOM 5314: Strategic Communication in a Global Environment in partnership with adidas x The Netherlands. The campaign centers on sustainability in fashion, encouraging thrifting, upcycling, and clothing rework as alternatives to fast fashion and mass production.
Designed for launch in Amsterdam, the plan positions adidas as a leader in conscious consumerism while celebrating individuality, self-expression, and community through sustainable style. The campaign outlines clear objectives, including generating 3 million social media impressions across major platforms and driving a 10% increase in sales of adidas’ sustainably produced product lines within six months.
The plan includes cultural and target audience analysis, a defined core message, global communication strategy, and integrated tactics tailored to the Dutch market. Together, these elements demonstrate my ability to apply strategic communication principles within a global, culturally informed context.