Portfolio
Jam Out While Exploring My Work
Outside of being a Social Media Manager for the WWU Marketing Program, I have also created my own brand ReDrew Innovations. It started with a Creative Strategy and grew from there. In Integrated Marketing Communications I also have created an amazing portfolio of work as a Web Content Developer and Product Manager. During my free time, I have a curly hair brand Rebecca’s Curls where I utilize what I have learned in my marketing career.
Social Media Assistant WWU Marketing Program
I am currently in love with my role as Social Media Manager for the WWU Marketing Program where I help students learn about resources, events, and opportunities by connecting them with alumni, faculty, and students.
Meet The Student Monday Campaign
As I took over the role as Social Media Assistant from my predecessor I continued her tradition of Meet The Student Monday’s which highlights exceptional students who are active in their marketing career. Whether that be, being involved in the Marketing Program or having jobs and or internships.
Analysis
Meet the Student Monday is natively distributed on our WWU Marketing Students Instagram page because my communication objective was to achieve a 60% liking of the Marketing Program by December 2022. This was achieved through the message strategy method of feel-good stories about student experiences.
Enhancement
From our Meet the Student Monday analytics it is apparent that we get the most engagement, likes, shares, and comments when spotlight our students via video messages. In the future I will be sharing more video content highlighting marketing students. I will also be implementing call to actions in the captions to stimulate engagement.
Alumni Holiday Social Campaign
During Winter 2022 the Marketing Program held a Career Launch and Alumni Holiday Social as an objective. With our goal being to career readiness for students and alumni awareness of what is happening in the program. Getting student involvement was an easy task, so most our efforts went into stimulating alumni participation. This campaign shared testimonials of alumnus who were attending the event in the hopes of encouraging alumni attendance.
Analysis
For our WWU Marketing Alumni Holiday Social campaign I decided to natively distributed the content on our WWU Marketing Instagram page as well as our LinkedIn Page. Because this is where our alumni are most active. My objective was to share our alumni experiences with the WWU Marketing Alumni Holiday Social in order to increase awareness and participation at the event.
Enhancement
This content performed best on LinkedIn because of this, in the future I will send more time trying to engage our LinkedIn marketing alumni. Creating clear call to actions and encouraging the alumni I feature to engage with and share the content. I think the campaign would have also benefitted from clear content that provided alumni with benefits they get out of participating in school events/ networking events.
Web Content Developer – IMC WWU Marketing Program
At Western Washington University Professor Dan Purdy taught an elective marketing class Integrated Marketing Communications. In this class we practiced Scrum Methodologies using 2 week sprints to make products for a real like client, the WWU Marketing Program. As a Web Content Creator for the Marketing Program we used Agile Methodologies to constantly be iterating and improving our projects. Organizational tools like Kanban’s were also used in these methodologies. Below you can view the website products that my team has made along with analytics, analysis, and recommendations on how the products could be improved for the future.
Analytics
Analysis
Enhancement
ReDrew Innovations Integrated Marketing Campaign
In IMC I was also concurrently creating my own brand ReDrew Innovations. When building my own brand I created a Creative Strategy that helps to create a consistent brand across all brand communications. Below you can view my Creative Strategy.
Spotify Paid Advertising for Clarity
Our WWU Marketing Program had the unique opportunity of working with Spotify to be the first people in the world to be certified in Spotify Ad Studio. In IMC we concurrently created a Spotify music ad for a local maritime financial firm, Clarity. Using a Creative Strategy we built, we made scripts and graphics that we then inputted into Spotify Ad Studio.
Listen to Clarity’s Audio Ad
Analytics
Analysis
In Integrated Marketing Communications, my team had the communication objectives of increasing brand awareness and knowledge of Clarity. Brand awareness is this done through the repetition of the brand’s elements like tagline, slogan, colors, and logo. Knowledge is done through the repetition of the unique selling proposition (USP). My team accomplished both of these goals in our script. Looking at our analytics we can see that we have a low click-through rate as well as a low number of clicks. This could be the case for many reasons including the fact that many Spotify users don’t interrupt their listening to click on ads. Our clicks could have also been accidental.
Enhancement
To determine if these clicks were intentional we could use our analytics to look at customers’ bounce rate and dwell time. If these clicks weren’t intentional then we would have to adjust our advertising strategy to increase conversion. For example, instead of a call to action of learn more, we could of using a discount/promo code as an incentive. We should also use our analytics to determine if there was an uptick in organic traffic during the times our paid advertising was running because what could be seen as organic advertising could be users using search engines as aided recall.
Rebecca’s Curls
During the pandemic I needed to do something with my free time so I created the brand Rebecca’s Curls on Instagram where I share my curly hair journey. During this time I learned Instagram Reel’s strategies to capitalize on Instagrams algorithm. In the future I plan on implementing everything I have learned in Integrated Marketing Communications to create a consistent brand strategy throughout Rebecca’s Curls social media platforms.
ReDrew Innovations 