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Content Marketing Proposal: City Auto Repair
A collaboration with a Gainesville local business to develop a plan to increase engagement and reach.
The Project The following content marketing proposal was created as a class project that focused on utilizing aspects of a small and local business to create a plan that would reshape their marketing tactics. Through this approach, a signature story and knowledge branding piece was created. The Rundown The company researched and presented is City Auto Repair, a Gainesville based auto repair shop that is both family owned and female led; this crossroads is exactly what was needed in their marketing strategy. The signature story piece highlights the owner, Rachael, and her journey in upholding a family legacy while incorporating personal facets to embrace women and other individuals who may not know a lot about auto mechanics. At the end of the day, Rachael and the company want to make sure their customers walk away knowing their cars and themselves are taken care of. The knowledge branding piece outlines a social media video series that brings users through basics about their car, with a call to action for the business. Behind these videos is the intention that consumers will be able to rely on the business from afar, and know they can find them when they need someone in the Gainesville area. The Approach Upon the creation of this proposal, it was important to incorporate the business’s current design and values. Even in the proposal itself, this can be found; beyond the proposal and into the specific pieces, it was key to draw attention to these aspects and feed them to consumers in a tasteful and intriguing way.
Place Based Branding: Dance at UF
A virtual walk through places to dance at the University of Florida.
The Project The place based branding idea was created as a class project that focused on using images and texts to immerse readers in a virtual space. Using my passion and knowledge of dance, I created a walkthrough of locations on campus that allow individuals to dance. The Rundown The places researched and visited are on the University of Florida campus, including J. Wayne Reitz Union, Stephen C. O’Connell Center, and Ben Hill Griffin Stadium. I included a map of the walk, giving details such as the duration of the walk and where the reader would be going as well as any other information needed prior to the walk like bookings and availability. As the reader continues their virtual walk, they are brought into the space through vivid descriptions and images that allow them to take in the space without physically being there. The Approach Upon the creation of this walk, it was important to incorporate the feel of the campus and the locations through a digital space. This way, users could be encouraged to visit campus or just enjoy from afar. It was important to draw attention to these aspects and allow readers to take this walk in an introspective and immersive way.
Marketing Campaign: CapyCrops
An idle game marketing campaign created from scratch.
The Project The marketing campaign for CapyCrops was created as a pre-assigned class project that focused on taking random students and putting them in groups with a randomized assignment to foster collaboration amongst different interests. Through this approach, my team and I were assigned a marketing campaign that needed to benefit each member in some way. The Rundown The best way to force the campaign down a path that was beneficial to all members was to create marketing around a game. This way, the game developers could have something to show, as well as the 2D artists and marketing team. Going forward, we developed a simple idle game that allows users to play games that help resemble farming idles and give decorations or accessories to their own capybara. Here, CapyCrops was created. The marketing team developed strategies to promote the app, including ads on platforms that our demographic was using. The Approach Upon the creation of this project, it was important to communicate in our short-lived collaboration. The short turnaround time and the multiple interests made this the core of our project. As marketing lead, I was able to bridge the gap between the art and marketing team due to my strengths in branding. Furthermore, I oversaw the decisions of the marketing team and helped keep us on track for our deliverables. The marketing team did extensive research into our demographics and competitors, as well as strategy for our advertisements. We then needed to make sure the art team was on board to develop the creative deliverable side of the project. It was key to communicate and create, and a project that was extremely detailed and enjoyable was the product.
Reporting: Florence, Italy
A series of blog posts on different topics during my study abroad program in Florence, Italy.
The Project The blog posts for this reporting class provided the opportunity to become familiar with the unfamiliar. Through the assigning of posts on art, architecture, cuisine, and history, we needed to write insightful blogs about our experiences including truth and perspective. The Rundown The blog posts not only needed to provide a perspective on some aspect of the country we were studying in, but it also needed to include perspectives beyond our own. While writing and photographing the world around us, we were also interviewing Italian natives and other individuals that could provide such insight. The idea of each blog post is to immerse the reader, even if it is through a virtual space, while also documenting our experiences from a journalist's point of view. The Approach The creation of such blog posts required a lot of planning. It was important to note your topic beforehand, so you could prepare for the photographs and the interviews within the space. If something was interesting after the fact, it was a loss. However, it allowed me to think critically about how to both enjoy my experience as a student while also reporting on the topic as a journalist. During this time, I was able to grow and evolve my skills in writing, organization, and communication. It was key to create an experience that I was proud of, while educating those who may only experience these topics through a screen.
