Integrated Marketing Communications
I collaborated with a team of five peers to develop a comprehensive marketing plan for White Oak Lavender Farm. Our objective was to boost online product sales by 20% across the Baltimore, New York City, and Washington, D.C. markets by May 31, 2026. To achieve this, we designed a targeted strategy tailored to these regions, leveraging five core promotional channels: sales promotions, digital marketing, branded promotional products, social media engagement, and out-of-home advertising.
I collaborated with a team of four colleagues to conduct a consultation analysis of Alo Yoga, focusing on consumer behavior and brand positioning. To gather insights, we organized two focus groups of 4–6 participants each, which revealed perceptions of the brand image Alo promotes. We also carried out a brand assessment that examined Alo Yoga’s marketing strategies, digital presence, and competitive landscape. Based on these findings, we developed actionable recommendations aimed at enhancing Alo’s marketing practices and strengthening its long-term connection with consumers.
As part of a 3-member team, we partnered with Wears Woody to design and launch a multi-channel marketing campaign for their participation in James Madison University’s Homecoming 2025, which drew an audience of over 20,000 attendees. To amplify visibility, we produced and scheduled 8 pieces of social media content across Instagram, TikTok, and Facebook, boosting engagement. In addition, we created an Influencer Empowerment Program to strengthen Wears Woody’s collaborations. This initiative expanded their reach while providing affiliates with tailored content frameworks and measurable KPIs to track campaign success.
