PROJECTS

WEBSITE DESIGN & IMPLEMENTATION

Webflow

Using the editing platform Webflow, I redesigned and completely rebuilt Cleat Street's existing website. I utilized design aspects such as JavaScript, CSS, as well as custom HTML code. I optimized the website to be responsive to all devices such as desktop, tablet, and mobile. Using Semrush, I researched and implemented SEO strategies using keywords, title tags, meta descriptions, and so on. I created a website that provides a better user experience, with the goal of generating more leads and increasing page visit duration.

DIGITAL MARKETING BRIEF

Semester Long Project - Better Buzz

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Through a semester long project, I worked with and lead a team of five to create a strategic digital marketing plan for a local coffee shop company named Better Buzz. One of our goals of this project was to create a marketing strategy to allow Better Buzz to reemerge onto social media after a 6-month period of silence from backlash they received around the social climate. Our second goal was to create a strategy for their e-commerce business, in order to increase the user experience and generate more online traffic and sales. 

To begin, we created a survey via qualtrics to gather consumer data about opinions on companies and social matters in today’s world. I cleaned and analyzed the data using a data analytics software called Qualtrics. We gathered consumer data from Better Buzz’s website, including page-duration, quality leads, and click-through rate. Using this data, we set realistic yet bold expectations of what we wanted to see once our changes were implemented.

We created a 30-page marketing brief and powerpoint presentation outlining our research and our strategic plans going forward. To begin, we researched and outlined our target market, industry, our competitors, and our internal and external environment. 

We first developed a social media strategy. A big part of my role also included content creation and design. I created an initial strategy to reenter onto social media again, including a visual design and written copy. We then go over Better Buzz’s weaknesses of their website and a narrative we believe they should pursue. We utilized important keywords using a competitive analysis and SemRush to look at our top opportunities. 

Later in the marketing brief, we recommend utilizing SEM, paid search ads. We go over cost-per-click and channels Better Buzz should pursue. We also mention sponsorships and gave ideas on which companies and individuals they should work with. 

We created in-feed advertisements, banner ads, as well as regular posts for Instagram and Facebook. 

To conclude the project, we created a performance evaluation plan in order to track success. We looked at various key metrics such as brand sentiment, engagement rate, and conversion rate and provided baselines and goals for Better Buzz to pursue. 

Through this project, I learned how to lead a group, virtually,  by being organized, timely, setting due dates, and helping each person stay on track. I used critical thinking to comprise a solution to a problem many companies will face in their lifetime. I utilized my design skills for content creation as well as for a powerpoint that is clear, precise, yet visually appealing and catches your eye. I utilized my love for numbers by analyzing data we collected and used that data to guide my thinking. Overall, this project helped me understand how to take a problem and attack it from various angles utilizing digital marketing to better a company.