Portfolio
Here you will find a collection of my work from my time at the Integrated Marketing Program at the University of North Carolina at Wilmington. Please take a look around and reach out with any questions or comments you have. I look forward to hearing from you.
Image Credit: The 33rd Team
https://www.the33rdteam.com/cleveland-browns-can-go-from-worst-to-first-in-2023/
Since 1944, The Cleveland Browns have been a beloved team in the NFL with one of the most loyal fanbases in the league. As a team, we created branding recommendations based on our research on the Brown's communication strengths and weaknesses. The analysis not only identifies the competitive landscape, positioning, and audience of the Browns, but explores the relationship between Cleveland, Ohio's sports fandom and IMC overall. Ideally, the brand analysis is intended to inform the Cleveland Brown's public relations team, marketing department, and player's social media consultants in order to make the most sound decisions for the team's brand image.
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Located in the Blue Ridge of North Carolina, Monkee's of Blowing Rock is a women's high-end women's clothing store that focuses on an intimate shopping experience and values customer relationships. The communication audit provides an evaluation of the internal and external communication practices over six months, as well as the organizational structure of the team. Organizational recommendations were informed by qualitative research that included surveys and interviews and were measured on the criteria of consistency, effectiveness, and inclusion. The recommendations guide Monkee's management team to optimize performance, relationships, and communication. Professionally, the audit demonstrates my understanding of organizational communication and the ability to research and perform communication audits.
Image Credit: Monkee's of Blowing Rock
Presentation of Communication Audit
10 minute clip from presentation
Image Credit: Allies for Every Child
Presentation of Rebranding Memo
Allies for Every Child is a non-profit organization that serves underprivileged children in the west area of Los Angeles. Westside Children’s Center rebranded to Allies for Every Child in 2019 as the organization expanded beyond the west Los Angeles area. The purpose of this project is to explore the relationship between communication ethics and the process of rebranding. The memo explores the universal humanitarian approach utilized throughout the non-profit rebranding process as well as how this approach supported the rebranding mission. The memo and the presentation demonstrate my professional ability to analyze rebranding strategies as well as employ communication ethics in professional situations.
Crisis Communication Application
Image Credit: Vogue
Social Media Response
Balenciaga is a luxury fashion brand known for its designer, clothing, shoes, and accessories. In 2022 Balenciaga released two separate campaigns that made viewers question the brand's morals. First, the Gift Shop campaign featured photos of toddlers holding inappropriate stuffed animals. The teddy bears were dressed in BDSM clothing. In the Garde-Robe campaign featuring A-list celebrities, a Balenciaga purse is photographed laying on top of papers that read 'U.S. vs. Williams" the Supreme Court case that upholds laws against child pornography. This memo delves into the paracrisis situation that these two campaigns created and how Balenciaga and lead designer Denma attempted to rectify Balenciaga's tarnished brand image. Additionally, I provided example responses that I created and would release if I were a part of Balenciaga's public relations team or crisis communication team. The memo and response demonstrate my ability to understand and properly deescelate crisis situations.
User-generated content is one of the most popular and cost-effective forms of advertising today and is simply content created by social media users. The white paper informs readers of the different forms of UGC as well as risks associated with the use of user-generated content. Additionally, the white paper offers a branded solution, the UGCReward App. The app moderates UGC content, facilitates a relationship between creators and companies, and offers in-app incentives. The intended audience for the white paper is the leadership of any organization interested in or already using user-generated content as a part of their marketing plan. The white paper focuses on the act of crisis prevention while also creating opportunities in crisis situations.
Free Wix Image
UGC Infographic
Applied Learning: IMC Campaigns
Image Credit: The Cut
https://www.thecut.com/2017/11/best-affordable-skin-care-products-to-buy-from-the-ordinary.html
Example Deliverable
The Ordinary Skincare Brand prides itself on simplicity and functionality. The affordable skincare brand has quickly grown in popularity, leading the beauty industry. For this project, I created a campaign for the Ordinary's fictional game-changing new product, over-the-counter Tretinoin. Tretinoin is a very strong retinol sought after for its anti-aging effects and healing properties. The campaign is a portfolio of different digital marketing deliverables that work together to create a signature story for Tretinoin. This campaign showcases my creative work in IMC as well as my experience in the realm of digital marketing.
The applied learning project was a team effort to create and implement an IMC plan for the Junior Seahawks Hockey League based in Wilmington, NC. I specifically worked as the project manager and created all deliverables for community outreach solutions. The project goal was to provide the Junior Seahawks with a multitude of marketing strategies to help reach the teams’ communication marketing goals in the future. The intended audience for the project was Hockey Director, Rich Brouwer but is a great example to demonstrate my experience working on an actual campaign with a real client.
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Image Credit: Junior Seahawks
Example Deliverables
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Image Credit: Banner Elk
Example Deliverables
For my undergraduate capstone project, my team and I designed a new campaign for Lost Province Brewing Company in Boone, NC. I specifically was the team leader, creating the creative brief, and all of the deliverables. The campaign objective was to target Appalachian State students and create new events and branding to increase the student consumer segment. While working alongside the restaurant manager, we performed market research, compiled findings into a creative brief, and designed example deliverables for Lost Province to implement into its branding. Like the Junior Seahawks campaign, this project showcases my ability to collaborate with clients and produce meaningful content that they can implement into their branding.
Welcome
to Our Site
For this project, I researched the Virginia Creeper Trail and translated my findings into a well-written and designed brochure about the biking trail to entice visitors.The brochure is a graphic design project that showcases my technical design abilities and incorporates the ability to translate information into design and advertising. The project should be included in my portfolio because it not only showcases my Adobe skillset but also my ability to apply research to design. The intended audience is the park office management at the Virginia Creeper Trail but can also be used to showcase my technical design work in a professional setting.
Image Credit: Visit Abingdon
https://visitabingdonvirginia.com/landmarks/virginia-creeper-trail
