The American Marketting Association
BackThe American Marketing Association (AMA) at USC serves as a collegiate chapter of one of the world's largest marketing associations. Its mission is to provide undergraduate students with networking opportunities and academic development in the field of marketing. Through internship experiences, hands-on industry training, specialized workshops, professional speaker events, company tours, service and networking events, and consulting projects, USC AMA offers a comprehensive platform for students to explore and excel in marketing. The AMA Consulting team is a branch of USC AMA that collaborates directly with real-world clients to develop effective marketing strategies. Members gain invaluable experience in critical thinking and information synthesis, while honing their marketing skills in a collaborative group environment.
AMA Member
My Role:
As a member of the AMA Consulting team, I was actively involved in conducting data analysis, comprehensive research, and crafting engaging presentations for our clients. Working closely with a dedicated team, I had the opportunity to explore creative marketing solutions for real companies and real clients. In my second semester I also served as a project manager where I led my team, serving as the primary communication source between the client, and developed the workback plan for my team to follow. Through collaborative efforts, we developed actionable strategies to address our clients' needs, honing my problem-solving skills and ability to work effectively in a team setting. Moreover, consolidating our data into visual slide decks and presenting our findings and recommendations to clients provided valuable experience in professional communication and client interaction.
Time Frame:
January 2022-Present
Projects
Open Room
OpenRoom is a tech start-up offering a versatile platform designed to facilitate access to shared spaces and modernize higher education and the corporate workplace. The application provides real time occupancy data and features that enables users to schedule, locate, and assess the availability of spaces in their establishment. Users receive smart notifications, instantly alerting them when a non-reservable space becomes available or has recently been occupied.
Goals
How can we effectively communicate the value proposition of our product to potential clients in advertising and marketing? What strategies can we utilize to maximize revenue generation and identify key sources of income based on consumer preferences and market trends? How can we gather user feedback to improve OpenRoom's reach and enhance the overall user experience?
Solution
As the project manager, I led my team in providing comprehensive consulting services to OpenRoom, focusing on market research, strategic recommendations, and implementation guidance. | We conducted a thorough consulting process, including brainstorming with the client, developing and administering surveys to over 100 university students, and conducting focus groups and interviews. This approach allowed us to gather insights on student needs and preferences for booking spaces. Our recommendations covered marketing strategies at USC, expansion beyond colleges, and monetization models. We emphasized the importance of local marketing campaigns, partnerships, and leveraging technology for space capacity visibility. Our strategic roadmap aimed to position OpenRoom for growth by building a loyal customer base, exploring new markets, and establishing a sustainable revenue model.
Youzu
Youzu is a clean skincare brand for men and women based in LA.
Goals
How can we increase brand awareness for youzu and gain more followers on social media? How can we appeal to the specific target markets, what strategies can we employ? How can youzu achieve its short and long term goals?
Solution
Our team embarked on a comprehensive project to enhance brand awareness, target market appeal, and the achievement of short and long-term goals. Through a meticulous consulting process, we initiated with brainstorming sessions to align our strategies with Youzu's aspirations, followed by in-depth research into successful growth models of similar skincare brands. Our approach included conducting a survey with over 300 responses and a focused group discussion, enabling us to gather insightful data on consumer preferences and behaviors. Our findings led to tailored recommendations that emphasized the importance of simple, clean, and unique packaging, the appeal of natural and dermatologist-recommended ingredients, and strategic marketing messages. We also delved into the specifics of packaging preferences, online and in-store purchasing behaviors, and the significant impact of social media and influencer marketing. By implementing these strategies, particularly through engaging content and active social media presence, we provided Youzu with a roadmap for brand growth and expansion. Our work underscored the value of listening to customer feedback, leveraging modern marketing techniques, and continuously adapting to market trends to position Youzu for success in the highly competitive skincare industry.