CREATING WHILE DECOMPOSING
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Content & Copy

Working on content creation, copy and strategy for projects and companies such as: Humanified, SERMO, Sea Gate Beach Club, Switch Playground NYC and others.

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switch

Featured: Switch Playground, “How I Switch” GIF

The Problem:

Switch Playground is a group workout class that originated in South Africa and made its way to NYC. The amount of competition in the NYC group fitness class market is vast, from Rumble, Soulcycle to Orange Theory. Switch needed to find their “sweet” spot and learn how to properly market to NYC and a United States audience.

The Process:

My team and I complied research which was then used to complete a SWOT analysis, Target personas and a detailed look at the competitors and marketplace. The process of researching our competitors was most crucial as the marketplace for “boutique gyms in NYC” is relatively popular.


Concept: How do you Switch?

One of the concepts that we presented was dictated by our target audience: older millennials (25 to 35) living in NYC. NYC is unlike any other city, many of us walk and most don’t even own a car. We carry our groceries and laundry for multiple blocks, and with the constant maintenance our subway system needs, walking is the best bet. The idea that we ‘train/workout to live’ was something important that we uncovered. This campaign was called, “How do you switch?” and it showed images of people doing everyday things and them being compared to the workouts that happened at Switch Playground.




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Humanified, "Women & Data" Instagram Post Concept

Humanified, "Women & Data" Instagram Post Concept

The Problem:

Humanified is a brand new app that was set to launch in the App store for beta testing. Building brand awareness was essential for Humanified as it relied heavily on people sharing their experiences of volunteering and helping change the world. The goal was to create content for the social accounts that showcased the app, provoked thought but stayed relevant and up to date on current issues regarding political and social crisis.

The Process:

Understanding the audience and who we were trying to target was one of the most important parts of creating content on social. We needed to understand the voice of Humanified and have a cohesive design of the posts. The general content needed to be current and also image-based due to it living on Instagram.

The Concept: Women & Data :

We wanted to create fun and most importantly, an informative campaign for instagram that showcased data in an illustrated design. The topics focused mostly on our main audience and target demographic : Women!


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#Marchforourlives

#Marchforourlives

Staying relevant and hoping to create change through creation. My team and I created this graphic that went viral on Instagram and helped raise awareness for the rallies supporting an end to gun violence.

For Humanified

Proud to be Black

Proud to be Black

My team and I showcased Zoe Kravitz for an Instagram post that went viral.

For Humanified

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Sea Gate Beach Club, Instagram posts

Sea Gate Beach Club, Instagram posts

The problem:

The market for summer activities, camps and vacations in Brooklyn and the New York surrounding area is immense. Sea Gate Beach club has been one of Brooklyn’s go to summer spots but they needed to re-assess their audience and have confidence that all marketing materials created and dispersed were relevant.


The process:

My team and I had to learn a lot about the demographics in each borough. We focused in on family demographics such as household income, the amount of children per household and even found out the percentage of families that had nannies or caretakers for the children. Collection of secondary data was important but the primary data we collected was most crucial. We conducted our own survey that was e-mailed to current and previous Sea Gate membership holders.



General Concept: After analyzing all of the core data, we knew that the best way to reach these families was through pathos. Making an emotional appeal for families to “come back to their favorite memory” hoping that many families would rejoin and renew their memberships. Playing on nostalgia and hoping that our secondary demographic of seniors, would want to rekindle their love for the beach. Our main focus was on the tangible marketing materials: pamphlets, flyers and coupon. We also had Instagram posts and paid articles which help drive the campaign home.

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SERMO online ads

SERMO online ads

The Problem:

SERMO is an online survey site used for collecting data from doctors completing their residency programs. As a team, we wanted to show the younger generation of doctors how completing SERMO’s surveys could help put some extra cash in their pocket. Creating a small amount of ads to pitch to SERMO.


The Process:

My team and I had to learn a lot about doctors and specifically ones that are currently in their residency programs. The information we found varied from numerical data such as the average amount of debt they were in, to things that irritated them i.e: “too many regulations & rules, a broken referral process between physicians and specialists and the exhausting hours of the job.”

Concept:

Make more unconventional advertisements that focused on the pains of being in the medical field, whether it be debt or the high-stress of the job.

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