What is the WWU Marketing Program?

The Western Washington Marketing Program is just about what it sounds. They are a Marketing Program that seeks to see marketing students excel within their major, and thrive as they grow into alumni. Without the help of the WWU Marketing Program, I wouldn't be who I am today. The WWU Marketing Program works tirelessly to give students the opportunity to succeed in a marketing field, while creating a community along the way.

Integrated Marketing Communications Class

Integrated Marketing Communications (IMC) is a multi-level marketing elective offered at Western Washington University in which they excels in preparing students for the professional world. In this class you learn how to be a content creator, project manager, and executive role for 4 months each, having an opportunity for promotion each quarter. My story begins as a content creating using Tik Tok, to project manager of the Marketing ADEI website, and finally the class Director of Analytics. Here is how my journey started and ended.

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Content Creator - Spring 2023

As a content creator, we facilitated a marketing campaign for the WWU Marketing program using the Tik Tok platform, focusing on increasing hesitancy of marketing students getting involved in the program. We wanted to get the word out there that the marketing program had so much to offer! Even I know, as a former student, how hard it was to get involved in the Marketing Program at first. But once I had access to all these resources, I could never look back.

Here is a quick synopsis of what we did:

• Created and edited high quality Tik Tok videos 30-60 seconds long utilizing Hubspot as a CRM platform as a posting tool
• Successfully made 6 iterations of content in a 4 month time span
• Utilized creative strategies, creative briefs, and pre-production package organization strategies to assemble our campaign
• Promoted main content on social media pages including LinkedIn, Instagram, and printed flyers

Project Manager - Fall 2024

As a project manager, instead of getting my hands dirty and editing everything myself, I would now teach a group of content creators on how to do it themselves. Instructing them how to make a creative strategy, use HubSpot CRM's, and create post schedules so that we stay on time. It was a challenge, and definitely a large shift from content creation. Lets diver into some details on what this role looked like!

• Analyzed campaign performance through project retros and provided bi-weekly evaluations of content creators, leading to data-driven insights and strategic recommendations.
• Gained expert experience in using content design platforms like Canva to make digital content on a multimedia level. 
• Maintained a consistent schedule with team and collaborated on ideas, performance, and future iterations
• Successfully created 6 iterations of products in a 4 month period

Director of Analytics - Spring 2024

As the Director of Analytics, I was in charge of anything and everything analytics. From campaign tracking, target market research, marketing objectives to just about anything else you can think of. Shoutout to Dan Purdy, a professor at WWU, for being such a monumental mentor for my foundational knowledge about marketing. Here are some of the things that I focused on in this class

• Proven ability to give impactful insights into campaigns through a client-facing approach to improve future product iterations. 
• Tracked and analyzed KPI’s through multiple campaign iterations while maintaining steady growth for our products.
• Analyzed campaign performance and presented data-driven insights and strategic recommendations to stakeholders across six marketing campaigns.
• Lead primary research focus groups and surveys to fill gaps in our target market values and customer journey.
• Strategized how to merge both campaign analysis and creative strategy to create the most value for both clients and customers.
• Director of Analytics for four Project Managers and 24 Content Creators through six iterations of product.
• Leveraged Google Analytics to track key performance indicators (KPIs) and generate actionable insights for marketing campaigns.
• Increased website traffic up to 300% and click through rate 
• Tracked KPI’s through multimedia channels and compiled relevant data (Engagement, Views, Impressions) to present to clients and leaders.