Here's What I've Worked On
My experiences within James Madison University's College of Business and Marketing Department have provided me with invaluable opportunities to craft comprehensive business and marketing plans for real-world companies.
During my senior year, my team and I created a detailed integrated marketing communications plan for 3 local bed & breakfasts under the agency name Carrier Creations. The plan includes a brand/style guide, a competitive review, a market segmentation strategy, a budget breakdown, and a 12-month media plan for the Bowman House, Cider House, and Heritage Hill bed & breakfasts in Waynesboro, Virginia.
The IMC plan developed revolves around the objective of increasing bookings at the three B&Bs by 20% in 2024. This comprehensive strategy includes a range of promotional tactics to be executed throughout this timeframe. The plan involves consolidating the three individual B&Bs under a single brand, Waynesboro B&B, to establish a unified voice that resonates with the target audience. The entire initiative is centered around the theme, "Discover the Heart of Hospitality," underscoring the warmth and authenticity of the Waynesboro B&B experience.
The campaign theme was so well-received by the owners of the B&Bs that it was adopted and used on the individual websites. Additionally, Carrier Creations was ranked #1 out of 12 teams by IMC professor Canessa Collins. The full IMC plan document can be downloaded here
After being accepted into James Madison University's College of Business, I participated in the program's flagship course, Integrated Business. This 12-credit course, which includes management, finance, operations, and marketing, assembles teams of students from different academic backgrounds. These teams are tasked with developing a comprehensive business plan throughout the semester.
I grew up working on cars in the garage with my dad. When brainstorming product ideas for my team's business plan, I imagined a portable and collapsable tray that can be used in a mechanic shop or home garage to keep tools accessible. We designed this product, and called it the WayTray.
The business plan includes a market segmentation strategy, IMC strategy, manufacturing process outline, and financial forecasts. The full business plan document can be downloaded here.
