Strategic insights

Below are some of my favorite projects that I have created while studying Strategy at The University of Illinois Sandage department of Advertising. Each dives deep within a different aspect of the media & strategy world.

senior design capstone

Situation: During an 8-week course designed to stimulate the realities of a fast-paced agency environment, working with a real and local client, self-created agencies where each student plays a role were created. I held the responsibilities of strategist and creative director for our agency, Scuba. We were tasked to help the English Department, our client, drive more interest in applications after seeing a dip in the past few cycles.

Research: Interviews, Q&A panels with client, surveys, social media sites, competitor analysis, professional online publications.

Insight: Students deem English as an “unemployable major” and are seeking majors aligning with more long-term employment goals.

Opportunity: Craft English as a desirable, skill-driven major where students will learn employable skills leading them to a range of career paths. PDF

SPORTS PERSONAS

Situation: In a deep-drive research driven project, I highlighted the personas affiliated to sports fandom. With more opportunities to engage in sports across platform, team and league, there is heightened competition for attention from fans.

Research: Qualtrics surveys, interviews, academic published journals.

Insight: Affiliations are rooted in geography, streaming is more popular than ever, people have different beliefs in what a true fan is.

Opportunity: Different types of fans have different levels of media consumption. Knowing the habits of different levels of fans will help determine media tactics appropriate for each audience. Sports PDF

BRAND BOOKS

Situation: In a semester long project, we took on Noodles & Co. to reposition the brand in the ever-changing food and beverage industry. Because “fast-casual” has a negative connotation, consumers do not see the quality of options that Noodles & Co. has to offer.

Research: In-restaurant evaluation and observation, product testing, social listening, focus groups, Nielsen data.

Insight: For social, on the go, health conscious individuals, Noodles & Co. is a quality option.

Opportunity: Emphasizing the quality, fresh, health conscious aspect will attract consumers. Brand Book PDF

SPIRIT AIRLINES BRIEF

Situation: A written brief showcasing the airline industry, with specific attributes to Spirit Airlines. Spirit Airlines is known for excess fees, after original ticket purchase.

Research: Surveys, focus groups, MRI data

Insight: For a traveler looking for a quick escape with limited baggage and no desire for luxury, Spirit airlines is a cheaper option.

Opportunity: Appeal to the spontaneous, light packers who are looking for a cheap way to explore. Brief

LULULEMON REBRAND

Situation: A deep dive into the new athleisure culture, focusing on the brand leader, Lululemon. The growing trend to be healthy created an “athleisure” category. Quickly, competitors are adding on to their successes and threatening Lululemon’s established dominance.

Research: MRI, competitors sites, Ad Age, Business Insider, Forbes.

Insight: Lululemon is in a unique position, claiming their product is technologically advanced.

Opportunity: Continue creating apparel that is technologically advanced and expand into more areas besides women’s apparel. PDF

A look into four visual campaigns, derived from research-backed insights

Toys R Us

Reposition Toys R Us the way kids see the brand

Nespresso

An alternative way to position a coffee brand; showcasing the positive effects of caffeine in the morning, and how it can change your overall mood.

Garmin

A watch made for the extreme runner should display real life running situations.

viceland

Taking into account all of Viceland’s stations and its position as a network overall, creating old style images with a new twist is portraying what the network is doing; taking old topics and making them controversial.