SOHA Diamond Co.
Account Planning
In my Account Planning and Strategy course, my teammates and I crafted a research and marketing communications strategy for SOHA Diamond Co., our agency's account.
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As a family-owned, locally-based, appointment-only, lab-grown diamond store, SOHA's customizable offerings provided my agency group with distinct challenges - as well as an opportunity to explore a unique, rapidly growing industry.
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SOHA
Working account management and account planning roles, I developed strategies to increase SOHA's brand awareness, boost appointments, and generate additional revenue. To achieve this, I conducted research (e.g. interviews, focus groups, Simmons demographic data, and census information), identified a Strategic Value Consumer (in this case, a Millennial who prioritizes ethical sourcing), developed recommended positioning, crafted a message strategy, formed a campaign strategy, and composed a creative brief.
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Now equipped with a comprehensive research and marketing communications strategy, SOHA Diamond Co. is sure to shine bright in the future!
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SOHA