During this project, I focused on developing the National Small Business Day campaign and conducted the competitive analysis for another local cat cafe, Cat's Cradle. The National Small Business Day campaign served as the organic media focus to increase volunteers, donors and B2B partners. Each piece of media was curated to the purpose behind each social media platform, causing most posts for this campaign to be on Facebook. 

Our team collaborated to write the executive summary and overview, create goals and objectives, develop target personas based on research, develop KPI's  to measure success, calculate the social ROI and allocate the client's budget of $5,000 towards content creation, social media tools, paid social and promotions to create the comprehensive finalized project.

Integrated Marketing Communications course encompasses digital marketing, social media marketing, sales promotion, promotional products and print media. The course required a collaborative effort towards creating an extensive media plan for the client, White Oak Lavender Farm.

The plan contained an executive summary, substantial research on industry, product, competitors, and buyers, segmentation, marketing goals and strategies, a creative brief, media plan for various communications, content calendar and budget breakdown. I specifically found myself to be most useful in the research and writing portion of this project. Once the plan was complete at the end of the semester, our team presented to two representatives for the client using a Canva presentation to briefly discuss the proposed plan.

At the conclusion of the project and presentation, I was nominated by my group as the most valuable player.

Marketing Analytics taught me how to identify data types and statistical tests to accurately run and interpret data. I also practiced using predictive models to forecast values significant to marketing, used RStudio query software, visualized data using PowerBI and applied data into context. The semester long project was to devise a main research problem for a company of the teams choosing and propose a hypothetical product. My team of five proposed a smart watch for Strava, a physical activity tracking app. 

The project required writing a research problem paper, run a full and fractional factorial design for the attributes and levels of the product, develop a survey design using Qualtrics, write a final paper summarizing the survey results, and presenting to the class.