MESSAGING
For Marketing Communications and Social Media class, we were teamed up into different agencies since the beginning of the semester. We named our creative agency after our initials, LAASting Impressions. Our agency focus was on innovation and adaptation with an underlying vision for creativity. We were trend spotters, go getters, trail blazers, and content creators who were constantly breaking through the clutter.
For one assignment, we needed to help ZYN22 (a cycling studio located in Fort Worth, Texas) to come up with a marketing strategy for their new HIIT workout program. After conducting research and collecting data from a wide variety of people, we generated a creative brief and came up with a tagline message for the new HIIT workout program.
BRANDING
After doing an extensive research about the Neeley Premium Credential program from Texas Christian University, we concluded that this Professional Development program needed a rebranding.
First, we created an appealing and significant logo, consisting of four purple arrows which represents the four years students spend at TCU (Freshmen, Sophomore, Junior and Senior). These arrows are moving forward representing the success and value of the program. Furthermore, interviewees thought that Neeley Premium Credentials name was too vague, so we proposed it should be nicknamed the NPC (just the acronym). This is a short and sweet name which is easier to remember, that will resonate and stick. Moreover, we suggest this new logo should be printed on school supplies and on water bottles so it becomes familiar between students and faculty members.
With this new branding strategy, we want people to feel that the overall brand personality delivers students a worthwhile, prestigious, rewarding, lucrative, and effective experience.
COMMUNICATION
While working for ZYN22, the new HIIT workout program, we came up with ideas on how to communicate and drag more women to try this new workout routine.
Since the HIIT routine was going to be launched in Spring, the campaign was scheduled for March. We decided to work around the "Spring Break" trending topic which usually captivates a lot of attention from millennial women, thus dragging customers to try and hopefully buy the package.
MEDIA PLANNING
For Marketing Communications and Social Media class, we had to do a POE Media Plan (paid, owned and earned media) for a retailer. As an agency we segmented the campaign to a specific audience. We based our segmentation and campaign strategy using the latest data available for the market.
RESEARCH
In my Marketing Tools and Application class, I was given a survey and used SPSS to analyze the data based on a set of cereal attributes to identify how Groovy Puff´s was positioned relative to its key competitors. With the information gathered I was able to create a more robust marketing plan for Groovy Puff´s.
CONTENT
In Digital Marketing class, we conducted an individual social media simulation for Buhi bags. It was a hands-on experience and we were able to create and schedule social content on various platforms (Instagram, Facebook, Twitter, LinkedIn, YouTube and Pinterest).
We worked on strategy implementation to increase engagement, ROI, reach, conversions, and overall revenue. On this deck, you can see the breakdown of the goals, strategy and tactics, results and future recommendations.
STRATEGY
Marketing Strategy class was emphasized on case analysis. We analyzed real-world business challenges placing ourselves in the role of the decision maker.
First, identifying the problem the company was facing; and then, performing qualitative and quantitative analysis considering alternatives in order to make a recommendation. Attached you can find the case memo I wrote for Dunn Edwards Company case as well as the quantitative spreadsheet performed.