Marketing Work
I love the creativity and out-of-the-box thinking that doing marketing work requires. Engaging with my community through Marketing Campaigns or Educational Programming is one of my life passions. One this page, you'll find some of my work using software such as the Adobe Creative Cloud Apps, SPSS, and Canva. I have worked on full size Campaigns, Competitor Analyses, and Focus Groups.
Scrolling down farther, you will see some of my work with Graphic Design, including political campaigns, internal newsletter designs, and external social media posts.
Please click on this button on the right of each document, and choose Presentation Mode, to view it at full size!
Communication and Social Marketing
One of my favorite classes includes Communication and Social Marketing. This course covered the relationship between psychological predispositions and social behavior, and the nature of messages in how they can alter human thinking and behavior. This course was interesting to me because I was able to learn marketing from a communication perspective. My marketing degree came out of the business school and focused on strategy, profitability, and logistics. Learning about marketing in terms of communications brought in the theoretical element. We covered the theories of persuasion, including dissonance, ELM, and the Theory of Reasoned Action.
At the end of the course, groups presented a social marketing campaign they put together throughout the semester. My group created the Green Bag Initiative, which partnered with Kroger to reduce single use plastic bags in their stores across the nation. The whole campaign report and presentation can be found to the right. Use 'Presentation Mode' by clicking the double arrow to view the document full screen.
Advertising and Media Planning
My Advertising and Media Planning course at the Mike Ilitch School of Business gave me real life experience of marketing campaigns. We learned how to identify and recommend media platforms designed to reach-diverse cultures, backgrounds, and lifestyles that deliver the objectives of the advertiser. This course featured a semester long project in which groups created a marketing campaign for a company of their choice. My group chose to create a campaign for Kraft Mac and Cheese, as their position in their industry was shaking at that time. Health brands like Annie's were threatening Kraft, and so we created a campaign which reminded our market why we were America's 'feel good favorite'. The campaign presentation and full report can be found to the right.
Competitor Analysis
As a part of my time with Level One Bank, I was asked to put together competitor analyses for our new branches. The first document on the right shows a competitor analysis I put together comparing Level One products with First State Bank products. Level One opened a branch in Rochester, MI in March 2020 and First State Bank was projected to be our greatest competitor in that area. My analysis evaluated each bank's strengths and weaknesses to inform our marketing decisions.
The second document on the right shows a competitor analysis of all banks in Jackson, MI. In February 2020, Level One Bank acquired Ann Arbor State Bank which included a branch in Jackson. This was a location that Level One had not explored previously, and so I created a comprehensive analysis of all branches in the area. This analysis informed our further marketing decisions, including what type of content to put on the billboards in the area and what other media vehicles to use.
Nonverbal Communication
The Communication Studies degree at Wayne State University does an amazing job at covering both theory and practical career skills. One of my favorite theory classes included Nonverbal Communication, taught by Professor Mostafa Aniss. This course covered the concepts, principles, and theories of nonverbal communication in both general and applied contexts. We learned how to classify different nonverbal messages into their respective types and symbols systems. This class was interesting because each lesson was taught by a different group in class, and then the ideas were reinforced by the professor afterwards. My group taught the section on Eye Behavior. I was able to use my graphic design background to create a useful handout on our lesson for the class, shown to the right.
Generation Z Marketing Campaign
As a part of my time with Level One Bank, I was asked to put together a marketing campaign that would help the bank reach Generation Z. Generation Z is anyone born after 1995. This was a great project for me to work on because it taught me the importance of using both research and previous knowledge. I went into the project with ideas on how a bank could go about reaching me, as a member of Generation Z. After I put together some ideas, I ran a focus group to solidify my ideas. Members of the focus group included Level One employees who also belong to Generation Z. I learned from the focus group that not all of my ideas would be generalizable to the whole generation. My final presentation and the rough transcript from the focus group can be found to the right.
Plato and Black Feminist Thought
Plato and Black Feminist Thought may seem like a strange combination but it was one of my favorite courses out of Wayne State University. Each week, we would read a chapter from Plato’s Republic along with work from prominent black feminist authors like Maria Stewart, Ida B. Wells, Audre Lorde, Assata Shakur, bell hooks, and Patricia Hill Collins. We used those readings to consider questions like How do Plato's views about the moral and political role that art should play relate to Black feminist ideas about ways in which artistic expression can be used to affirm black identity and beauty in the face of an oppressive culture? and How does Plato’s characterization of the potential ethical value of the emotion of anger compare to feminist discussions of the social and political value of emotion? Reading “The Uses of Anger” by Audre Lorde changed my whole perspective on violence, and made me question why I, as a woman, had been taught to curb my anger so harshly in the first place. At the end of the course, we broke into groups to present a real-life application of one of the class lessons. My group chose to analyse a scene from the TV show, The Good Doctor, where there is conflict between two women on the show. The presentation can be seen to the right.
Graphic Design Work
Retail Detail
During my marketing internship at Level One Bank Headquarters, I was asked to create a monthly newsletter to highlight the Retail Team. Each month featured a new branch, star players, and had a seasonal theme. Scroll through to see the Valentine's themed February edition, the St. Patrick's themed March edition, and the Spring themed April edition.
Product Comparison
During my internship at Level One Bank, I was asked by the Retail team to create a comprehensive product comparison sheet that they could use at each of the branches. The bank had just acquired three new branches and wanted an easy way for their acquired customers to understand their new accounts. This is now displayed at the teller windows of all sixteen Level One Bank locations.
Political Campaign
Company-wide Events
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I created media content for Mitchell Bogna's political campaign. Mitchell ran for Warren Woods Board of Education in 2018. This was the first political campaign he ran for, and the first I have worked on. We both learned a lot in the experience, and I would be happy to contribute to his success again in the future.
During my internship at Level One Bank, I was a member of the FUN Committee. We organised many events throughout the year to engage the employees and create a positive, FUN atmosphere.
Social Media
Most of the positions I have held have required me to create social media content. Knowing my audience is an essential part to creating successful and engaging social media content. Here are some of the graphics I have created for the Mort Harris Recreation and Fitness Center. It was important to keep in mind the key demographic while designing this content. Our goal was to reach college age students in colorful, fun ways while avoiding burnout from posting too much about one thing.