Strategy

 

Brand Strategy - Sleeper

Objective: Give Sleeper a brand strategy to drive consideration during Fantasy Football season.

The idea: The feeling of belonging is the most powerful force of sports fandom and fantasy sports. Fantasy football is about the experience. It’s the excitement before, during and after the game. It’s the highs and lows that come with victory and defeat. It’s the joy in building community and long-lasting tradition. The best way we can celebrate this experience is the tailgate.

Strategic line: Carry the tradition of the tailgate to fantasy football.

Team members: Hunter Normand, Keelan Ontiveros, Andy Herrera, Stella Carpenter, Courtney Yamada

 

Comms Strategy - KLARNA

Business Objective: Increase market penetration of Klarna by 10%

Comms Goal: Drive trial of Klarna among shoppers making purchases during 2H 2022 by increasing downloads of the Klarna App and driving purchases using Klarna’s Pay in 4 option.

Tactics: My team identified hypebeasts, a part of the larger Streetwear community, as a target audience. We built our tactics around bringing creative and innovative styles back to the communities that started streetwear by featuring the Smoooth Vibe Guide, Klarna Kam Social Media Campaign, and Streetwear Look Books exclusive to Klarna. Check out our work at the link below.

Team members: Justin Hardesty, Corrie Falleur, Connor Obernolte, Parsa Zarinsefat, Kai Zimmer

 
 

Brand and Comms Strategy - XBOX

Business Objective: Get XBOX to #2 in overall market share in the gaming console category. Insight: Curiosity leads people to ask questions, to challenge assumptions, to drive change, and to dream big.
Tension: Society wants us to be bland, diluting curiosity.
The Audience: People who are recalibrating the norms of society by fostering a sense of curiosity and boldly discovering. They are the rule breakers.
Strategy: Ignite Fearless Discovery
The Tactics: The XBOX ecosystem is designed for discovery. With this in mind, every touchpoint is an invitation to discover. Partnerships: XBOX and Airports, XBOX and AIRBNB, XBOX and Virgin Galactic.

Team members: Greg Macchia, Ulises Rodriguez, Corrie Falleur, Parsa Zarinsefat, Meghan Oldham

Case Analyses

I reviewed three different case studies that discussed specific brand situations and provided an analysis and strategic recommendation for each brand. These analyses show my thought process in an organized way and they highlight my ability to provide a persuasive and well-reasoned strategic recommendation.

Under Armour
Under Armour (UA) is rooted in a culture of innovation. Fabric technology like HeatGear® and ArmourVentTM became hallmarks of the brand and set a tone of unparalleled ingenuity in comfort and performance.

Nike Football: World Cup 2010 South Africa
The story of Nike comes from humble beginnings, having grown from a little-known shoe distribution company into a boldly reimagined shoe design and manufacturing brand.

Old Spice
Old Spice had always been seen as the rebellious child under the Proctor & Gamble (P&G) portfolio, taking less conventional and riskier approaches to advertising.

 

Writing & Design

Women’s Representation In Sports News Media: A Changing Landscape

I remember watching in excitement as Brandi Chastain scored the game winning goal in the 1999 Women’s FIFA World Cup when I was 13 years old. I didn’t know moments like that would be so far and few between. As a female athlete, and former NCAA Division I scholarship athlete, I understand just how important representation is for building confidence and inspiring courage. In my Mass Communication and Society class, I decided to investigate women’s representation in sports news media. I wanted to understand why, when I was growing up, I wasn’t seeing other young girls and women playing sport. What I found was troubling. Gendered stereotypes and the nature of sports news perpetuates a cycle that objectifies women, commonly compares women to men, and trivializes women in sport. Even more troubling, there has been little change in the quality and quantity of coverage over the last thirty years. However, the emergence of a new media landscape is providing an outlet for female voices to finally radiate in sport and storytelling has become by far the most important means to forming and strengthening athletic and individual identities. Women are re-writing the script. By telling their own stories, women diversify the conversation and the idea of what it means to be an athlete and a woman. In turn, they weaken and shatter the somewhat fixed constructs that have dominated the landscape for decades.

Interested in learning more? Read the full research paper here.