CLIENT CASE STUDIES
MARKETING CONSULTING
Park Productions August 2013 - May 2015
After joining Park Productions as a graphic designer, Zach realized the need to advertise the organization. Previously, Park Productions had not been conducting any kind of strategic marketing and consequently the organization was suffering in several areas. He analyzed the situation and created a marketing plan based on his findings. Zach's suggestions fell into three categories: (1) Expand potential client pool to produce more favorable clients, (2) Expand potential employee pool to produce more favorable employees, and (3) Recognize Park Productions as a valuable resource to the college by promoting the organization to administration and professors. Zach's measures resulted in increased demand for the organization, justifyable continuation of the organization in the eyes of administration, and a record number of applicants interested in being employed by Park Productions. One of the tactics Zach used was revamping the aged and static website, which can be viewed at: ParkProductions.org.
After joining Park Productions as a graphic designer, Zach realized the need to advertise the organization. Previously, Park Productions had not been conducting any kind of strategic marketing and consequently the organization was suffering in several areas. He analyzed the situation and created a marketing plan based on his findings. Zach's suggestions fell into three categories: (1) Expand potential client pool to produce more favorable clients, (2) Expand potential employee pool to produce more favorable employees, and (3) Recognize Park Productions as a valuable resource to the college by promoting the organization to administration and professors. Zach's measures resulted in increased demand for the organization, justifyable continuation of the organization in the eyes of administration, and a record number of applicants interested in being employed by Park Productions. One of the tactics Zach used was revamping the aged and static website, which can be viewed at: ParkProductions.org.
EVENT PLANNING
Concert for a Cure
July 2013 – May 2014
In New York State alone, over 100,000 new cases of cancer were detected in 2013. Most people know someone that has been affected by cancer, whether they realize it or not. Zach has used his knowledge of the media industry to coordinate the annual Concert for a Cure, an annual benefit event that raises money for the American Cancer Society to help in the fight against cancer. Previously, he had been the advertising and logistics lead for the Business Idea Competition, which entailed running and advertising a large event. After its success, Zach knew he would be able to succeed as an effective event coordinator for the Concert for a Cure. In the past, individual team members were assigned a role at random. To make his team most effective, Zach assigned roles based on members’ individual skills and personal goals that motivated them to join the team. To increase participation in the event, he decided to include a raffle. His team reached out to the local business community for donations. After writing a letter and sponsorship form, Zach drafted a list of over 90 local businesses and their contacts that received hand-delivered information about the Concert. In addition, he also advertised the event substantially more than it was in previous years. As an Executive Board member of several organizations, Zach enjoyed sharing his experience and knowledge with the freshmen team members.
In New York State alone, over 100,000 new cases of cancer were detected in 2013. Most people know someone that has been affected by cancer, whether they realize it or not. Zach has used his knowledge of the media industry to coordinate the annual Concert for a Cure, an annual benefit event that raises money for the American Cancer Society to help in the fight against cancer. Previously, he had been the advertising and logistics lead for the Business Idea Competition, which entailed running and advertising a large event. After its success, Zach knew he would be able to succeed as an effective event coordinator for the Concert for a Cure. In the past, individual team members were assigned a role at random. To make his team most effective, Zach assigned roles based on members’ individual skills and personal goals that motivated them to join the team. To increase participation in the event, he decided to include a raffle. His team reached out to the local business community for donations. After writing a letter and sponsorship form, Zach drafted a list of over 90 local businesses and their contacts that received hand-delivered information about the Concert. In addition, he also advertised the event substantially more than it was in previous years. As an Executive Board member of several organizations, Zach enjoyed sharing his experience and knowledge with the freshmen team members.
ADVERTISING
Business Idea Competition and Sustainability Competition July 2012 – May 2013
Pitching an idea at the Park Idea Incubator gave Zach the opportunity to meet Andy Orgel, senior executive at MTV. Andy recommended him for the Business Idea Competition coordinator position and thought Zach would be a good fit. Many expectations were put on Zach as the coordinator, even before the school year started: design, organization, motivational presentation, time management, and event planning. With the past competition coordinator having graduated, he was flying solo in regards to figuring out how to advertise and plan the fall event. Continuity is key in marketing – he first decided to create an image for the competition that could be used across all platforms. The event was advertised through all of the accessible venues at Ithaca College, but Zach wasn't going to stop there. He felt the best way to motivate students to participate was to talk to them directly. Zach is known among his friends as an energetic guy with a motivational personality, which he used to his advantage to advertise the competition. Over the course of two weeks, I presented the Business Idea Competition to over 50 classes. He kept records and took surveys in order to track the success and effectiveness of his campaign. Zach's efforts in marketing the event were fruitful – triple the amount of students attended the first competition informational meeting compared to the previous year. From there on, he worked with the teams and school administration to make sure the competition ran smoothly. Alumnus Chris Burch, who funded the competition, noticed the hard work Zach had put into the competition and effectiveness of his efforts and amazingly offered Zach an internship over the summer with his company. Zach accepted, and interned at Burch Creative Capital in New York City for C. Wonder. The Dean of the Business School also noticed his success and offered him a position as the Marketing Director for the following spring’s Sustainability Competition. Zach was able to improve his marketing tactics and saw increased participation for this annual competition.
Pitching an idea at the Park Idea Incubator gave Zach the opportunity to meet Andy Orgel, senior executive at MTV. Andy recommended him for the Business Idea Competition coordinator position and thought Zach would be a good fit. Many expectations were put on Zach as the coordinator, even before the school year started: design, organization, motivational presentation, time management, and event planning. With the past competition coordinator having graduated, he was flying solo in regards to figuring out how to advertise and plan the fall event. Continuity is key in marketing – he first decided to create an image for the competition that could be used across all platforms. The event was advertised through all of the accessible venues at Ithaca College, but Zach wasn't going to stop there. He felt the best way to motivate students to participate was to talk to them directly. Zach is known among his friends as an energetic guy with a motivational personality, which he used to his advantage to advertise the competition. Over the course of two weeks, I presented the Business Idea Competition to over 50 classes. He kept records and took surveys in order to track the success and effectiveness of his campaign. Zach's efforts in marketing the event were fruitful – triple the amount of students attended the first competition informational meeting compared to the previous year. From there on, he worked with the teams and school administration to make sure the competition ran smoothly. Alumnus Chris Burch, who funded the competition, noticed the hard work Zach had put into the competition and effectiveness of his efforts and amazingly offered Zach an internship over the summer with his company. Zach accepted, and interned at Burch Creative Capital in New York City for C. Wonder. The Dean of the Business School also noticed his success and offered him a position as the Marketing Director for the following spring’s Sustainability Competition. Zach was able to improve his marketing tactics and saw increased participation for this annual competition.
PRESENTATION CONSULTING
Business Idea Competition Presentation November 2013
In addition to consulting entrepreneurs about their visual presentation and presentation outline, Zach also uses his suggestions in his own work. In 2013, Zach entered the Business Idea Competition, which gives student entrepreneurs the chance to win money for their ideas. The competition also provides an opportunity to develop skills related to brainstorming, idea qualification, timed presenting, and networking. Previous to entering, Zach helped to run the competition the year before. He entered into it to gain a different perspective on the competition. Zach's idea, Drain Flower, came to him after his apartment’s kitchen sink became clogged from lack of a routine drain catcher cleaning. Drain Flower is the clean hands drain cleaner that features an attachment to drain catchers to make cleanup quick, easy, and effective. Zach presented his idea to a panel of judges within a strict four-minute time limit and answered the judges’ questions afterwards. He crafted a visual presentation that complemented and supported his verbal presentation. Zach won first place for his presentation and was awarded $1,000.
In addition to consulting entrepreneurs about their visual presentation and presentation outline, Zach also uses his suggestions in his own work. In 2013, Zach entered the Business Idea Competition, which gives student entrepreneurs the chance to win money for their ideas. The competition also provides an opportunity to develop skills related to brainstorming, idea qualification, timed presenting, and networking. Previous to entering, Zach helped to run the competition the year before. He entered into it to gain a different perspective on the competition. Zach's idea, Drain Flower, came to him after his apartment’s kitchen sink became clogged from lack of a routine drain catcher cleaning. Drain Flower is the clean hands drain cleaner that features an attachment to drain catchers to make cleanup quick, easy, and effective. Zach presented his idea to a panel of judges within a strict four-minute time limit and answered the judges’ questions afterwards. He crafted a visual presentation that complemented and supported his verbal presentation. Zach won first place for his presentation and was awarded $1,000.
WEBSITE CONSULTING
EAC Montessori School of Ithaca May 2012 – July 2013
Zach built a new website for the school. This involved a process of creation and approval with the school’s principal and financial officer. In addition to the website, Zach has also created a phone application so parents can stay updated with school events and news. The school had Zach design logos, flyers, yearbooks, and advertisements as well.
Zach built a new website for the school. This involved a process of creation and approval with the school’s principal and financial officer. In addition to the website, Zach has also created a phone application so parents can stay updated with school events and news. The school had Zach design logos, flyers, yearbooks, and advertisements as well.
Park Productions August 2013 - Present
One of the tactics Zach used to market Park Productions was revamping the aged and static website. The new site can be viewed at: ParkProductions.org.
One of the tactics Zach used to market Park Productions was revamping the aged and static website. The new site can be viewed at: ParkProductions.org.