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Joseph Ferreri
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This is the my final post as a MS Marketing student and for the MS Marketing Capstone project. The best advice I can give you is what you will hear over and over throughout the course from both previous students and Professor Boyd. That is to manage your time, time is the biggest enemy with the capstone project. I would recommend using the first two weeks to really understand your company and what their expectations are from you. The better you understand what they are looking for, the easier it is going to be to structure your project. Once you... Continue reading
Posted Jul 29, 2018 at CAPSTONE!
We are officially 11 weeks into our capstone project. It is crazy how quickly the time has gone by and that we present our final presentation in one week. Since our last post Grant and I had shared all of our research, brand story, brand promise and vision board with our graphic designer. She then took that information and developed a creative brief. The creative brief is the most important piece for her when developing our brand logo. It includes a breakdown of our clients background, brand promise, brand story, core values, brand personas, creative direction, and our competition. From... Continue reading
Posted Jul 23, 2018 at CAPSTONE!
It is crazy to think that we are already 9 weeks into the capstone class. However, I am feeling very confident about where we are with our project and that our client is going to be very happy with the brand we are developing. This week we had our second project review with Drew. That was very informative for what else we need to get done moving forward. After speaking with him we were able to go over a new direction of our brand identity with our graphic designer. We have put a very strong focus on values around relationships,... Continue reading
Posted Jul 15, 2018 at CAPSTONE!
I finally feel like our project is starting to come together very nicely. This past week we were able to get more information from our interviews with our client. This has allowed us to help develop a mission statement, brand promise, core value, brand drivers and personas. We also started working with a digital designer to help develop logos, fonts and color schemes for our brand. They will be collaborating with us based on the information and values we have found to help create the identity. From this point moving forward we are going to be working on our brand... Continue reading
Posted Jul 9, 2018 at CAPSTONE!
This past week was a good step in the right direction. We were able to compose a list of all of our core values and narrow them down to our primary focus. This helped us develop our brand promise and brand drivers. This is going to help give our brand an identity and help us differentiate our product from other competitors. We also have connected with a graphic designer who is going to help us with the development of our brand book. They will be creating different logos, images, fonts and color schemes for us to build our brand around.... Continue reading
Posted Jul 2, 2018 at CAPSTONE!
This week really went by quickly. As Drew mentioned in the introduction video time is going to be most challenging obstacle we face. In addition to time moving quickly, we recently took a new direction with our project, switching our focus to the brand development of this start up company. I feel like this forced us to take a step back and change our marketing research. However, I believe it is going to allow us to move forward in a better direction. This week I also had the opportunity to try our product for this first time. After getting to... Continue reading
Posted Jun 25, 2018 at CAPSTONE!
This week was redirected our capstone in another direction. We started off with the intension of interviewing local bartenders about their ginger syrup products.However, after speaking with Professor Boyd in our project one review this changed. Instead we are now going to focus our capstone around building a brand for this start up company. By developing a brand identity that will help us with our target market for the initial launch. To learn more about how to develop a brand identity both Grant and I are watching Professor Boyd's Branding Foundations on through blackboard. We are also going to... Continue reading
Posted Jun 18, 2018 at CAPSTONE!
This week was very helpful understanding where we stand and what we need to complete prior to moving forward. Having class on Monday was very helpful for us to get an understand of what our core competencies and values are. The post it note exercise was very helpful in determining this. Earlier this week I was also able to make some progress in our market research. I started off by going to a few local restaurants and bars to interview bartenders about their ginger syrup products. The interview questions we developed came from the template Drew posted on blackboard. However,... Continue reading
Posted Jun 11, 2018 at CAPSTONE!
This week was valuable for the fact that it gave me perspective of where we are in the Capstone process and what we need to know moving forward. Since the company Grant and I are working with is a start up company there is not a lot of previous data and information for us to use. For instance, since the company isn't already up and running we aren't sure what our core competencies are and who our major competitors are. Instead we have to develop the core competencies from what we know we can offer. Once we get a better... Continue reading
Posted Jun 4, 2018 at CAPSTONE!
My partner Grant and I spent this last week putting together our Charter for our marketing strategy with Sweet Ginger Brown. We were able to identify a lot of challenges that we are going to face in attempting to help launch this product into the beverage market. However, there were also a lot of opportunities that could help us be successful with this launch as well. I also realized that there is a lot more to this project then what I originally thought. I don't think this will be an issue since Grant and I work very well together. Our... Continue reading
Posted May 28, 2018 at CAPSTONE!
This week allowed us to set the groundwork of what we need to accomplish. Grant put together a timeline of modules for us to complete on a weekly basis to ensure that we stay on track throughout the summer. This will help us move through the Big Picture step by step. We also continued our weekly conversation to ensure that we are both on the same page. Our plan moving forward is to collaborate our information through google documents. This will allow us to share our information on one document. We are going to have each of the different modules... Continue reading
Posted May 20, 2018 at CAPSTONE!
This is my final semester before I graduate from the MS-Marketing program. I am happy that I will be getting the opportunity to work on my first choice of a family start-up beverage company. The business was actually started by my partner's sister. She created a homemade ginger syrup mixer that she named Sweet Ginger Brown. This ginger can be used as a mixer for club soda, alcoholic beverages, smoothies, etc. and also to reduce inflammation or stomach issues. After getting a lot of positive feedback from co-workers, friends and family she decided to start a business around it. Currently... Continue reading
Posted May 14, 2018 at CAPSTONE!
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May 14, 2018