Hi, I'm Tony
I’m a recent graduate from San Jose State University, holding a B.S. in Business Administration with a focus on Marketing. My academic background has equipped me with a solid understanding of the field. During my studies, I gained hands-on experience through an internship on a mayoral campaign, followed by a role with the Mayor's Office after the successful election. These experiences allowed me to assist with social media initiatives, email marketing, and community engagement efforts, reinforcing my passion for the field. I’m now seeking opportunities to launch my career in marketing, where I can contribute to creative projects and continue to grow professionally.
Photography
Social Media Content
Course Projects
CV & Certifications
Photography
During my internships, I honed my skills in event photography, capturing key moments at political events and public engagements. On the side, I’ve also pursued portrait photography, working with individuals to create personal and impactful images.
Social Media Video Content
Later in my internship with the Mayor's Office, I was tasked with creating video content for the mayor's social media pages. I focused on promoting city cleanup initiatives, showcasing the mayor's efforts, and encouraging community involvement.
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Social Media Content
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X (Twitter)
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Stukent Social Media Simulator
“The Social Media Simternship is a social media marketing simulation designed to give students real-world experience with platform-specific strategy.” - Stukent
Product Segment Research
Conducted product segment research and proposed a service to fill a gap in the market
CommUniverCity College Day Marketing Plan
Consulted for a real-world organization’s IMC strategies
Stukent Social Media Simulator
In this project, I served as the Social Media Manager for Buhi Supply Co., an e-commerce and retail bag supplier, through the Mimic Social simulation. Over 12 weeks, I crafted and managed 7 to 12 social media posts per week across multiple platforms, strategically allocating a $5,000 weekly advertising budget. My responsibilities included analyzing content performance, optimizing posting strategies, and selecting the most effective channels to boost brand visibility. The project culminated in a comprehensive social media plan and a set of actionable recommendations to enhance Buhi's online presence and drive website traffic.
Product Segment Research
In this project, my team and I conducted an in-depth analysis of the transportation and safety service segment around San Jose State University, focusing on the university's existing escort services. Through our research, including surveys and interviews, we identified key gaps in service usage and student awareness, uncovering significant safety concerns in downtown nightlife and a strong demand for improved safety services among students.To address these issues, we developed and proposed an alternative service, "Safety Buddy," designed to fill the gaps. The marketing plan emphasized convenience, quick service, and accessibility through a dedicated app. The project highlighted the potential for increased safety to boost local economic activity and proposed strategic partnerships and marketing initiatives to engage the target audience.
CommUniverCity College Day Marketing Plan
This project focused on revitalizing CommUniverCity's College Day event to better engage underserved students and promote higher education. We enhanced their digital presence and marketing strategy to increase visibility and effectiveness. Additionally, we developed new resources and promotional materials to reach a broader audience. The project culminated in a strategic plan to boost awareness and support for College Day.
Executive Summary
CommUniverCity, a San Jose State University-based non-profit, aims to inspire underserved students in the San Jose area to pursue higher education through events like College Day. This nationwide event encourages K-12 students to consider college by offering interactive workshops and resources. The goal is to motivate these students to attend college after high school, ultimately uplifting communities and providing better opportunities for future generations.
Client Profile
CommUniverCity is a small non-profit with a team primarily composed of SJSU alumni and students, reflecting a diverse mix of women and persons of color. Their mission is to bridge the gap between underprivileged schools in Santa Clara County and the resources available at SJSU through various events and initiatives, including College Day.
Project Objectives
1. Enhance Online Presence:
- Update the CommUniverCity website by removing outdated materials, streamlining the donation process (e.g., adding a Venmo button), and improving the blog and links.
- Increase visibility for College Day by making it a prominent feature on the website and leveraging Instagram analytics to boost engagement.
2. Revamp Marketing Materials:
- Design an itinerary guide for teachers to plan College Day events on their campuses.
- Create and distribute posters and pamphlets (in multiple languages) to promote College Day and provide information to parents.
3. Create a Promotional Video:
- Collaborate with SJSU film students to produce a video montage showcasing College Day, which can be used for future promotions and donor outreach.
Current and Proposed Value Proposition
Current:
CommUniverCity’s mission broadly focuses on engaging, learning, and building within underserved communities.
Proposed:
CommUniverCity should emphasize its role in increasing high school-to-college conversion rates by providing educational resources and events like College Day. This clearer focus aligns with the organization's goal of uplifting communities through education.
Current and Proposed Target Audience
Current Audience:
CommUniverCity reaches students in several schools across Santa Clara County, aiming to expand county-wide. The target audience includes K-12 students from diverse backgrounds, with a focus on those from low-income households.
Proposed Audience:
Target schools in low-income neighborhoods more heavily, especially those identified as underperforming. Additionally, engage parents more directly, as they play a crucial role in influencing their children's decisions to pursue higher education.
IMC Strategy Analysis
CommUniverCity’s current marketing strategy for College Day includes monthly newsletters and minimal social media presence. To improve this, we recommend:
1. Website Optimization:
- Implement SEO tools to increase page authority and regularly update content.
- Reorganize the website to provide each event with its own dedicated page, featuring detailed information and multilingual content.
2. Enhanced Social Media Campaign:
- Increase the frequency and consistency of College Day-related posts on Instagram and other platforms.
- Utilize a highlights reel on Instagram to promote the importance of college and College Day.
3. Word-of-Mouth Marketing:
- Distribute promotional materials such as pamphlets to parents and college-themed activities for students.
- Develop a promotional video to increase visibility and understanding of College Day.
How the Strategy Addresses the IMC Objectives
By updating and optimizing CommUniverCity’s website, enhancing its social media presence, and creating new promotional materials, we aim to create a stronger voice for College Day. These efforts will increase awareness, improve outreach, and align with the organization’s objective of building a more educated community
CV & Certifications
