Portfolio

Cause Marketing Case Study

This case study was created for a course in my Strategic Communications Master’s program, Comstrat 575 Marketing Communications Management and Campaigns. The assignment was to create a case study for a cause marketing campaign. I chose to create the case study on the Know Your Lemons campaign, a globally recognized breast cancer awareness initiative. The assignment was research driven and focused on providing details of the campaign’s background, target audience, formative research, and messaging. Additionally, I evaluated the campaign's effectiveness, the persuasion theory utilized, and its application success

The final deliverable was a written and designed case study. To create it, I conducted comprehensive research through the Know Your Lemons website and reviewed various articles documenting the campaign's success. Applying my knowledge from past courses, I identified the theory of persuasion underpinning the campaign. I then compiled my findings into a designed PDF using Canva, incorporating figures and branding elements from the campaign.

Design and Market Testing Report

I created this design and market testing report as the final project for the Comstrat 575 Marketing Communications Management and Campaigns course, part of my Strategic Communications Master’s program. The project required use of at least two original media products as the basis of the report and market testing. I chose two pieces of marketing collateral I created to support a conference that I am managing in my role at Tideworks Technology. The objective was to incorporate feedback and data from the market testing to refine the media products, grounding the approach with persuasion theory.  

The project involved three main components: research, theoretical application, and market testing with the target audience. The market testing I selected was in-depth interviews with Tideworks customers and vendor partners. The primary focus was on the market testing phase, where I identified and recruited several Tideworks customers and vendor partners who had previously attended the conference. I conducted 12 in-depth interviews over Teams, using a list of questions I developed to guide the discussions. I gathered valuable data from all the interviews and identified several emergent themes. These insights informed the revisions I made to the two media products, which I updated using Canva. For the final report, I compiled all the elements of the project into a designed report.

Through this project, I gained significant experience in interviewing the target audience and understanding their perspectives on marketing materials. It was interesting to see the diverse ways people interpret different aspects of marketing collateral. It was a fun challenge to transform feedback into tangible revisions, and the project as a whole enhanced my skills in both strategic communication and practical application.

website redesign project

I managed the redesign of a company website, working closely with the creative and web design teams. The project required migrating the site to a content management system, and we selected WordPress for its flexibility and user-friendly interface.

Over five months, we updated and edited all existing pages and content, selected new graphics and creatives, and meticulously reviewed each phase of the project to ensure readiness for launch day. My role involved overseeing the different project phases, ensuring the creative and web teams stayed on track, managing copy edits, and introducing new copy for specific pages to enhance the site's overall impact.

One of the key challenges was regularly testing and gathering feedback from our senior leadership team. These sessions allowed us to make necessary adjustments and improvements. The result was a visually appealing, high-performing website that significantly improved user engagement and received positive feedback from both users and stakeholders. Effective cross-team collaboration and clear communication were crucial to the project's success.