Marketing Audits

Through my education at the Mays Business School, I have had the opportunity to complete several marketing audits, allowing me to apply my knowledge of marketing and advertising in real-world scenarios. I have learned so much from these audits and love seeing my skills continue to improve over time.

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Potbelly Integrated Marketing Communication Campaign

January-May 2025

This semester-long collaborative project was completed with one peer and focused on developing a fully integrated marketing communication (IMC) campaign for Potbelly Sandwich Works. Together, we conducted extensive primary and secondary research, crafted an executive report, and met with industry professionals to discuss ideas, strategies, and best practices.

While my partner focused on areas such as industry analysis, objectives, budgeting, and geographic coverage, I led the analysis of our target market, conducted Potbelly’s SWOT analysis and placement on the Brand Equity Pyramid, and developed the overarching campaign concept and deliverables. The project concluded with a live presentation of our campaign to a panel of marketing agency professionals, our professor, and fellow classmates.

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Laura’s Custom Framing

October-November 2024

This was a collaborative audit conducted over a 5-week period with five of my peers. After consulting with Laura, the CEO of Laura's Custom Framing, we conducted extensive primary and secondary research. While assisting in multiple areas of the audit, I was solely responsible for the creation and aesthetic of the presentation slides, as well as the section covering the business profile on Instagram and her preparation to sell the business.

We presented this audit live to Laura at the end of the 5-week period.

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Scotty’s House

September-October 2024

This was a collaborative audit conducted over a 5-week period with three of my peers. After consulting with representatives from Scotty's House, we conducted primary research surveys through Qualtrics and utilized extensive secondary research. While assisting in multiple areas of the audit, I was solely responsible for the creation and aesthetic of the presentation slides, as well as the section covering Scotty's 'Place'—their website.

We presented this audit live to the representatives at the end of the 5-week period.

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Marketing to Billenials

April-May 2024

This was my first-ever audit, unique because it was based on a jetpack simulation. We were tasked with running the simulation and, for our final project, using the knowledge and experience gathered to choose a target market, product, and means of advertising. Although challenging, there was a lot of creative freedom with this audit. I was solely responsible for the creation and aesthetic of the presentation slides, as well as the section covering the social media sweepstakes.

We presented the audit live to our peers and professor at the end of the course.

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