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Laura Hay
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It's true what Drew says: TIME IS YOUR ENEMY!! To be successful in your capstone project, make sure you're spending plenty of time working on it throughout the whole semester. I LOVE to procrastinate, but this is the one project you truly cannot put off until the end. Also, don't be afraid to ask questions if you don't understand something or are unsure how to proceed. Drew is there to help you, and your client wants to see you succeed. Always ask for help, guidance, or clarity if you need it. Good luck! Continue reading
Posted Jul 29, 2018 at CAPSTONE!
Last week, Jake and I started putting together our final presentation. We realized, from our customer market research, that WSB is a true pillar of hope for the west side community. People admire the company for cleaning up an old building and investing in the west side community. They have been given so much credit and support for this, so we have decided to push them further into a community involvement role. West siders can be fiercely loyal to their community, so if WSB truly leans into a societal marketing strategy, they can grow their business. We are set to... Continue reading
Posted Jul 23, 2018 at CAPSTONE!
AHHH! I can't believe there's just a few weeks left in the semester. Our project is going very well. We are finishing up analyzing the market research surveys, and we will be starting our awareness campaigns this week. We really want to do a social media giveaway to increase their social media following and engagement. We also think they need to take advantage of the positive influence they have on the area. Finally, we are starting on our final presentation and will hopefully have a small skeleton deck to show Drew for our check in. Continue reading
Posted Jul 15, 2018 at CAPSTONE!
This week, we finalized our surveys and sent them out to customers and non-customers. We are still waiting for the results from the customers, but the results from non-customers have been reviewed, coded, and tabulated. From non-customers, we found the most important factors for breweries are the atmosphere, the location, and the beer. This seems unsurprising, however it was nice to have our suspicions confirmed. We also found that people hear about new breweries from friends, family, social media, and trying the beer at other bars or festivals. This will be very useful for our next step in the project,... Continue reading
Posted Jul 1, 2018 at CAPSTONE!
Last week, Jake and I presented our findings from the competitive analysis to our client. Some of our findings and recommendations were new to him and others confirmed his own ideas and beliefs. Overall, the client seemed happy with our work. This week, we will be finalizing our survey and sending it out to both the clients' customer list and our list of non customers. I am excited to see the results of the survey! Continue reading
Posted Jun 25, 2018 at CAPSTONE!
Last week was a very busy week in the world of capstone. Jake and I put together an extensive competitive analysis and positioning map for our client. We compared the brewery to several popular local breweries and several nationally known breweries. We found that some of the things our client is doing at the brewery are right on par with the competitors, but he needs to improve social media and the website in order to keep up. We will be meeting with him this week to discuss our findings, and we will be starting on our next big deliverable-consumer research! Continue reading
Posted Jun 18, 2018 at CAPSTONE!
Last week, after class, I finished writing the charter for our project. I sent it off to the client, but we haven't heard back yet. Since we are on such a crunch for time, Jake and I have decided to just continue on working on our first deliverable, even though we haven't heard back yet. We will be starting with the competitive analysis and the white space adjacency analysis, and it should be completed by the end of this week, so we can stay on track with the project. Continue reading
Posted Jun 10, 2018 at CAPSTONE!
Last week, Jake and I met with the client to go over our ideas for the project and deliverables. We all settled on doing a deep dive competitive analysis and white space adjacency analysis, to help our client better understand his competition and his role in the market. We also decided to do some market research, so the client can hear the thoughts, opinions, desires and feelings of his customers. Finally, Jake and I will brainstorm strategic moves that can increase awareness of the brewery. After we think of some great ideas, we will take them to the client so... Continue reading
Posted Jun 3, 2018 at CAPSTONE!
Last week, I did some research on ways small companies can gain awareness and attention. Hopefully, this week, I will be able to set up a meeting and work on a charter with the client. Once we receive confirmation on deliverables and final goals of the project, Jake and I will be able start accomplishing our project objectives. Continue reading
Posted May 28, 2018 at CAPSTONE!
This week was much slower in the world of Capstone. I did some research on how to increase brand awareness for small companies, while my partner, Jake, looked at competitors and trends in the brewery market. After this, we started brain storming ideas for deliverables to the client. We think we will start with a competitive analysis deliverable, then pitch some ideas to increase brand awareness, and finally, pick 1-2 ideas and carry them out for the client. We were supposed to have another meeting with the client on Wednesday, but unfortunately, a conflict arose and he had to cancel.... Continue reading
Posted May 20, 2018 at CAPSTONE!
Last week, Jake and I had our initial client meeting. I am very excited to be working for West Side Brewing for my capstone. They seem very open and willing to hear what we come up with at the end of the semester. West Side Brewing has only been open for a year and they are doing amazing, but there's always more they can do. We believe we can help them raise awareness for the company and bring in some new customers. They also have a few big events coming up soon and we want to help make sure those... Continue reading
Posted May 13, 2018 at CAPSTONE!
With the semester coming to a close, I've been keeping extra busy with capstone, as well as other classes. Last week, I conducted my first quantitative interview with a member of my client's target audience. The interview went very well, and I received some valuable insights. I hope to complete more interviews this week, so fingers crossed, the random emails I sent out will encourage people to respond. Continue reading
Posted Mar 25, 2018 at CAPSTONE!
I have been keeping very busy working on my capstone project, so much so that I have forgotten to post on here for a few weeks. I have finished developing a competitive matrix from my client, and I will hopefully be able to finish the clients request of "reasons to believe" this week. I also have a call with the client on Thursday where we can hopefully sort out any last minute requests. I know I still need to report on the target audience but after that, I just have to do some of the modules required for the competitive... Continue reading
Posted Mar 11, 2018 at CAPSTONE!
Wow! I can't believe we are approaching the 7th week of the semester. This past week was incredibly busy for me. I had multiple projects due last week, and that on top of a full time job was a little crazy. I did not get as much done with my capstone project as I had hoped, so I am extremely grateful for the day off tomorrow. I plan on finishing up my research on anecdotal evidence of the success of diversity training and starting on my landscape assessment of the competitors this week. Continue reading
Posted Feb 18, 2018 at CAPSTONE!
Last week, my client and I were able to open up some more lines of communication. This allowed us to realize that I had misunderstood some of the client's expectations. Because of my science background, I had been trying to find scholarly, peer reviewed articles which showed evidence of the benefits of diversity training. The client told me she was looking for more more anecdotal stories of how diversity training was able to help a group solve a problem. I have since switched my research methods and found a few articles that were exactly what she was looking for, and... Continue reading
Posted Feb 11, 2018 at CAPSTONE!
Last week, I made some progress on my capstone. As advised by my client, I started the project by doing some research on diversity training and its benefits. Using my resources as a student at UC, I was able to search the library's database from the comforts of my own home. I found several useful scholarly articles that discuss the benefits cultural diversity training brings in a way that all managers can understand-NUMBERS! That's right, some very smart data scientists were able to quantify diversity training benefits. They found that training had large effects on cognitive and skill based outcomes... Continue reading
Posted Feb 4, 2018 at CAPSTONE!
Last week, I was able to finally begin doing some work on my capstone project. In the beginning of the week, I finalized my charter for the project. My client runs several different diversity training programs, and has recently developed a new type of diversity training. I had hoped to show it to my client before submitting the draft, but unfortunately I was sick and had to cancel our meeting. I feel confident that I am clear in what needs to be delivered to my client. My first planned deliverable will be a landscape assessment to understand programs offered by... Continue reading
Posted Jan 28, 2018 at CAPSTONE!
I can't believe I'm already in my second semester of the MS Marketing program, but here I am. This semester is about to be crazy for me since I am working full time and in school full time, but if I manage my time correctly and keep my spirits up, I know I can finish strong. Then, I'll only have one more semester and I'll be off to the world of adulthood. For my capstone, I will be working with Stephanie Polen from the Polen Group as well as her colleague Priya Klocek. Both of them teach people how to... Continue reading
Posted Jan 21, 2018 at CAPSTONE!
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Jan 15, 2018