Research-Based IMC Solutions for Internal Purposes
Blue Cross and Blue Shield Brand Analysis
COM 532: Critical Issues in Integrated Marketing Communication
Acting as an external IMC consultant, this brand analysis was developed to provide Blue Cross Blue Shield a brand evaluation based on its offerings, targeted audiences, current messaging, communication channels, and competitors. Analyzing the brand from this systemic approach enables the company to view the brand from multiple perspectives and provide a 360 assessment of the organization and how to improve brand strategies moving forward.
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Through my analysis, I determined BCBS is a customer-centric organization, treating its customers as assets with an expectation of ROI. However, the evaluation showcased the need for reaching the younger generation of healthcare plan consumers along with veterans. Therefore, I proposed actionable steps to reach both audiences with strategies that align with the company's brand identity and cohesive messaging.
Golin Communication Audit Report
COM 533: Organizational Culture, Identity, and Brand
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This communication audit was developed to highlight efficient and non-efficient communication practices taking place within the agency, Golin. In addition to an evaluation, the audit provides guidance on communication strategies that should be implemented to create a stronger connection to the organization's culture, brand identity, and stakeholder relationships.
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As a communication auditor, I found that the organization's mission statement was closely aligned with its brand identity, however, improvements could be made between upper and lower management employee communication. In order to improve the communication barrier between employees, I recommended IMC-related communication practices that involve direct feedback from employees such as new employment surveys and annual engagement surveys.
L'Oreal Diversity and Inclusion Recommendations for Influencers
COM 535: Integrated Marketing Communication, Diversity and Inclusion
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This presentation was developed to provide diversity and inclusion recommendations for L'Oreal, a leader within the social media influencer industry. The rise in social media consumption comes with the need to evaluate unethical communication practices that have surfaced in recent years within the influencer landscape. According to research, Black influencers are misrepresented, underrepresented, and get paid less than White influencers.
Acting as a diversity and inclusion communication consultant, I recommended applying IMC theoretical applications to combat social injustice challenges within the social media influencer industry. To name a few, these recommendations involved conducting internal employee and salary audits, conducting internal interviews with a diverse pool of employees, and hiring Black influencers for opportunities aiming to reach a generalized audience. ​
Risk and Crisis Communication for Marginalized Groups
COM 537: Crisis Communication and IMC
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This risk and crisis communication plan was developed to provide insight into a strategic communication plan when reaching marginalized groups in times of a crisis. According to research, marginalized groups are often hesitant to respond to the media during a crisis due to institutional discrimination and deep-rooted disparities.
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As a communication specialists, I recommended insight-led communication practices that will enable the organization to meet marginalized groups with a responsive reaction during a crisis and provide an opportunity of growth for the company.
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I've also included a communication plan poster that breaks down the information from my plan in a digestible, concise format for the audience.