Research-Based IMC Solutions for External Purposes
UNCW Online Education Program Swot Analysis
COM 500: IMC and the Strategic Mindset
Acting as an Admissions Manager for UNCW, this program SWOT analysis was developed to provide insight into the internal and external factors that may impact future brand performance. By providing an assessment of strengths, weaknesses, opportunities, and threats on behalf of students, faculty members, and the institution's point of view, UNCW will receive a 360 stakeholder evaluation and implement communication strategies that cater to each audience.
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Through my analysis, I determined that UNCW's dedication to providing online students with the same student-focused learning opportunities as in-person students is a goal that's been attained. However, due to the autonomy of online classes, students may face certain challenges within the program. Therefore, I utilized Toulmin’s Argument Model to construct an anticipated argument with a response in favor of the brand.
Toy Sustainability Social Listening Analysis
Golin​
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This toy sustainability analysis was developed for a client of Golin in preparation for the launch of their new sustainability initiative. Prior to developing communication strategies for the campaign, it was imperative to generate an analysis of the current toy sustainability conversation to guide overall direction of the campaign, who its targeted audience should be, and what the messaging should consist of.
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Key findings from my analysis brought to the light the struggles parents currently deal with trying to find an organization that accepts used toys or the ability to convince children to donate their possessions. Through this evaluation, it was determined that parents utilize certain platforms to voice their questions and frustrations. These themes enabled the client to understand who they should be reaching, which communication channels they should be utilizing, and messaging they should reach the consumer with.
Samuel Adams Variety Pack Analysis
Golin
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This analysis was an internal market research practice evaluation to determine if Samuel Adams should consider expanding their variety pack distribution. This analysis involved analyzing raw customer data to further understand buying habits and patterns. More specifically, I analyzed beer and variety pack purchases of Samuel Adams and competitors along with consumer surveys.
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From the data, I was able to identify the value of variety packs for Samuel Adams, the competitive landscape of variety packs, how often consumers purchase a variety pack, and for what occasion. From these key findings, I was able to determine if Samuel Adams should expand their variety pack distribution along with the messaging that should be implemented if so.