Marketing Communication
The strategic process of delivering a compelling message about a product, service, or brand involves more than just advertising—it’s about understanding the target audience, crafting tailored messages, and selecting the right channels to engage and resonate with them.
By leveraging digital platforms, social media, content marketing, and other communication methods, businesses can effectively convey their unique value proposition. The goal is to not only raise awareness but to build relationships, inspire action, and drive measurable business outcomes.
Please explore my marketing communication projects to see my understanding and ability in action!
Barrique Bistro & Wine Bar
Digital Media Strategic Plan
In my Barrique Bistro & Wine Bar project, I served as the Creative Director and Social Media Strategist for a digital media campaign aimed at revitalizing the brand’s online presence.
Working with a team of eight, I directed the design of a 100-page digital campaign book, established design guidelines, and developed a media kit to ensure consistency across all platforms. Our strategy included improving SEO, refining website UI/UX, and developing a robust social media content plan.
A key focus was enhancing Barrique’s social media strategy by creating engaging content such as Instagram Reels, behind-the-scenes footage, and collaborations. I also led the seasonal content strategy, promoting wine and whiskey offerings and increasing engagement by 25% through multimedia, influencer partnerships, and user-generated content. Additionally, we highlighted the business owner's story through interactive storytelling and video content.
This project deepened my understanding of digital media strategy and creative content development. It allowed me to apply my creative vision while executing data-driven strategies that increased engagement and sales, sharpening my skills in creative direction and campaign management.
Project Highlights
LISTERINE
Advertising Campaign Book
In my Journalism and Mass Communication course, my team and I undertook an advertising proposal project for LISTERINE named "Fresh Breath For Life".
This project spanned 3 months, we created an advertising proposal completely from research to visualize the idea. My teammates are mainly responsible for research, public relations, and media channel planning.
As the Creative Director of our group, my role was pivotal in shaping the creative big idea and converting our ideas into compelling visual advertisements. This involved designing posters, creating sample images for co-branding products, and producing engaging social media videos.
I am also responsible for designing and formatting the final ad campaign book to make it visually appealing to our clients and easy to read. I really enjoy the process of bringing our imaginative concepts to life through visual media. It not only deepened my understanding of the entire advertising project workflow but also revealed my passion for graphic design and creative advertising.
Project Highlights
Wisconsin Union Theatre
Digital Marketing Strategy
In collaboration with a team of digital marketing strategists, I worked on a comprehensive digital marketing strategy for the Wisconsin Union Theater (WUT) to enhance student engagement and increase ticket sales. Our primary goal was to boost social media audience growth by 20% and student ticket sales by 10%, focusing on improving WUT’s online presence through SEO optimization, mobile user experience enhancements, and targeted social media campaigns.
As part of this project, I was responsible for auditing WUT’s existing digital presence, comparing engagement metrics with local competitors, and providing recommendations on how to optimize content and website performance. We implemented strategies such as increasing Instagram Reels content, leveraging seasonal artist partnerships, and improving mobile ticket purchasing processes to enhance the customer experience. This approach successfully targeted users aged 18-24, a key demographic for the theater, and helped strengthen WUT’s brand among students and younger audiences.
Through this project, I gained hands-on experience in strategic digital marketing and social media management. It allowed me to apply data-driven strategies to a real-world scenario, ultimately resulting in measurable improvements in engagement and sales. The project also provided valuable insights into the power of SEO, influencer marketing, and content optimization, which will continue to influence my work in future campaigns.
