2016 portfolio
alexandra phillips
alexandra
Hi, I am a first year graduate student currently enrolled in the MS Marketing program at Texas A&M. For three years out of high school, I worked at a title company in Plano and found my love of marketing. In 2016, I had the opportunity to be a marketing intern at OneSource Virtual. This past summer, I interned with Academy Sports + Outdoors. All of these experiences have helped me grow and develop my marketing skills. I’ve also learned what it takes to be a vital team player, regardless of the size of the team or company. I am passionate about marketing because I enjoy seeing tangible results after creating an effectively transmitted idea. I am interested in a full time position after I graduate in May 2018.
phillips
aphillips13@tamu.edu 123 xyz street College Station, TX 222.222.2222
resume graphic design project
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Mickey’s Sliders project
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resume experience
education
July 2016 - August 2016 Marketing Intern - OneSource Virtual Wrote a press release, ordered marketing collateral, and organized and created email content.
May 2018
Summer 2013, 2014, 2015
Business School BBA in Marketing
Marketing and Communications Intern - The Shaddock Companies Scheduled blog posts and social media posts, created and updated handouts, organized marketing collateral. August 2015 - Present
Texas A&M University - Mays Business School MS in Marketing May 2017
Texas A&M University - Mays
leadership January 2016 - Present
Advocacy Committee Leader
Part Time Social Media Specialist -
May 2015 - Present
The Shaddock Companies Investigates social media trends and schedules daily industry related social media posts for three companies.
Raise awareness of poverty housing, organize volunteer events with the affiliate, and fundraise.
Volunteer Coordinator
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graphic design project
Background For my introduction to graphic design class at Texas A&M, I had to design multiple pieces for a local company. Ergonomic Health Solutions, Inc. is a small business that provides many services such as ergonomic assessments and injury prevention training. Ergonomic assessments entail visiting the workplace, observing normal behavior, and making adjustments to workstation equipment and practices. A report is provided following the assessment that summarizes the observations, risk factors, adjustments, and recommended equipment to purchase. Injury prevention training entails an assessment of current risk factors and objectives, the customization and delivery of a presentation, and engagement with the audience to practice the relevant training tips.
Primary logos
secondary logos
Ergonomic Health Solutions, Inc.
Ergonomic Health Solutions, Inc.
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Envelope Ergonomic Health Solutions, Inc. 4620 Yorkshire Trail Plano, TX 75093
Ergonomic Health Solutions, Inc.
Letterhead
www.ergohealthsolutions.com
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P: 214.477.4263 | F: 972.985.1957 4620 Yorkshire Trail | Plano, TX 75093
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business card
Ergonomic Health Solutions, Inc.
Cathy Phillips, principal pt, certified associate ergonomist ergolady@tx.rr.com 4620 Yorkshire Trail | Plano, TX 75093 Phone: 214.477.4263 | Fax: 972.985.1957
social media
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Mickey’s Sliders project
Background For my branding and marketing communications class at Texas A&M, my group and I had do a brand analysis for Mickey’s Sliders, a local slider restaurant in College Station. After conducting research and analyzing the problems that the restaurant is facing, we had to design a plan book to present our suggestions to management at the restaurant. The following images are a few selections from the plan book that I designed. As a group, we created content, but I worked on formatting the book within InDesign.
Overview Mickey’s Sliders is a fast-casual restaurant that offers specialty handmade sliders with fresh ingredients and sauces.
Overview Creative Brief Research Key Research Findings Brand Resonance & Equity Target Market & Competition Brand Audit Big Idea & Execution Plan Final Thoughts Appendix
1 3 4 6 9 10 13 17 21 22
Key Problem
With premium prices, the biggest challenge will be demonstrating their value at this price point to customers.
Objective
Align the implicit and explicit brand elements to the quality of Mickey’s food. This will maximize their engagement with customers and improve brand relevance.
Recommendations
1. Redesign logo and adjust tagline. 2. Improve quality of restaurant amenities. 3. Adopt a comprehensive social media plan that imparts a consistent and relevant message across all platforms.
Overview
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Mickey’s Sliders
Who is the target?
18 to 40 year olds who live in or visit Bryan/College Station and who appreciate a variety of options, good food, and a fun atmosphere
What do people currently think?
Creative Brief Objectives Exploratory Objectives
Gauge customers perceptions of the brand and: • Overall public awareness • Food taste and quality • Dining expectations • Dining experience • Overall quality relative to price • Point of difference among competitors
Descriptive Objectives • • •
Gain insight as to the most important factors and attributes customers consider when selecting where to go for a “burger” for a non-fast food meal Discover how often they eat out versus how many times they eat “burgers”
Ethnographic Objectives •
Research
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• •
Watch how customers react while ordering and receiving their food Inquire about what stands out while eating the meal Obtain thoughts and opinions of the restaurant atmosphere
“I’ve heard about Mickey’s Sliders and have seen them on social media, but I don’t really understand what they are about.” “I’ve been to Mickey’s Sliders. The food was good, but it seemed overpriced.”
What do we want people to think? “Mickey’s Sliders is great! I love all the slider options, and the restaurant and everything else is creative and fun. When I want to meet up with friends or co-workers, we always choose Mickey’s Sliders.”
What is our Big Idea?
Mickey’s Sliders stands for fresh ingredients, great food, and creative combinations. This message is lost on customers due to a disconnect in social media messaging and missed opportunities in the instore experience. We want to give the Mickey’s Sliders brand a voice that lives up to the quality of the food.
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Methods Exploratory Methods In-depth, one-on-one interviews: 10 in-store customers 7 at campus food truck
Descriptive Methods
Online Qualtrics survey 111 survey respondents age 17-64 Distributed in Behavior Lab within Mays Business School & on Facebook
Ethnographic Methods
Observational research 8 or more individual trips to Mickey’s Sliders • Lunch/dinner & weekend/weekdays 2 individual trips to Mickey’s food truck on campus
Interviewee Demographics Food Truck Texas A&M Students 2 female, 5 male Age range: 18-21 Never eaten there before: 2 Eaten there a few times: 2 Regulars: 3
In-Store Mix of Texas A&M students and Bryan/ College Station residents 9 female, 1 male Age range: 22-55 Never eaten there before: 3 Eaten there a few times: 4 Regulars: 3
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Key Research Findings Exploratory Research Insights Food Truck Interviews
Perception of Quality • Pleased with the quality and taste • Expensive for what they received Limited Options • Only 5 slider options available • Customers unable to customize their individual slider order
Key Research Findings
Great Location • Very successful campus location by The Commons • Food Truck Competition • 2 main food truck competitors near Mickey’s on •
No other burger-type food trucks
In-Store Interviews
In-store customers were very enthusiastic about the food. Several commented that it was their favorite place to eat in Bryan/College Station. Those that as well, and planned to return.
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Key Research Findings
Brand Resonance Brand Pyramid
Descriptive Research Insights Qualtrics Survey Results
Overall Opinion of Sliders 80% of respondents consider sliders equal to burgers Deciding Factors Most are not focused on the price of the food, but the value of the food and dining experience relative to the price Expectation of Restaurant Atmosphere Relative to Price Respondents mentioned that while they do not heavily consider price, (more than 70% are willing to spend in excess of $11 on an evening out for a burger), they do have an expectation of a certain quality. Several mentioned in free response that they thought Mickey’s Sliders was good, they just did not feel rather go to Grub.”) Opinion on Logo Multiple responses included a negative connotation this logo?” Some examples are: cheap burger, dollar cheeseburger from McDonald’s, a sickle cell anemia.
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Ethnographic Research Insights Observations
Food Truck • the lunch hour • Food was served quickly after being ordered • Some customers ate at the nearby picnic tables, others brought their food with them to eat somewhere else In-Store • lunch crowd is very slow • Wait staff is polite • Atmosphere is nicer than expected when seeing the restaurant from the outside • In the evenings, there were multiple orders waiting at the side counter for aggiefood to pick up and deliver
Brand Resonance & Equity
The management at Mickey’s acknowledged their desire to be on the “must visit” list when people come back to College Station and visit all their favorite restaurants. In order to do this, Mickey’s Sliders has to develop an emotional relationship with customers. Without clearly understanding what that brand stands for, and properly conveying it to their customers, this cannot occur. Using Keller’s Brand Resonance Model, the goal of Mickey’s is to reach “resonance” with their customer base. It will take time and commitment to building the brand’s equity.
Resonance Feelings Judgments
Performance
Imagery
Salience
Do I have a relationship with Mickey’s Sliders? What do I think or feel about Mickey’s Sliders? What is Mickey’s Sliders all about? Who is Mickey’s Sliders?
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Target Market Our target market is 18-40 year olds in the Bryan/College Station.
Tina
Tina (age 39) is a small business owner with 5 employees. Today is her assistant’s birthday, and she is taking her workers out to celebrate. She cares about having a great dining experience, and is less concerned about price than having a great time with her staff.
Target Market & Competition
Nic
Nic (age 29) is a law clerk and is married with 2 kids. He meets his buddy Charley for a beer and to watch the game. Nic cares about great food, chill atmosphere, lots of options, and beer.
Laura
Laura (age 22) is a senior communications major, and likes to meet her friends for an occasional burger at different places around Bryan/College Station. Her favorite place to go is Mickey’s for its variety and ability to order two different kinds in one sitting.
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Competition Grub Burger
Locations: 18 Mission: “We’re passionate about great food, great drinks and great hospitality. We believe in fresh
delivered by caring, friendly people. And we know that a lively environment makes it all feel and taste better.” Tagline: “Good people, Real food, Unique vibe, Bold
Harvey Washbangers Locations: 1
Tagline: none Mission: none
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Koppe Bridge Locations: 2 Tagline: “Best Big Burger in Town” Mission: none
Fuddruckers
Locations: 99+ Tagline: “Making the world happy, one great burger at a time.” Mission: “Some people are driven to create the world’s fastest cars or the world’s tallest buildings. Our calling is only slightly less glamorous but a whole lot tastier. We were born to create the World’s Greatest Hamburgers®.”
Team 7
Michael Beyer michaelbeyer@tamu.edu Jacob Melear jmelear@gmail.com Caleb Miller urmq@tamu.edu Alexandra Phillips aphillips13@tamu.edu Allison Sanders alli323@tamu.edu
aphillips13@tamu.edu 123 xyz street College Station, TX 222.222.2222