Digital and Social media marketing is now a foundational skillset, and an absolute imperative, in the practice of marketing communications. In 2019, I started Peak, a full-service social media marketing agency, to bring business to its fullest potential and reach their Peak. Additionally, during my tenure at Roosevelt University, I was formally educated on marketing, including, but not limited to, social media marketing, internet, and mobile display advertising, content marketing, public relations, campaign planning, and more. Below are sample pieces of personal work done for Peak clients and an array of class assignments completed during my tenure at Roosevelt to showcase my knowledge and mastery of marketing and communication skills and competencies.
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Peak Social Media Marketing Example
Client Proposal Example
Social Media Marketing Course Examples
My task during this course was to choose a topic, find my voice, and share my passions while optimizing and learning about all social media platforms. Examples of my posts and course assignments are found below, @the.darling.diaries, or using the hashtag #IMCSM20.
Personal Social Media Strategy Example
Compilation Of Social Media Posts Created With Personal Strategy
Social Media Brand Audit & Analysis Example
Marketing Principles Course Examples
During this course, I learned and applied the principles and practices of brand marketing in a broad sense and marketing communications within marketing organizations. It covered the full range of marketing communication tools, including advertising, public relations, sales promotion, direct response, event, sponsorship, and customer management, emphasizing "idea-centric" planning for appropriate IMC channels. The examples below showcase individualized and a group sample of my work from the course. We were tasked to choose a brand and produce a mock-up campaign focused on a new positioning strategy to redefine the brand.
Clothing Brand Campaign
Food Brand Campaign
Campaign Planning Course Examples
During this course, I learned and applied knowledge on situational analysis, audience research, critical strategic decisions, and creative development. My peers and I were grouped into teams to achieve our task of creating a unique and integrated brand campaign while incorporating both advertising and public relations tactics, together with IMC methods. I led my team to design the second advertising graphic, which can be found on slide 20, wrote the copy, and created the final campaign presentation, which we presented to our clients at the end of the semester. The class shared the same client, Lambs Farm. Lambs Farm is a nonprofit organization near Libertyville, Illinois, that provides employment and residential services for over 250 adults with developmental disabilities. Each year Lambs Farm residents bake and package baked goods and other gift assortments through the Lambs Farm catalog, where 100% of all proceeds from the catalog purchases go back to the charity to provide housing and jobs for the residents. My team and I successfully created a robust messaging strategy, advertisement ideas, and marketing tactics that led us to be awarded the class's best presentation.
Lambs Farm Holiday Brand Campaign
Lambs Farm Print/Social Media Holiday Advertisement Graphic
Advertising Course Examples
During this course, I learned and applied an array of advertising principles and practices. In addition, the course examined the various domains in advertising research, account management, media planning and creative, and understanding the process and production of marketing communication in print, TV, web, and interactive. The examples below showcase samples of my work from the course. I was given a brand and challenged to create and implement an integrated marketing communication campaign to halt the decline of sales for a brand and product and remarket while retargeting the product to a new group of consumers.
Kraft Retargeting Campaign
Kraft Billboard Advertisement Mockup
Public Realtions Course Examples
During this course, I learned and applied the principles, history, and practice of public relations in business, educational institutions, social welfare organizations, government, and military services. Included planning, research, writing, and production of PR materials. The examples below showcase samples of my work from the course. I was tasked with producing a pitch letter and press release, in addition to constructing a public relations strategy and tactics that the brand will use to showcase and bring awareness to a new product launch.
Pitch Letter
Press Release
Public Relations Campaign For New Product Launch
Market Reserach Course Example
During this course, I learned and applied research techniques for advertising, journalism, professional communication, and public relations for measuring audience attitudes, interests, and opinions. I was focused on selecting appropriate research methods/techniques, gathering primary and secondary data, analyzing, interpreting, reporting, and applying data in social, commercial, and political environments.The example below showcases a sample of my group work from the course. My group and I were tasked with conducting extensive background research to gather consumers' attitudes, interests, and opinions. We then created and carried out qualitative, quantitative, and a focus group to research and analyze the athletic shoe and apparel consumer market to address any communication problems and opportunities between Nike and their target audience. The deck covers the extensive research, findings, analysis, and recommendations that the brand may apply to shift its current strategy to fit the target market better.
Nike Market Research Deck Example
Crisis Communication Course Example
During this course, I learned and applied an understanding of the various crises that threaten and affect organizations and brands, and the integrated activities organizations employ to address and minimize crises. In addition, I have gained knowledge of the life cycles of crises, the strategies and tactics to gain familiarity with stakeholders, and the methods that brands should use to offset threatening activity. The example below showcases a sample of my work from the course. I. was tasked with analyzing many TV, print, and social media advertisements for an array of brands. The example showcases the background, impact, resolution, and suggested next steps to address and minimize crises after a brand's advertisement went rouge.
Peloton Holiday Advertisement Crisis Analyzation
Media Ethics Course Example
During this course, I learned and applied my knowledge of manipulative techniques beyond appropriate persuasion related to IMC activities. In addition, I developed skills on how to identify marketplace attitudes on ethics, correct criteria for ethical decision-making by IMC professionals, and deep dove into case studies of marketing campaigns in business and politics. The example below showcases a sample of my work from the course. My task for the course final was to choose a brand and analyze the ethicality of the brand actions in relation to IMC activities.