Projects

IMC Prez - Final (1).pdf

Because of B.R.A.Y.D.E.N.

IMC Marketing Client Campaign

Our team partnered with Because of B.R.A.Y.D.E.N., a childhood water‑safety nonprofit based in Charleston, NC, to develop a comprehensive IMC marketing campaign. We created an extensive plan book that outlined SB7‑aligned marketing and communication objectives, a refreshed brand guide, platform recommendations, and a full yearlong content calendar. The project also included website optimization and a custom site build, strategies for in‑person presence through branded merchandise and community partnerships, a water‑safety walk, a donation‑tier structure, and a newsletter plan, along with other visuals and graphics. Together, these deliverables provided a clear, realistic roadmap for increasing donations, expanding membership, and strengthening the organization’s long‑term impact.

Brochure

Brand Guide

NONA's

Brand Management Campaign

In my Brand Management course, my team partnered with NONA’s, a local chocolate confectionery in Hudson, Ohio, to develop a strategic brand management plan that strengthens their presence in the Hudson and Greater Cleveland area. We conducted research on their ideal audience, aspirational brand positioning, IMC channels and gaps, visibility challenges, and customer retention opportunities. From there, we proposed experiential branding ideas, merchandising and packaging updates, loyalty program concepts, and long‑term expansion recommendations. The goal was to provide NONA’s with clear, actionable direction to elevate their brand, attract more local attention, and support sustainable growth.

NonasChocolate_Presentation.pdf

NONA's Mood Board

Proposed Mural Design

NONA's Mural Suggestion - Molly Bergstrom

Best Buy Company Analysis Presentation.pdf

Best Buy Company Analysis

Strategic Management Team Project

This project required our team to produce an extensive strategic management paper and accompanying presentation analyzing Best Buy’s current position and long‑term competitiveness. We conducted a full external and internal analysis, a detailed SWOT assessment, and evaluated the company’s financial performance to identify key challenges and opportunities. From this foundation, we developed strategic recommendations, including repair and refurbishment initiatives and small‑business collaboration models that were each supported by clear implementation plans. Together, the paper and presentation offer a comprehensive roadmap for strengthening Best Buy’s strategy and guiding future growth.

Glow Recipe

Brand Management Project: Brand Elements & Choice Criteria

In this project, for my Brand Management course, I used the skincare brand Glow Recipe to create a brand‑element mood board that captured the energy and aesthetic of their identity, while also analyzing the memorability, meaningfulness, and likeability of their brand.

Glow Recipe Brand Elements & Choice Criteria.pdf

Customer Experience Journey.pdf

Liquid Death

Brand Management Project: Customer Experience Journey

For this project in my Brand Management course, I analyzed the full Customer Experience Journey for consumers of Liquid Death. I broke down each stage of the journey and examined the marketing content that supports it, along with the actions, motivations, questions, and pain points customers experience from initial awareness through advocacy. This allowed me to understand how Liquid Death strategically guides consumers, reinforces its brand identity, and removes friction points throughout the process.

ELF Cosmetics

Brand Management Project: Brand Discovery

I completed a brand discovery for e.l.f. Cosmetics by reviewing their overall identity, bold and playful brand tone, and the range of products they offer across makeup and skincare. I identified their core audience of Gen Z and young millennials who value affordability, and trend‑driven products, and I analyzed key competitors like MAC Cosmetics, ColourPop, and NYX to understand how e.l.f. positions itself in the market. While also evaluating their recent marketing wins and examined a current campaign to see how they use cultural moments and digital creativity to strengthen relevance and deepen consumer engagement.

Brand Discovery - E.L.F..pdf

YETI Brand Resonance Model - Molly Bergstrom.pdf

YETI

Brand Management Project: Brand Resonance Model

I conducted a brand resonance analysis for YETI, examining how the brand builds emotional connection through its rugged identity and “built for the wild” positioning. Using insights such as YETI products being “engineered to withstand all conditions,” I evaluated how the brand meets psychological needs like resilience, exclusivity, and connection to nature. I analyzed the feelings YETI evokes, along with performance expectations. I also assessed customer perceptions and explored how YETI strengthens loyalty through innovation, community storytelling, and experiential engagement. This work highlights how YETI’s lifestyle‑driven approach fuels a passionate, highly engaged consumer base.

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