My Work
Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more about what I have done in my marketing classes and internships!
Integrated Marketing Communications Plan
Adobe Express
​As part of James Madison University's chapter of the American Marketing Association, I worked with the project management team to develop an integrated marketing communications plan for Adobe Express to submit to the AMA's 2024 - 2025 Case Competition. Our proposal focused on increasing awareness and familiarity of the platform among college students (ages 18-24) and professors through targeted strategies. We conducted primary and secondary research to identify key audience insights, including a demand for user-friendly tools and affordable pricing models. Our plan included tactics such as influencer partnerships, expanded ambassador programs, and tailored social media campaigns to enhance engagement. By emphasizing Adobe Express as a creative, accessible tool for academic and professional success, we aimed to position the platform as indispensable to its target market.
Services Marketing Presentation
Spotify
For my Services Marketing class, my group and I developed this presentation on "Customers' Role in Services", using Spotify as our example. The presentation highlights Spotify's unique customer experience and how the platform leverages customer roles to enhance its services. Spotify engages customers as active contributors, influencers, and even competitors through various tools. Key features include personalized playlists (such as Discover Weekly and Wrapped), machine learning algorithms for recommendations, and social features like collaborative playlists and Spotify Blends. Additionally, customers’ interactions with artists are enriched through direct messaging and the Spotify for Artists platform, fostering deeper relationships and co-creation.
Integrated Marketing Communications Plan
Rockingham Education Foundation, Inc
This is a 100+ page campaign developed for my Integrated Marketing Communications class for a nonprofit organization in my school’s local community, Rockingham Educational Foundation, Inc. My team and I developed a campaign theme, branding methods, a creative brief, and created 30+ deliverables for 5 different marketing
channels – traditional advertising, social media marketing, digital marketing, direct marketing, and PR/Publicity. We also created a budget to allocate through various mediums and vehicles to be used for each channel, as well as measurement and evaluation methods.
Customer Journey Project
A.J. Dwoskin & Associates
This is a customer journey plan I created during my internship with A.J. Dwoskin & Associates, a real estate company based in Northern Virginia. I outlined key phases from lead generation to lease renewal, addressing customer questions and optimizing touchpoints along the way. It maps out four phases: converting leads to prospects, prospects to tours, tours to approved leases, and move-ins to renewals. I highlighted opportunities for improvement, such as leveraging AI for virtual tours and enhancing customer service based on feedback, all aimed at improving tenant satisfaction and retention.
Integrated Marketing Communications Plan
ALS Association
In the spring of 2024, I formed a group to participate in the Direct Marketing Association of Washington's MAXI (Marketing Award for eXcellence Innovation) Competition. In this Integrated Marketing Communications Plan, we aimed to revitalize the 2014 ALS Ice Bucket Challenge by launching a new campaign, the Flashback Freeze-Off. This social media-based competition pits Millennials against Gen-Z, leveraging nostalgia and current trends to drive engagement. The campaign incorporates user-generated content, social media ads, email, and direct mail to increase Amyotrophic Lateral Sclerosis awareness and donations.
Social Media Marketing Plan
A.J. Dwoskin & Associates
This is a social media plan I created during my internship with A.J. Dwoskin & Associates, a real estate firm based in Northern Virginia. Covering both residential and commercial properties, my coworker and I created a comprehensive strategy to improve online presence and engagement. It includes a competitive analysis, a review of current social media efforts, and best practices for content creation. The plan also outlines next steps, such as bringing social media management in-house, reducing costs, and better understanding target communities across Class A and Class B properties.
Digital Marketing Competition
The Linz Shop
In my Strategic Internet Marketing class, we formed team to compete in the Digital Marketing Competition, who partnered with The Linz Shop, an online meat delivery service. We formed paid and owned media strategies for The Linz Shop to increase their awareness and overall sales. Out of 209 international teams, our team made the Top 25 teams, ranking in 17th place.
Social Media Marketing Plan
Bouquets & Bustles
For my Social Media Marketing class, my team and I developed a comprehensive plan for Bouquets & Bustles, a wedding planning business based in the Shenandoah Valley. Our strategy focused on increasing brand visibility, driving inquiries, and strengthening vendor relationships. We created 25 deliverables across paid and owned media, as well as evergreen content, and designed a detailed 2025 content calendar. Additionally, we allocated the budget strategically to maximize campaign impact and establish Bouquets & Bustles as a trusted name in wedding planning.
