In her final semester at USC, senior advertising major MaryGail Zack decided to challenge herself by enrolling in JOUR 521, Google Nonprofit Marketing Immersion program.
Zack stepped into the role of team lead, managing a digital campaign backed by a $10,000 Google Ads grant. Her team worked with Hopebound, a nonprofit that provides affordable therapy to marginalized communities.
Marcia Purday, APR, the faculty member who teaches the course, was impressed by Zack’s leadership skills.
“As a team captain, MaryGail really understood what this class is about. It goes beyond running Google Ads or reporting numbers,” said Purday. “It’s about using digital strategy to help real nonprofits make real connections. She took the time to understand Hopebound’s mission and guided her team to build a keyword strategy that matched how people actually search for youth mental health support.”
The team focused on reaching the right audience rather than maximizing clicks.
“They didn’t care about impressions as much as impact — reaching the people who truly needed them,” Zack said.
That strategy led to an unexpected breakthrough. A targeted keyword helped the nonprofit get discovered by the band Moonchild, who later agreed to partner with Hopebound for a concert.
“That turned into a real partnership which created visibility, community engagement, and new opportunities for Hopebound,” said Purday. “That’s what I want students to take from this experience. Metrics matter, and meaningful impact matters just as much. MaryGail understood that and delivered while leading her team with focus and care.”
Maria Purday and other faculty members have had a significant impact on Zack in her time at the CIC.
“They end up learning the way that you learn, what is good for you,” said Zack, reflecting on how her professors have guided her towards future classes. “I've been told by so many professors, ‘You would like this person,’ because they teach the way that you learn.”
Zack will remain in Columbia after graduation, working in a marketing role for a family-owned branch of Mister Sparky, an electrical services company.