Projects - Jarinna Rantanen

Projects

IMC Campaign/Creative Brief Project

This project showcases my ability to develop a strategic IMC program by conducting market analysis, identifying consumer insights, and crafting a compelling creative brief. With a strong positioning statement and carefully selected marketing vehicles, the campaign delivers a cohesive, consumer-driven message. Presented as a professional client pitch, it highlights both strategic thinking and creative execution.

Creative Brief

Introduction

Current Market Trends and Research

The two segments we created for our energy drink product

The target persona that was created

Created a consumer insight to better understand the motive of our target customer

Results from a survey we conducted asking general questions about energy drinks and the motives to drinking them

More results from the short response section of our survey, which supports why we chose the segment we did

Positioning statement for the “pick me up princess” segment that was created

An in depth competitive analysis of our companies product compared to alternatives

Perceptual map showing where our competitors would be in relation to Alani Nu

3 elements of our creative brief which were “Big Idea, Reasons to Believe, and Tonality”

The 3 ideas on how Alani can advertise their products to target the specific segment we chose in innovative and effective ways

Introduction

Strategic Marketing Plan

This project highlights my ability to develop and deliver a compelling marketing strategy presentation. Focused on insightful research, creative problem-solving, and strategic thinking, the presentation showcases key marketing concepts, industry analysis, and innovative solutions. With a strong emphasis on professionalism, visual storytelling, and effective communication, the project was presented in a structured client-pitch format, demonstrating both analytical and presentation skills.

Full Project PDF here

Introduction

Current Market trends and research of Casa Santos Stefano

Conducted primary research using qualtrics to find out more about their brand awareness and appeal to people

I created a competitive analysis and a perceptual map on where competitors stood in relation to Casa Santo Stefano

This was my action plan for the restaurant to implement

The reasons why Casa could benefit from using influencer marketing (using some primary and secondary research for evidence)

3 influencers I felt Casa Santo could utilize due to their following, demographics and current content

Benefits of Influencer marketing

2 possible ways Casa could implement influencer marketing

The expected outcomes for implementing influencers

Marketing Research Project

For this marketing research project, we identified a perceived lack of school spirit at the University of Tampa and designed a study to analyze student participation and awareness of campus events. Using a combination of qualitative and quantitative methods, we developed and distributed a Qualtrics survey, collecting primary data. We then conducted statistical analyses, including t-tests and regressions in Tableau, to uncover key insights about student engagement. Our findings guided strategic recommendations to improve event attendance and school spirit.

Full Slideshow PDF here