Barks at West Bay

Humane Society for Greater Savannah, 2020

Barks at West Bay is an elevated dog park experience. Located right off West Bay Street, you will find the ultimate dog park experience. We are not just a dog park, but a place you can bring your dog, meet up with friends, and have a drink while catching up during your busy week. Our mission is to give the community a fun and new way to spend time with their pets while getting involved with the community and creating strong bonds. Not only is Barks at West Bay a place to relax and have fun, but we host several events a month that include, dog training, movie nights, seminars, and much more. Lastly, every time a guest visits our park, they are also giving back to our adoption center, The Humane Society for Greater Savannah. When you give to Barks at West Bay, you help save the life of a pet in need.

VANS | Same Shoe, New You

Appalachian State University, 2016

This project was designed to give students an idea of what it's like to launch an already existing brand into another country where the brand would hardly be recognizable. As a team, my group and I chose to relaunch the popular brand Van's in Germany. At the end of the semester we presented what we learned as well as our ideas for what could be done for consumers to recognize the Van's shoe brand in Germany.

The tagline for our campaign, “Same Shoes New You” is meant to show men and women that by investing into these shoes, they will be changing their look in a small way. We believe that this key insight could be an essential method into breaking into a new audience. With Germany's high uncertainty avoidance culture, doing new things is a big deal. With this as our tagline tagline, our campaign will be showing the audience that by making only one small change, they will have more confidence without having to do anything extreme in the process. Germany has been ranked low on the power distance scale, resulting in having more of a resistance to a higher order. Because of this, we can predict that consumers will like the idea of making their own decision to buy the shoe. Not only does our slogan represent doing something new, but it also is based around the importance of being an individual that can make his/her own decisions.

Regarding social media, the same strategies will be used to further reinforce the campaign message. Maintaining the friendly and straight-forward message, the ads used for the outdoor prints will be adapted for use in popular social media sites, such as Twitter and Facebook (See appendix B). The use of the campaign slogan (#GleichenShuhNeueSie) as the main hashtag will help the audience easily find and connect with the digital content related to the campaign and, hopefully, will facilitate interaction among brand and brand users. Moreover, the official Vans account in said social media sites will invite the audience to interact with the campaign through an additional hashtag #GleichenShuhNeueIch (“Same Shoe, New Me” in english). This will draw additional attention to the campaign since friends of users will also be exposed to it

Take a Tai Pei Time Out

Winner of Appalachians School Wide Advertising Competition, 2017

Competing will all advertising majors, our challenge was to develop a fully integrated marketing campaign to help rebrand Tai Pei and their products toward younger millennial consumers. My partner and I won this challenge at the end of the semester which rewarded us chords for graduation as well as gave us the opportunity to network with the judges that chose our campaign.