Kellogg Technology Conference 2009
This was easily my biggest project while at Kellogg. As the Marketing Co-chair, I was responsible for everything involving marketing the conference - it was my job to sell the conference out as quickly as possible. Starting with the logo (which is different from the past years' Kellogg Technology Conference logos), I created the visual branding of the conference.
More importantly, I thought of various ways of driving demand for the conference - this included crafting different waves of marketing campaigns (increasing awareness first, then generating excitement, then driving purchases), and tailoring the messages differently depending on the market segment I was addressing.
There were also smaller things like pushing the brand out even when the conference was full to drive additional demand and excitement, as well as reduce "empty" sales - so people who purchased tickets for the conference but could not make it would be replaced by those waitlisted and likely extremely excited about attending.
The conference ended up selling out two weeks prior to the actual conference day, which was unheard of for the Technology Conference at Kellogg. It was amazing to see how what I learned actually made a difference - I think I applied more of what I learned about marketing at Kellogg on this than any other project I've done!
Michelle Bakery
Michelle Bakery is an Indonesian family-owned bakery. I created the branding (logo, website, as well as overall look and feel of the packaging, collateral, and physical store), as well as the marketing strategy for the bakery. We settled with an economical price point for those looking for quality bread and baked treats. The efforts to keep the consistency of the brand paid off - this was not as common in Indonesia, and the comprehensive marketing led to the bakery making profit in less than a years' time, with additional stores opening shortly thereafter.
Kellogg CIMtennial 2008
CIM is Kellogg's orientation week - a one-week mini-camp where new MBA students are introduced to the Kellogg cult(ure). 2008 was Kellogg's centennial year, thus the name "CIMtennial".
I designed the logo and overall look and feel of CIMtennial, which was to include the 100-year history of Kellogg somewhere in the design. I also created some marketing collaterals, including the website and a few flyers.
Kellogg Marketing Conference 2009
Website for Kellogg Marketing Conference 2009, which is hugely based on the 2008 version. I was not as involved with the marketing for this one, and so had to retrofit the 2009 Customer 2.0 brand into the website design. I think it worked well though.
Kellogg Marketing Conference 2008
As part of the marketing committee of the 2008 Kellogg Marketing Conference, I helped form the brand (the goldfish), which was wildly popular. From there, it was developing the website and marketing materials for me, which was relatively straight forward as the brand was so strong.