Ford Motor Company's Integrated Marketing Communications
For my Capstone Course at Kentucky, I was tasked with evaluating a chosen brand’s integrated marketing communications channels to discover their strengths and weaknesses to improve their positioning. I chose the Ford Motor Company out of my interest for cars and discovered the American brand has ingrained a familial presence among their target audience. In my research, I found the company’s channels can better improve their message by focusing on customer-oriented relationships with new product lines and sustainable output.
The Hard Rock Corporation's Adaptation to the COVID-19 Pandemic
Toward’s the end of my senior year at UK, I research the trends and impacts on a particular brand’s marketing mix – The Hard Rock Corporation. I chose the company at a time when COVID was impacting the restaurant sector’s operations. I discovered the franchise could take advantage of the outdoor setting and social distancing with their own Food truck program combined with local live entertainment.
Caribou Coffee Loyalty Program
During my certification course for Digital Marketing, I was assigned with a. group of colleagues to research and evaluate an established brand to propose a campaign. We chose the growing coffee company Caribou Coffee with the idea to institute a Loyalty Program titled “Care Cup” Campaign. The initiative was to target returning customers and increase sales by 20% within the fourth quarter.