Marketing
Course: Creating Customer Value through Personal Selling
Assignment: Teams select a local company and arrange to spend a day shadowing one of their sales professionals on a real sales call with a client. Then teams recreate that sales call for the professor and their partner company using what was learned in class.
My group chose Nestlé. We spent half of our day with them learning their new item sales process at their building, and the other half shadowing a salesman on his sales call with a nearby Kroger.
One week later, we (roleplaying as Nestlé) presented our sales pitch to our professor and two Nestlé employees (all three of them roleplaying as Kroger). Afterword, we received feedback from the three of them. The Nestlé employees were impressed by our slides (prepared by myself) and assured our professor that Nestlé hadn't given us their slides to use. Our professor commented that our presentation was, "Capstone quality" and couldn't believe we had prepared and prepped the entire thing in only a week. Our presentation ended up being the top in our class.
Click the button below to see our presentation.
Course: Consumer Behavior
Assignment: Research and develop a market entry strategy for a luxury consumer product.
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Tag Galyean is an American entrepreneur with a vision of accessible and high quality foot treatment for all. He is an architect and master designer who envisions and creates luxurious resort hotels and spas. He created the TAG Foot Shower for healing, relaxation, and improved circulation.
We presented our strategy to Mr Galyean as well as his son, who was our main contact. The two of them consulted with our professor and my team ended up getting second place out of both classes, but more importantly to me, they loved the aesthetic of the slide presentation I prepared and the attention to detail with including their logo and product into a mockup of our proposed entry plan.
You can see the consumer brief and presentation below.
Course: Digital Branding
Assignment: Analyze the current digital presence of an existing company or group and make recommendations that would strengthen and improve the brand.
The Detroit Red Wings are one of six original NHL teams and have one of the largest followings in the sport. This paper analyzes the current strategies used by the team. It then describes ways the team could improve their brand and increase the digital participation of their fans.
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Looking back on this, I think it's still a good recommendation, but a lot of the users' needs are being met with "unofficially official" communities like the Detroit Red Wings subreddit. If Red Wing personnel interacted with fans on Reddit, it would tick a lot of the boxes and save them money from having to build and host their own community site.
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Check out the full paper below.
Course: Social Media Marketing
Assignment: Create a full social media marketing plan for an existing company or group
Twenty One Pilots is a small but successful band with a growing fanbase. The goal of this campaign is to increase that growth and develop a strong connection between the band and its followers. This campaign is Twenty One Pilot’s opportunity to rise from relative obscurity to an award winning band.
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In the years since I created this report, Twenty One Pilots has followed a plan very similar to mine and achieved significant growth.
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Click below to view the plan online.
