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MY RESPONSIBILITIES  

  • Develop brand strategy briefs and presented internally to Design Teams. 

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  • Compile weekly competitor, industry, and social media reports and presented to clients including Robinhood and SONY.

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  • Perform competitor analysis and consumer segmentation to

  • guide client brand decisions for companies such as ROCKWOOL and Kasier Permanente. 

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  • Use engagement monitoring software, Cision, to identify consumer trends. 

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  • Analyze digital footprint of influencers to determine potential brand risk for multiple Kellogg’s accounts.

MY CLIENTS

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ROCKWOOL

HIGHLIGHTED WORK

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Map of proposed location. 

ROCKWOOL factory. 

HOW DO WE MANAGE RISK WHEN PLACING A FACTORY?

In 2022, ROCKWOOL was set to open an insulation plant in Wallula, WA. Our team of 4 was tasked with assessing key consumer segments and interest groups to determine the location's suitability and anticipate potential issues.

IDENTIFYING WHO CARES, AND WHY?

ROCKWOOL RISK AREAS

  • ROCKWOOL uses coal to produce insulation, raising environmental concerns, as seen with their Ranson, WV factory in 2020.

  • Key community concerns:

    • Water pollution.

    • Fossil fuel use.

    • Limitations of electrical power because of"dirty grids."

    • Job creation.

    • Community comfort with the factory.

STAKEHOLDER IDENIFICATION

  • Tribal leaders 

    • ​Yakama (closest to tri cities area)

    • Hour away from Confederated Tribes of the Umatilla Indian Reservation, 46411 Ti'mine Way, Pendleton, OR 97801
      Wallula was a permanent village site for Wallulapum (Walla Walla) Indians as well as a place of intertribal encampments of Walla Wallas, Cayuses, and Nez Perces numbering several thousands in late summer.

  • Environmentalists (especially air and water issues) 

  • Local activist groups

  • National activist groups with influence in Walla Walla/Tri Cities.

  • Influencers likely to cover this event. 

  • News organizations (local and national).

  • Social media presence.

  • Local businesses (for potential employees, especially construction.)

  • Labor unions. 

SHAPING CLIENT CHOICE THROUGH INSIGHT

Following the identification of risk areas for ROCKWOOL and its key stakeholders, a comprehensive sentiment analysis revealed that establishing a factory in Wallula, WA would likely exert a detrimental influence on consumer loyalty and the company's brand reputation. We presented these findings to our client to guide their decision. 


IN ADHERENCE TO COMPANY POLICIES, I AM UNABLE TO DISCLOSE OR DISCUSS CLIENT DATA.

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