Executive Summary – Projects Managed by Jennifer Carmin Campos
The purpose of this document is to provide a summary of the projects worked on since 2007. The projects are structured in the following manner: Type of project, company name, timeline, project description, problem, project goal, and results.
Type of Project: Research & Analysis
Company Name: Guildcrest Jewellers, Guelph ON
Timeline: January 2007 to April 2008
Project Description:
Conducted extensive research on the company’s target market. A questionnaire was created and distributed to 300 individuals who fit Guildcrest Jewellers target audience description. Results were analyzed using SPSS (analytical software), assimilated information, and submitted a written report to client.
Problem:
Guildcrest Jewellers faced the issue of customers making less frequent purchases due to the price of gold increasing.
Project Objectives:
The following describes project objectives:
- Determine the reaction from consumers to increased prices, particularly in terms of frequency of purchase and likelihood to shop at other stores.
- Identify the criteria that consumers consider when selecting a jewellery store to shop at (e.g. price, quality, service etc.).
- Identify what influences the decisions about which jewellery store to shop at (e.g. sources of information, recommendations, previous experiences etc.).
Results:
As a result, Guildcrest Jewellers was able to price products appropriately. A Break-even analysis was also provided to the client to price jewellery low enough for customers and high enough to earn revenue. Overall, the customer was pleased with recommendations and project deliverables.
Project Type: Market Analysis & Developing a Marketing Strategy
Company Name: Breathe Yoga Wear, Vancouver BC
Timeline: January 2009 to March 2009
Project Description:
Extensive research on the yoga industry and market was conducted. The company was analyzed in depth in order to identify gaps when compared to competitors. I was contracted on this project as a project contributor. My role was to help with the creation of a well-defined marketing strategy. I was also in charge of ensuring that major milestones and specific tasks were being met by holding weekly meetings with project team.
Problem:
Breathe Yoga Wear faced was a relatively new company competing in a mature market. The other issue referred to a lack of effective marketing.
Goal:
The project goal was to recommend an innovative marketing strategy by identifying market opportunities and filling market gaps.
Results:
As a result, Breathe Yoga Wear was WOWED! The company implemented all recommendations to create a story for itself. The company’s website was redeveloped, customer relations were strengthen, and sales increased by 70%.
Project Type: Rebranding Project
Company Name: Alvana Business Consulting Inc., Victoria BC
Timeline: July 2009 to September 2009
Project Description:
A new logo was developed for the company along with business cards. Also, an interactive website was created.
Problem:
The company was not content with its current brand image.
Goal:
The project goal was to give Alvana Business Consulting an attractive professional creative appeal.
Results:
Alvana Business Consulting was able to successfully present itself to clients in a new light. Hence, improving company perception.
Project Type: Online Marketing Strategy
Company: Alvana Business Consulting Inc., Victoria BC
Timeline: October 2009 to November 2009
Project Description:
In order to create a well thought out marketing vehicle for Alvana Business Consulting, primary and secondary research was conducted on the industry. The information gathered determined if an online marketing strategy would benefit the company.
Problem:
Alvana Business Consulting did not know how to increase brand name awareness using a cost effective strategy to attract new clients oversees.
Goal:
The overall goals were to: (1) Increase brand name awareness amongst target audience, (2) Formulate relationships with customers, and (3) Increase sales.
Results:
As a result, Alvana Business Consulting increased sales by providing services to new clients in Canada, Europe, and China. It was determined that being active with a LinkedIn profile would help obtain the desired results.
Project Type: Developing a Marketing Strategy
Company Name: Kava Mobile, Toronto ON
Timeline: February 2010 to May 2010
Project Description:
A competitor, target audience, and industry analysis was managed to obtain a comprehensive understanding on the competing market. Kava Mobile was positioned amongst primary and secondary competitors to identify opportunities on how the company can reposition itself.
Problem:
Kava Mobile was not acquiring new clients and was in pursuit of a new strategy to attract new customers.
Goal:
The project goal was to have a clear understanding of competitors in order to craft a unique marketing strategy that will reap high benefits.
Results:
Kava Mobile has a good understanding of its competing market. The company is pleased to see its growth opportunities and revenue streams.
Conclusion:
Overall, all projects were managed on a contract basis. They were completed on schedule and within budget. If you have any questions please do not hesitate to give me call at 226.868.1315 or by email at jennfier@jcarminmarketing.com. Thank you for your time and attention to these materials.
