STRATEGY & GROWTH
the ACADEMIC portfolio illustrates my own growth and ability to understand IMC beyond tactical execution. It provides a glimpse into my approach to strategic IMC where the communications are anchored by the organizational objectives, but are infused with differentiation, audience insights and positioning. Each of the artifacts provides a solution to a company’s issue with strategic growth.
Strategic Rebranding — COM 539
Through my coursework in COM 539 - IMC Applied Learning Project, I led the marketing and strategy for a strategic rebranding for WorTech Corp., a systems, software and data science engineering firm. The artifact showcases the final client presentation, displaying my expertise in strategy, brand/messaging alignment, audience research and analysis. By introducing a framework of market, messaging, magnification and momentum, I provided a tangible solution for WorTech Corp. to strengthen their market visibility and positioning.
Digital Storytelling Campaign — COM 536
This artifact is a fictional expansion of a popular clothing rental service, Nuuly, into a game-changing new subcategory in menswear (Nuuly Men). The digital storytelling campaign includes an audience profile, signature brand storytelling and a multichannel campaign launch plan with a press release, blog, long-form video outline, social media content and micro-podcast. The artifact provides value to my overall portfolio and showcases my digital storytelling capabilities, integrated campaign knowledge and creativity in a sector outside of my current industry.
