CZ
Projects and Writing Samples
Here are a selection of projects, presentations, writing pieces and survey design that I have done for my previsous internships and classes. Due to the policies of the companies I have interned, I am only able to show part of my work online. Please contact me if you would like to access the full presentation, plan book or survey copy.
As the researcher of MOJO Ad, I designed a nation wide survey for our client BENGAY with two other researchers. The survey included screener block, main survey block and demographics block. The survey is built on Qualtrics with advanced flow, logics and features to find insights from different types of YAYA consumers. For the main survey, we included three sections, questions about pain, questions about external pain reliever category and questions about BENGAY. Please contact me if you would like to see the copy of the survey questions and logics.
This consumer journey project is from strategic management class. I worked with a team of five other student professionals performing qualitative research for Allen Edmonds. We conducted surveys, focus groups, virtual shop-along and in-depth interviews to establish a deep understanding of our target audience’s (millennials) behavior prior to purchasing Allen Edmonds shoes. We designed a seven-step consumer journey using the concept of ski trail. Based on the consumer journey and research finding, we also developed sevral touch points and recommendations. One of the most significant recommendations is toning down the idea of "made in America" when targetng millennials). Please contact me if you would like to see the full planning book.
During the summer of 2015, I worked as the marketing research intern at Bass Pro Shops Headquaters in Springfiled Missour. During my internship, I taught myself how to use the brand new platform Ace Metrix to examine the effectiveness of the brand’s advertising efforts. I used Excel and SPSS to run statistic tests to analyze the data of 141 ads. At the internship’s conclusion, I presented my project to management, including the president of the company. I helped the team understand the brand’s opportunities to make a stronger connection with millennials Please contact me if you would like to see the whole presentation.
I was challenged to come up with the strategies and the creative brief to promote the 100 years anniversary of National Park Foundation with two other teammates. It is my most proud class project.
When I was digging secondary through data, I find out that the NPF supports 401 park units in US and only 59 of them are national parks. In fact, places like the Liberty Status and St. Louis Arch are all supported by NPF. In 2014, the equivalent of 90 percent of the U.S. population visited a National Park Foundation-supported park or facility.
This was a huge break through for our team, we came up with the take away, “the NPF supports park near you. ” and the creative spark, “this is your land, explore your land.”
The most exciting part was that Grey actually did the real campaign for NPF with a very similar strategy! In fact, You can actually find the board for NPF anniversary with the tagline “find your park” at places like the St. Louis Arch. AdWeek also published an article about this campaign.