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Mariah Gilkeson
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I will say that this class challenged me more than any class I have taken before. It pushed me to think more critically and creatively. During our presentation we were thanked for stretching our clients. We made them have vital discussions that are critical in building their brand identity. After a nice thank you e-mail from our client I am confident that we helped them get closer to become the organization that they want to be. I am forever grateful for this great learning opportunity and look forward to being a netter marketer because of it. Continue reading
Posted Aug 10, 2016 at CAPSTONE!
Our final presentation with our client and Drew takes place tomorrow. I would be lying if I didn't admit that I was nervous. However I can't believe how far our team has come since starting this project in May. I have learned so many valuable lessons professionally. Our finished project looks great and I am confident that we are delivering what our client needs. Tonight will be jam packed with finalizing the PoewrPoint, report and my presentation preparation. Our final review with Drew on Wednesday really made me feel confident in our work. Capstone is meant to be a learning... Continue reading
Posted Aug 8, 2016 at CAPSTONE!
My team has been working hard and relentlessly this week as we round the corner and have our final presentation preview with Drew on Wednesday. I think overall our project has come a long way from where we began. There have been a lot of bumps in the road but I am confident that the final presentation we deliver to our client will be just what they are looking for. Not taking a branding class since undergrad made this project a bit harder for us. But we reviewed Drew's branding fundamentals class on and I feel we have a... Continue reading
Posted Aug 1, 2016 at CAPSTONE!
The last few weeks have been filled with a lot of ups and downs. I went into a meeting last Tuesday with our client so confident that they would be satisfied with our ideas. I was wrong, very wrong. However, I have learned that in marketing (and life) that sometimes taking a few steps backwards is what you need to do in order to leap forward. I spent a lot of time panicking on the phone with Drew asking, "How will we satisfy our client, "how will we ever finish this project in 3 weeks?". Drew was patient and told... Continue reading
Posted Jul 27, 2016 at CAPSTONE!
This week we are wrapping up phase 1 of our capstone for our client. Phase one is the "Where we are" phase. In other words its where we are working to develop AASCRE's communication strategy. WE have developed a social media plan and website design for them. I will finish up a conference event plan for them and create a mock newsletter. We are starting to put together all of our elements into the Big Picture Framework. Phase 1 should be completed by Tuesday. We will then have a week to complete phase 2 and another week to finish phase... Continue reading
Posted Jul 17, 2016 at CAPSTONE!
Last week we met with Drew for our second project review and he helped us develop 4 value propositions for our client's 4 different constituents. He also helped us break our project down into 3 phases as well as calling our client with us to clear up some confusion surrounding our project. This was extremely helpful. We are set to finish phase 1 by the end of this week and moving on to phase 2. Wenqing has been doing a great job conducting our qualitative interviews. Together we will have collectively interviewed 20 people (5 from each bucket) to help... Continue reading
Posted Jul 11, 2016 at CAPSTONE!
I am very excited as our project has really taken off since last week. We have 5 qualitative interviews scheduled this coming week with 4 more responses we are waiting on. We also have our project review 2 meeting with Drew where he will help us in developing 4 value propositions for our client. After Friday we will have a majority of our deliverable's completed and we will look to move onto quantitative research, brand development and communication strategy. We are on a strict timeline but with 6 weeks left to go I know we are going to finish! I... Continue reading
Posted Jul 3, 2016 at CAPSTONE!
After feeling like we were making a small amount of progress last week I see a huge improvement this week! We are starting our qualitative interviews tomorrow with signage companies and have a second phone meeting with our client later today to discuss core competency and the attribute value map. Once we lay down a good foundation for the basics I believe that over the next 2 months we will be able to develop a great comprehensive marketing plan for our client. I am excited to see where this week leads and I hope we can continue to work on... Continue reading
Posted Jun 27, 2016 at CAPSTONE!
This week has been a bit concerning. I thought that we were finally going to move forward with the charter once our client saw it. But when I had asked them for help with finding people in the signage industry to interview they freaked out a bit. They didn't seem to understand why we would have to conduct any type of research to develop a comprehensive marketing plan. Research is vital to marketing. In order to start working on our deliverable's we have to start doing qualitative interviews. For now I am going to do my best over the next... Continue reading
Posted Jun 22, 2016 at CAPSTONE!
The past week has been slow progress regarding our capstone project. Personally I am covering 2 positions at work right now and I had 2 fundraising events that I planned that took place today and tomorrow. I feel a bit overwhelmed and behind schedule. I think we have a much better feel for how our project should progress over the next 2 months. 2 months seems like a long time but I can already tell that time is definitely our enemy. I am really hoping that we gain traction over the next week and get a few of the deliverable's... Continue reading
Posted Jun 16, 2016 at CAPSTONE!
This week our team started developing an initial charter for AACSRE. It was difficult at first. After our initial meeting with the client I was confused. I wasn't exactly sure what they were looking for and how much they expected from us. While working on the charter this past week I finally had some clarity. I opened up my marketing fieldbook and found almost all the information I needed. It was like the lightbulb I was finally waiting for went on! Brand equity. They want a comprehensive brand equity plan based on their four buckets of constituents. I felt a... Continue reading
Posted Jun 9, 2016 at CAPSTONE!
"Well guess what, that's life" - words from Drew Boyd as I sit with nervous anticipation during my first capstone class of the Summer. The MS Marketing Capstone project at UC matches its graduate students near the end of their program with organizations that need help developing an aspect of their overall marketing strategy. This semester I have the privilege to serve as a student-consultant with Mu and Wenqing for The Academic Advisory Council for Signage Research and Education or AACSRE (Pronounced Ash-Rey) for short. What is AACSRE? I asked myself before shortly finding myself on the AACSRE website. AACSRE... Continue reading
Posted May 30, 2016 at CAPSTONE!
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May 27, 2016