Graduate Projects

Class: Campaign I, Fall 2022

Goal: Create a cohesive campaign with a team of 3

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This is the Immerse Yourself Campaign for REPLICA Fragrances. The goal of the campaign was to treat REPLICA as an early-life cycle brand, so to reintroduce REPLICA to their new target audience. This is also a positioning campaign.

 

 We were inspired by the physical bottles of each fragrance to tell the story of each scent. We created simple, unexpected creative that would be easy to understand. This was so the audience develops an emotional connection to REPLICA.

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My contributions included:

- Slide Design direction on Google Slides

- Video Ad: Shot, edited, directed and produced. Created on Adobe Premiere Pro and Adobe Premiere Rush

- Print Ad: Created on Google Slides

- Non-Traditional creative ideation

- Timeline organization

- Individual Write-Up

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Group Presentation

• Video Ad

• Radio Ad

Individual Write-Up

Class: Finance for Marketing Decisions, Fall 2022

Goal: Re-market a product, from a publicly traded company, to a new target audience through altering the 4 P's (emphasizing Product)

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I chose to re-market the E.L.F. Cosmetics 16-Hour Camo Concealer to men, ages 15-25. I was inspired to research concealer for men because, growing up, my younger brother would often peak his head into my room, point to a blemish on his face and say "Danni ... can you cover this pleaseeee?" 

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The biggest part of this project was research and business memos. This was to ensure that I was finding the audience that needed and wanted the product the most, otherwise known as the "Beachhead Market." After which, I researched how to alter the packaging and product ingredients for men ages 15-25. I carefully selected few promotion methods that could be over-invested, to produce the highest return.

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At the end of the semester, I presented our findings in an 8-minute presentation in front of 30 classmates.

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Memos:

1. 3 Project Ideas

2. Beachhead Market and Market Size

3. Value Propositions and Competitive Analysis

4. DMU and Human-Centered Design Memo

5. Pricing Analysis

 

Presentation (PDF and PPT format download available):

Presentation PDF

Presentation PPT

Bibliography

Class: Integrated Marketing, Fall 2022

Goal: Improve an existing, or come up with, a business idea to present like "Shark Tank" at the end of the semester

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My two teammates were international Chinese students. They explained to me that at home, they are able to have a portable charger, or "power bank" with them everywhere they go. It's as simple as downloading an app to take the power bank out of a vending machine. When they're done with their power bank, they can return it to any vending machine around their city.

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While some of this power bank technology exists in the US, each company operates on a small scale compared to the Chinese companies. It almost becomes inconvenient for users because they have to seek out a return spot.

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Our mission was to create the most convenient power bank system in New York City. Two of the ways we mastered convenience are that we designed each of our vending machines to have more "return" slots and planned to work with the MTA to place vending machines at all of their Subway and Bus Stop locations.

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My contributions:

- Edit for English fluency on Google Slides presentation and Write-Up

- Design of Google Slides and Write-Up

- Design of logo and machine mock-ups on Canva

- Wrote: Summaries, Situation Analysis, Product Offering, Marketing Action Plan & Marketing Communications.

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CHARGEIT Marketing Detail Write-Up

CHARGEIT Presentation