Strategic insights
Below are some of my favorite projects that I have created while studying Strategy at The University of Illinois Sandage department of Advertising.
Each dives deep within a different aspect of the media & strategy world. Enjoy.
Senior Design Capstone
During an 8-week course designed to feel the pressures of a fast-paced agency environment working with a real and local client, self-created agencies where each student plays a role were created. I held the responsibilities of the strategist and creative director for our agency, scuba.
Problem: Our client, the English department, is not recieving as much interest in major applications as in the past.
Research: Interviews, Q&A pannels with client, surveys, social media sites, competitor analysis, professional online publications.
Insight: Students deem English as an “unemployable major” and are seeking majors aligning with more long-term employment goals.
Opportunity: Craft English as a desirable, skill-driven major where students will learn employable skills leading them to a range of career paths.
Sports Personas
In a deep-drive research driven project, I highlighted the personas affiliated to sports fandom.
Problem: More sports engagement means more competition for fans attention.
Research: Qualtrics surveys, interviews, academic published journals.
Insight: Affiliations are rooted in geography, streaming is more popular than ever, people have different beliefs in what a true fan is.
Opportunity: Different types of fans have different levels of media consumption. Knowing the habits of different levels of fans will help determine media tactics appropriate for each audience
Consumer Insights brand book
In a semester long project, my group took on Noodles & Co. to reposition the brand in the ever-changing food and beverage industry.
Problem: Because “fast-casual” has a negative connotation, consumers do not see the quality of options that Noodles & Co. has to offer.
Research: In-restaurant evaluation and observation, product testing, social listening, focus groups, Nielsen data
Insight: For social, on the go, health conscious individuals, Noodles & Co. is a quality option.
Opportunity: Emphasizing the quality, fresh, health conscious aspect will attract consumers.
LulUlemon rebrand
A deep dive into the new athleisure culture, focusing on the brand leader, Lululemon.
Problem: The growing trend to be healhy created an “athleisure” category. Quickly, competitors are adding on to their successess and threatening Lululemon’s established domnince.
Research: MRI, competitors sites, Ad Age, Business Insider, Forbes.
Insight: Lululemonis in a unique position, claiming their product is technologically advanced.
Opportunity: Continue creating apparel that is technologically advanced and expand into more areas besides womens apparel.
Spirit airlines brief
A written brief showcasing the airline industry, with specific attributes to Spirit Airlines.
Problem: Spirit Airlines is known for excess fees, after original ticket purchase.
Research: Surveys, focus groups, MRI data.
Insight: For a traveler looking for a quick escape with limited baggage and no desire for luxury, Spirit airlines is a cheaper option.
Opportunity: Appeal to the spontaneous, light packers who are looking for a cheap way to explore.