Projects @ UW Foster

The following are projects completed while at the Foster School of Business, including internship and academic work.

 
 

Brand Extension Project - Safeway MARKETPLACE.

For a brand strategy course, worked with a team to develop an extension brand for an established company. We determined the business opportunity from market research, focusing on urban consumer as an extension of a mass market chain. Next, conducted brand association surveys to gauge viability of separating and maintaining original brand, and determine positioning of the new creation. Lastly, constructed the visual identity and product offering tailored towards new target market. 

 
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Digital Marketing for Orelle Ltd. - NatraTone

Developed comprehensive digital strategy for new market entrant personal health product. Constructed customer segmentation for use amongst digital strategies including:

  • Google AdWords campaigns
  • Amazon page optimization
  • Inbound content marketing
  • Social media targeting
  • SEO strategy
  • Online partnership promotion
 
 
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Ad Agency Competition - FOOLPROOF

Competed amongst 8 team agencies throughout academic quarter, applying learned targeting practices and media reach goals to imagined creative strategies. Competition cases included Contadina Pizza creative & targeting for family consumer, Heineken beer repositioning in Brazilian market, and Ad Council creative strategy for reducing plastic straw consumption. The team formulated strategies based on market trend research, strategizing business and media objectives, then creative strategy to cut through the clutter and reach target consumers.