Comprehensive Marketing Strategy & Execution
Comprehensive Marketing Plans
This was a comprehensive marketing report concluding a team project in a senior level Marketing Strategy class. Throughout the class period, we participated in an ongoing online simulation in which we chose from six optional target markets, designed a backpack, determined the pricing, distribution and promotional strategies. We determined our own marketing budget and managed the elements of the marketing mix throughout the simulation to maintain positive profits. As stated in the report, my team came in second out of six teams in the class for total profit. Outside research was completed regarding the target market. Received 202/200 points from an extremely tough grader.
Targeted-Focus Marketing Plans
This evaluation was created for a senior-level International Marketing course. Based on a cultural & economic analysis we had previously conducted on the country, we were tasked with exploring opportunities for a specific product in Spain. We were to select an existing product that is not yet marketed in the country and include the extent of adaptation of the selected company’s marketing mix necessary for a successful market entry.
This is my analysis of a case study in a senior-level international marketing course. In this case, Unilever was considering options for targeting low-income consumers in the Brazilian laundry detergent segment. It was considering re-positioning an existing laundry detergent brand currently in Brazil (marketed as a premium brand), bringing an existing product from another market into Brazil, or creating a whole new brand. We were asked if Unilever should target low-income consumers, how it should fill that need, and how it should update the marketing mix.
Event Planning and Execution
While working as a store manager at Hallmark, I was given a significant amount of autonomy and tasked with trying to bring more traffic into the store and, of course, drive sales. One of the primary ways I did this was through in-store events which I partnered with the mall's marketing team to promote. After trying out many different types of events, I found the most success for the local market in Manhattan Beach- which has a strong sense of community- with bringing in local artists and other vendors for trunk shows. These were great because of the cross-promotion both the store and the vendors could benefit from. I also worked with my district manager to create fliers (passed out in store and shared with vendors) and email blasts for each event, usually including a coupon incentive, and posted events on the store's Facebook page. In our most successful event, we brought in over $600 solely in sales from the local vendors and increased total store sales during the time of the event by 350% of the previous year's comp. Because the vendors worked on profit share and we were able to get refreshments donated from a local bakery, the cost of the event was $0, making all the sales profit.
Both at Somewear Boutique and G-RO, I have created & executed email strategies incorporating automated and manual campaigns. I have worked in MailChimp and Klaviyo, both with Spotify Plus integration. In execution, I have done everything from design to copywriting and am able to tweak CSS and HTML for a more customized design.
Social Media Management
In addition to extensive personal experience with social media, I managed the social media for G-RO, including creating and maintaining a social content calendar as well as community management. I wrote copy and scheduled the posts at optimal times for our audiences, and often created graphics or edited images or videos for posts (usings Adobe Photoshop).
Basic Graphic Design and Image Editing
I have recently been able to gain experience with basic graphic design and photo editing using Adobe InDesign, Photoshop and Acrobat. I am comfortable working in both of these programs and am very self-sufficient in learning new skills within them as the need arises. I am currently working at an intermediate skill level in these programs. At G-RO, I have created graphics and edited images for use on our website, printed and digital advertisements, official presentations and documents, and our social media.
Though I've yet to learn actual coding, I have designed websites on and am comfortable using the platforms Wix, SquareSpace and Wordpress. Wix is my preference and I designed this entire website from scratch (without the site's AI features or even a basic template). I've also created a simple, one-page website to help my dad promote his percussion lessons.
I have recently gained experience with trade shows through G-RO. I was able to attend several trade shows as a representative of G-RO at shows where we were exhibiting our current and upcoming products to wholesalers. Along with the company's Director of Sales, I worked on various aspects preparation for the shows and attended the shows. After our first couple of show experiences, we were able to implement some new ideas such as scheduling an event at our booth during the show, which was advertised on the show website, and bringing product to offer for cash & carry. At the shows, my retail background came in handy as we set up the booths, which we largely designed as we went (we were working with small booths) and then spoke to wholesalers throughout the shows about our products. I was also able to make many marketing contacts by being there as part of the marketing department.