Projects and Campaign
Ripley's Believe It or Not! Times Square
Marketing Manager
November 2014-Present
Portfolio
Ripley's Believe It or Not! Times Square
Marketing Coordinator
January 2014-Present
Portfolio
Pace U Ad Team
Creative Associate - Mary Kay Campaign
August 2013-May2014
Mary Kay Portfolio
Background
In August 2013, the Pace U Ad Team received notice that Mary Kay will be the official client of the 2014 National Student Advertising Competition, sponsored by the American Advertising Federation. The sole purpose of this competition is to present a fully executed campaign through the use of a plans book and a powerpoint presentation. The marketing brief that was provided allowed us to establish our target market and began to develop our SWOT analysis. Through market research we were given insight on how milennial women think, what influenced them and what they were looking or in a product. That information became the basis of our campaign.
What we accomplished
We created an entire campaign that included the research, advertising through all platforms, promotions, yearly and quarterly budgets, ROI, key insights, strategy, a physical prop for the campaign and bracketing.
All of these reflected our organizing idea. The Key Campaign showed women the difference between "store bought beauty" versus "personalized" beauty ( Mary Kay), and the gap between the two. Our campaign focused on bridging that gap. We focused on the HER and how Mary Kay will be there for her day or night; unlike a store, Mary Kay never closes. Our execution really drove this story home though personal testimonies, emotion and qualitative data.
By being part of this team I was able to experience different phases of the campaign. I was able to step away from one project that was on track and move to another department that needed help. Starting on the Media Planning and Buying team, I learned how to select the right cities and states to focus most of our advertising in, how utilized media packages and negotiating preferred time slots all while staying within (and below) budget.
At that point the I transitioned to the creative department where we executed print and digital ads. After a lot of trial and error we came to the realization that we had to put "her" in her own element. Then the product lines basically fell into place. We wanted to show that no matter what lifestyle this young woman wanted to leave Mary Kay had her covered.
After the creative was done I was then part of the Strategic Planning Team. This was where all of the below the line ideas were composed. We looked at different event that might appeal to the millennial women and keep her engaged in the brand. Mary Kay holds very true to their core values, so we wanted to reflect that in our special events. One event that I hold dear to me is utilizing Skills USA. This is an organization that empowers young individuals to follow their dreams in the work field. This was a great opportunity for Mary Kay to explore to expand their market.
By working in these three departments and learning how each one works with each other I found that marketing is something I truly love doing. It is so inspirational seeing all of your hard work come to life.
Setemari Project
June 2011
Background
The objective of the trip was to learn about the Italian culture and the history behind rowing. Setemari Row Team is one of the largest most well known row teams in Italy. Every 2 years the Vogalonga is celebrated. During this time there is a big race around the island of Venice, that people from all around Europe come to see and participate in. Setamari Row Team reached out and invited us to experience this race with them.They wanted us to understand fully what they do and how they do it, their main goal was to come to the US and row the length of the Hudson River.
What we accomplished
Through extensive research we found that many changes need to be made in order for them to accomplish the task of rowing the Hudson River. The first issue we exposed was that new boats were needed. Different boats were needed due to the water patterns and the depth difference between the US and Venice. Boats in venice are shallow because of the canal and the water current is much calmer there. We also researched the different launching/rest points; because the Setemari Club is used to their boats and water current they will need to rest more during their trip. After researching the boats. laws and launching points we presented their new budget. We calculated the budget of the new boats, permits and accommodations then effectively presented the finding to the group and sponsors of the group.
Ripley's Believe It or Not! Times Square
Marketing Manager
November 2014-Present
Portfolio
Ripley's Believe It or Not! Times Square
Marketing Coordinator
January 2014-Present
Portfolio
Pace U Ad Team
Creative Associate - Mary Kay Campaign
August 2013-May2014
Mary Kay Portfolio
Background
In August 2013, the Pace U Ad Team received notice that Mary Kay will be the official client of the 2014 National Student Advertising Competition, sponsored by the American Advertising Federation. The sole purpose of this competition is to present a fully executed campaign through the use of a plans book and a powerpoint presentation. The marketing brief that was provided allowed us to establish our target market and began to develop our SWOT analysis. Through market research we were given insight on how milennial women think, what influenced them and what they were looking or in a product. That information became the basis of our campaign.
What we accomplished
We created an entire campaign that included the research, advertising through all platforms, promotions, yearly and quarterly budgets, ROI, key insights, strategy, a physical prop for the campaign and bracketing.
All of these reflected our organizing idea. The Key Campaign showed women the difference between "store bought beauty" versus "personalized" beauty ( Mary Kay), and the gap between the two. Our campaign focused on bridging that gap. We focused on the HER and how Mary Kay will be there for her day or night; unlike a store, Mary Kay never closes. Our execution really drove this story home though personal testimonies, emotion and qualitative data.
By being part of this team I was able to experience different phases of the campaign. I was able to step away from one project that was on track and move to another department that needed help. Starting on the Media Planning and Buying team, I learned how to select the right cities and states to focus most of our advertising in, how utilized media packages and negotiating preferred time slots all while staying within (and below) budget.
At that point the I transitioned to the creative department where we executed print and digital ads. After a lot of trial and error we came to the realization that we had to put "her" in her own element. Then the product lines basically fell into place. We wanted to show that no matter what lifestyle this young woman wanted to leave Mary Kay had her covered.
After the creative was done I was then part of the Strategic Planning Team. This was where all of the below the line ideas were composed. We looked at different event that might appeal to the millennial women and keep her engaged in the brand. Mary Kay holds very true to their core values, so we wanted to reflect that in our special events. One event that I hold dear to me is utilizing Skills USA. This is an organization that empowers young individuals to follow their dreams in the work field. This was a great opportunity for Mary Kay to explore to expand their market.
By working in these three departments and learning how each one works with each other I found that marketing is something I truly love doing. It is so inspirational seeing all of your hard work come to life.
Setemari Project
June 2011
Background
The objective of the trip was to learn about the Italian culture and the history behind rowing. Setemari Row Team is one of the largest most well known row teams in Italy. Every 2 years the Vogalonga is celebrated. During this time there is a big race around the island of Venice, that people from all around Europe come to see and participate in. Setamari Row Team reached out and invited us to experience this race with them.They wanted us to understand fully what they do and how they do it, their main goal was to come to the US and row the length of the Hudson River.
What we accomplished
Through extensive research we found that many changes need to be made in order for them to accomplish the task of rowing the Hudson River. The first issue we exposed was that new boats were needed. Different boats were needed due to the water patterns and the depth difference between the US and Venice. Boats in venice are shallow because of the canal and the water current is much calmer there. We also researched the different launching/rest points; because the Setemari Club is used to their boats and water current they will need to rest more during their trip. After researching the boats. laws and launching points we presented their new budget. We calculated the budget of the new boats, permits and accommodations then effectively presented the finding to the group and sponsors of the group.