Sum 08
Creation
I designed a mock webapp to present to the UI design firm Red. My concept engaged customers by providing tools to manage projects, aid client acquisition, and automate inventory control. The platform also provided a forum to encourage learning and support and generate new business opportunities for the customers.
Read an in-depth report of this project.
Sum 08
Otherinbox
A collection of ideas I presented to the email startup Otherinbox. My research and analysis identified several key market segments and personalized selling points for each.
Spr 08
Lakehouse Spa and Resort
As part of a marketing strategies class we consulted Lake Austin Spa on strategies to grow their day spa clientele.
Our team surveyed recent visitors to determine patterns of behavior and discovered that customers viewed the current packages as an expensive luxury limited to special occasions only once or twice a year. Our analysis suggested that a shift in Lake Austin's pricing model could help the business align to day spa customer expectations and increase customer lifetime value.
With our suggested monthly subscription plan and rewards program, we hoped the experience would instead be viewed as a weekly health and wellness investment focused on the entire value of the facilities.
Under this model, our findings suggest customer lifetime value increases of 300%, better capacity utilization of services during the week, and increased referrals through the rewards program.
We were also able to identify potential for group promotions, especially executive retreats.
Click here to read an in-depth analysis of the project.
Spr 08
Democratees
As a class project I developed a business and marketing plan for Democratees, a brick and mortar retailer that brings the Build-A-Bear personalization model to apparel. Customers use on-site screen-printing to customize their designs and create a unique fashion style.
The plan essentially outsources research and development, fashion design, trendsetting, and parts of manufacturing and marketing to the consumers - a sort of crowdsourcing for the real world. Popular designs are featured in store, encouraging designers to self-promote their work and attract new customers.
Fall 07
SAHELI Austin
SAHELI is a non-profit partner of Safehouse tailored specifically to the cultural needs of Asian families. As a way to increase exposure, fundraise, and celebrate Asian cultures, they decided to host an Asian food festival.
Lacking experience with this type of event, they asked our group to develop a logistic plan and survey food vendors. We spoke with experienced individuals who organized similar festivals, and created a survey to ascertain the needs, expectations, and experiences of local restuarants and appraise their interest in participating.
Our report provided SAHELI with insight into the questions and concerns of vendors and a shortlist of possible partners for the event.
Spr 06
WorldPiece
My project team developed the business plan for a second-generation touchscreen ebook reader targeted towards educators and other professionals. The plan included unique offering, production, distribution, marketing, and financial projections.
We pitched our concepts to a panel of investors, competed in a simulated market competition, and created a crisis response plan to address a unique dilemma.
Click here for a more in-depth look at this project.
Fall 04
Ford Motor Company
Ford approached our sales management class with the desire to attract hispanic customers to their local dealerships.
Our group was tasked with developing a plan to recruit and train a hispanic salesforce that dealt with the specific cultural, language, and financial needs of this segment.
We started with secondary research, studies, and best practices and then conducted personal interviews on-site at the dealerships. Our recommendations addressed concerns for family, language barriers, and credit opportunities specific to hispanic customers and applicants and included the training, support, and sales materials necessary to tackle these issues.
Spr 08
GradPrep
I developed a social marketing plan for a startup offering test-prep services and an online community to potential grad school applicants.
My strategy involved a six-step customer engagement plan based on the concepts of permission marketing.
You can read more about the plan here.
Fall 04
AMA Projects
As a member of the American Marketing Association I volunteered for various projects to promote the organization on campus and to professionals.
SweetLeaf Tea
I worked as a campus representative for SweetLeaf Tea, promoting the brand through taste tests and event sponsorships.
People Magazine
I helped increase magazine subscriptions by promoting People Magazine to campus Sororities.
AMA Booth
I designed and wrote copy for brochures and marketing materials to represent the Austin chapter in the American Marketing Association's national conference.
