Pace University
Brand Marketing Team
American Advertising Federation's
National Student Advertising Competition
Challenge: To develop a comprehensive marketing plan for Ocean Spray, a cooperative of family growers. Ocean Spray wanted to target Millennials ages 24-35 in the competitive food and drink landscapes.
Global Media Management
Created a media campaign for a mock luxury and natural skincare brand based in the UK. Focused on millennials based in the United Kingdom to determine appropriate media platform strategies with a budget of £2,000,000.
Earned the highest grade in the class.
Provided a literary review, critical analysis and commentary on academic theory regarding the role that celebrity endorsements play in the media communications plan.
Market Research
Film Industry Market Research
Identified problems within the film industry relating to movie theater attendance, streaming services and illegal movie downloading. Developed three projects: an industry profile, research hypotheses, and data analysis from our survey results.
Public Relations
Evaluated Amazon’s crisis communications response for selling controversial book, The Pedophile's Guide to Love and Pleasure.
Reviewed the company’s crisis communications, management and ethics policies.
Consumer Behavior
Conducted in-depth research into Dior’s luxury target millennial market for the release of their new perfume, Poison Girl, and applied relevant theory models.
Fashion Marketing
Case Study
Based on a fashion brand that has encountered any marketing, advertising or branding problems within the last five years. American Apparel has been undergoing continuous changes since their CEO was ousted for vulgar behavior.
Analyzed the specifics and launch of the Snapchat Spectacles. Conducted 2 one-on-one interviews and analyzed respondents' responses in addition to providing recommendations.