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Strategy Work
My strategy work spans both real-world client projects and academic case studies. From improving CALA’s search visibility through an SEO audit and recommendations to developing brand, audience, and campaign strategies in undergrad, I have always been drawn to understanding how people think and what motivates them. These examples show how I approach problems with curiosity, structure, and a solutions-first mindset.
Search Engine Optimization Project
After learning that most website visitors were arriving through direct searches, I assembled a small team and pitched a plan to optimize CALA’s site for greater visibility and new audience growth.
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Academic Case Studies
After learning that most website visitors were arriving through direct searches, I assembled a small team and pitched a plan to optimize CALA’s site for greater visibility and new audience growth.
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McDonalds
Strategy
This is a creative brief I completed for a Brand Strategy course I took in 2018. It's pretty lengthy, but the basic idea of the assignment was to analyze an abundance of brand research that I had collected over the course of the semester and turn that research into insights that I would then turn into a "big idea" for the company's next campaign.
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Pavlok
Strategy
This is a group assignment that was completed for my Consumer Insight course. We first had to pick a brand that had little or poor advertising, we chose Pavlok. Once chosen, it was our job to construct primary and secondary research in order to generate insights as to what the company could do to increase brand awareness.
(Fun fact: Pavlok had an appearance on Shark Tank in which the Sharks identified many of the same brand problems we found.)
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Sam's Cafe
Strategy
This group project required a total rebrand of an already existing sandwich shop located in Champaign IL. The instructions gave us a budget, a target audience, and a general direction in which the new owners wanted to take regarding the rebranding. Also, I now know how much it costs to book Neil Degrasse Tyson for a private event, which is very valuable information.
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Toyota Prius
Media
This is a report that was completed for my Innovation in Advertising course. For this assignment, my group and I selected a product, conducted market research, and generated PPC and DisplayAd campaign propositions using Google AdWords and ComScore. The goal of this project was to ensure our understanding of the digital advertising planning process. My main focus was on the PPC campaign proposition.