The Task: 

Create a comprehensive advertising strategy for a company you believe could leverage it effectively. This task served as the culminating project for Com 640 Strategic Advertising Management, a part of my MS in Communications program at Purdue University. As an enthusiast of Dashing Diva Nail Care Products, particularly their gloss palette nail strips, I recognized an opportunity for a more robust advertising initiative, particularly during the holiday season, within the retail sphere.

The Process: 

Initiating the project, I delved into the early history of Dashing Diva, identifying their aspiration to expand within the retail market. Subsequently, I conducted store audits at prominent retailers like Target and explored the latest trends in nail care. The culmination of these efforts was documented in my slide presentation. Drawing insights from the historical background, retail audits, and trend analysis, I crafted a communication strategy tailored to boost retail sales, with a special focus on leveraging Dashing Diva's distinctive product offerings during the holiday season.

The Outcome: 

My presentation garnered positive feedback from both my professor and classmates, resulting in an A+ grade. I believe that if presented to the actual Dashing Diva marketing team, it could inspire them to explore further retail executions. While I was initially disappointed by the lack of retail displays, it's possible that they have found online sales to be more lucrative, especially considering how quickly their holiday designs sell out on their website.