Objective: Develop a research-based marketing strategy for the University of Houston’s Information Science Technology (IST) Department focused on increasing awareness, engagement, and program interest. The project included persona development, survey analysis, website and social media audits, and the creation of a structured content strategy supported by an XMPIE Circle workflow mapping the student journey.

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Challenges: A key challenge was translating limited survey data into accurate personas that reflect a broader audience, while identifying meaningful patterns in student behavior. Additionally, analyzing multiple platforms and aligning website, social media, and content strategy into one cohesive plan required balancing research insights with practical execution.

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Outcome: Delivered an integrated marketing strategy that included defined personas, a content calendar, social media templates, and a hashtag strategy. The final campaign aligned messaging across platforms, improved clarity around IST programs, and created a structured approach to guide prospective students from initial awareness to engagement and enrollment.

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Objective: A research-based content strategy project for Pressed Leaf, an independent bookstore. This project included persona development, user interviews, screen time analysis, and social media content with an XMPIE circle workflow map and social media post creations.

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Challenges: Creating personas from potential clients who had minimal similarities, as well as using new software such as XMPIE Circle to create a workflow map that demonstrates the purchasing process a customer would experience.

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Outcome: Gained a comprehensive understanding of marketing strategies through hands-on experience in client research and campaign development. Successfully executed a client brief by creating personas and targeted social media content by utilizing a hashtag strategy and implementing an integrated campaign using the XMPIE Circle workflow.

Objective: Create a marketing strategy that helps Hair Now grow its online presence and connect with more potential clients. The project focused on understanding the salon's target audience, researching competitors, designing a website prototype, creating social media content, and developing a marketing plan that would make the brand more recognizable and encourage new bookings.

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Challenges: One of the biggest challenges was creating a strategy for a local salon while making sure the content felt authentic and stood out from competitors. I also had to make sure the website, social media, and promotional materials all worked together to create a consistent brand experience that would attract and engage potential clients.

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Outcome: The final project included a website prototype, branded social media content, promotional materials, and a content calendar designed to support consistent posting and audience engagement. By combining research with creative design, I developed a marketing strategy that gave Hair Now a stronger online presence and a clear direction for reaching new clients and growing its brand.

Objective: Create a digital marketing strategy to help NailsxEdith grow its online presence and attract more local clients. The project focused on building a recognizable brand through social media, content planning, audience research, and promotional materials that encouraged engagement and increased appointment bookings.

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Challenges: One of the biggest challenges was creating content that stood out in a competitive beauty industry while staying true to the brand's style and personality. I also had to develop a strategy that appealed to local clients, maintained a consistent brand identity, and encouraged followers to become paying customers.

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Outcome: The final project included a content strategy, branded social media graphics, promotional materials, and a posting schedule designed to increase visibility and client engagement. By combining creative content with a clear marketing strategy, I helped establish a stronger online presence and created a foundation for continued growth through social media.