INTEGRATED MARKETING COMMUNICATIONS
I collaborated with a team of six marketing majors to develop a full Integrated Marketing Communications plan for a local business, White Oak Lavender Farm. Together, we built the campaign from the ground up, shaping the overarching campaign theme, defining clear objectives, and designing a detailed cross-channel media and content strategy backed by strong market research.
Our project was recognized as the Best Overall Project and Best Plan Layout in our course section, and I was voted MVP by my peers for leadership, creativity, and strategic contributions. This experience strengthened my ability to think holistically about brand messaging, align traditional and digital tactics, and manage a comprehensive campaign from concept to execution.
NONPROFIT REBRANDING CAMPAIGN PROJECT
As part of a team project at JMU, we partnered with a nonprofit in the Harrisonburg area, to completely rebrand its visual identity. We conducted a full brand audit, redesigned the logo, color palette, typography, and created a style guide for a consistent digital and print use. Our team also produced marketing collateral, social media content, a website mockups, and developed a community outreach campaign, culminating in a client-style presentation. This project gave me hands-on experience combining strategy, design, and digital marketing in a real-world context.
CONSUMER BEHAVIOR CONSULTATION
As part of a team of five, we acted as a consulting firm for Under Armour, analyzing consumer behavior challenges and the brand’s marketing strategy. We conducted in-depth market research, competitor analysis, and even conducted two focus groups of JMU students, to understand shifting perceptions and customer motivations. Based on our findings, we developed actionable recommendations to strengthen brand positioning, boost digital engagement, and reframe consumer value.
Our project earned the highest grade in the class for its creativity, research depth, and strategic insight.
SOCIAL MEDIA MARKETING
During my Social Media Marketing class, our team worked with Wears Woody, a mission-driven coastal lifestyle apparel brand, on a hands-on client project. For our final assignment, we built a complete influencer affiliate program from scratch.
For our final project, we created the “Everyday Creators Collective,” an influencer affiliate prgram including a mix of compensation options, curated creator kits, and a system to track performance and sales. Along the way, we applied digital marketing strategies to real brand challenges, planning campaigns, understanding the audience, shaping influencer strategy, and sharing brand stories in a way that supported Wears Woody’s growth.
Another one of our semester projects was the Special Feature Content assignment, where we created five pieces of content for one of Wears Woody’s athletes. This blog was one of those deliverables, spotlighting Jessica MacDougall’s story as part of our semester‑long partnership with the brand.
We interviewed Jessica, stayed in contact with her throughout the process, and used those conversations, along with brand research and our content strategy, to build an authentic long‑form narrative about her journey to the Boston Marathon, reflecting our team’s collaboration across writing, editing, and design. It is now available on Wear's Woody's website! Check it out!