Projects

This plan won my group and I first place out of three different sections, where I was recognized as the standout team member. 

It includes a two-month social media audit of Aristocat Cafe and three competitors, paid, owned, and earned media campaigns with corresponding deliverables, and fleshed out social media strategies/goals/relevant KPIs. 

This project was undoubtedly my favorite to work on during my time spent at JMU. Going into the cafe to interview staff, collect hands-on footage, and storyboard content alongside my teammates was part of what made this such an engaging plan to work on.

I worked a lot on our paid and owned campaigns, but had a lot of fun with SMART goals, KPIs, and figuring out how to measure campaign effectiveness as well. I learned so much about creating, implementing, and evaluating social media campaigns. I came into MKTG 410 with prior SMM knowledge from an internship, but this is the class that truly made me fall in love with the subject.

Our plan - designed and formatted by me - can be seen on the right!

This project won my group and I first place out of every Fall 2024 IMC plan. 

Acting as fictional advertising agency Summit Advertising, our integrated marketing communications plan was built to help out local Shenandoah business White Oak Lavender Farm. 

The plan includes but is not limited to in-depth market research, multiple buyer personas, a creative brief, a media plan, and five marketing strategies with corresponding deliverables. I worked on all things in the plan related to digital marketing, as well as a good chunk of the market research, brand positioning, and SWOT.

Working on this was a lot of fun. I chose marketing because I love the blend of business strategy and creativity, which I think is embodied by this IMC project. Having the creative freedom to pick what marketing strategies to use, how to turn them into tangible or physical deliverables, and then budget it all out was definitely the highlight of this plan. It was a very effective method to practice how to market for a business in a well-rounded way. 

Feel free to check out our plan to the right if you're curious!

This is the finalized business plan for my COB 300 class, a 12 credit course JMU students complete after their formal acceptance into the College of Business. 

The plan is comprised of 4 sections: Operations, Marketing, Finance, and Management. Student groups are tasked with creating the comprehensive plan entirely from scratch and fleshing out all the details to cover a 5 year period. 

Our product idea was Cookfinity: a space-saving kitchen utensil set with detachable heads and handles. Scroll through the plan if you'd like! 

I worked primarily on the marketing section of our plan. This included target markets, marketing mix and budget, market growth projections, etc. These can be seen in exhibitions 6-9.

COB 300 was a rough and stress-filled - but equally rewarding - welcome into my upper-level business courses. I learned so many skills through my time spent working with my group mates that could have not been taught in a traditional classroom setting. It was genuinely a great experience and I'm glad to be able to share it here!

The Market Entry Program was a project designed to get us to think about marketing to cultures and groups outside of America. It's easy to research the typical American consumer, but what if you're not marketing to the typical American consumer?

Acting as the FinTech company Square, our job was to position ourselves in the Sub-Saharan African country of Nigeria. This included a detailed country overview of  Nigerian culture, ideals, business practices, government, and geography. The final plan also includes a comprehensive market strategy, action programs, budget, and financial report. 

Although not as flashy as my other projects, this was by far the most fun to research for. Because research for this project was unlike anything I had to do before, it strengthened by skills considerably and gave me new insights on how to go about researching potential target markets. 

If you'd like to peruse it, I've made it available right here.