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Marketing Portfolio

Nga Nguyen

BA - Marketing

California State University, Fullerton

2016

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Table of Contents

Resume…………………………………………………………………………………………………………………………..3

Executive Summaries

Market Research (Roomie App)…………………………………………………………………………….4

Advanced Business Communication (Walmart)……………………………………………………..6

Marketing Information Technology (Brave Little Ones)………………………………………....8

Lynda Certificate

Sales Fundamentals……………………………………………………………………………………………10

Public Relations Fundamentals …………………………………………………………………………..11

SEO Fundamentals………………………….………………………………………………………………….12

Google AdWords Essential Training…………………………………………………………………….13

Google Analytics Essential Training…………………………………………………………………….14

phuongnga49@gmail.com | linkedin.com/in/phuongnganguyen

NGA NGUY EN MY VALUE PROPOSITION

Travelling and working in different cultures make me more flexible and creative in approaching and solving new problems. Deeply understanding about various Asian markets and frequently working in high pressure environments allow me to perform well in multiple marketing projects at the same time.

EDUCATION

California State University, Fullerton. Fullerton, CA

B.A., Business Administration: Marketing, expected 2016

Related courses: Market Research, Consumer Behavior, Marketing Information Technology, Retail Marketing Strategy

Singapore Management University Singapore

2015 Global Summer Program. Focused on Asia Pacific business & hospitality services Worked in a cohort of 80+ international students from 16 different countries

MOST RECENT WORKS

5/15 – Present CSUF American Marketing Association Fullerton, CA

Director of Special Events

Managed Marketing Olympics – a full-week event with keynote speakers and competitions, attracted 140 attendants

Managed a committee of 5-9 members from 5 different cultural backgrounds. Communicated daily with AMA executive board, Advertising departments, Special Event members and guest speakers to make sure all events run smoothly

Directly managed 7/10 accounts and supervised 3 other accounts for AMA Marketers Networking Gala – an event connecting between 10 marketing companies and students to provide career development opportunities for 200+ AMA members.

03/16 – Present Agency|51 Advertising Santa Ana, CA

Account Executive Intern

Work with account managers to build partnership data for multiple industries; create pitching materials and propose promotional strategies for clients

09/15 – 02/16 CSUF University Extended Education Fullerton, CA

SEO Specialist

Read Google Analytics reports to gain insights from customers

Analyzed 10+ websites and developed strategies to have better SEO results and online traffic; tools used include: MozBar, Google AdWords and Google Search Console; used Visual Studio to edit HTML contents

5/15 - 09/15 !NCRDBL Brands, Inc. Santa Ana, CA

Online Marketing Intern

Conducted research, analyzed current efforts & proposed online marketing strategies for SuperMex Restaurants; topics covered include SEO, content marketing, social media, website redesign, emails and customer engagements

Built target customer profile for a new business; created contents and communicated through various online channels to reach the right audiences

SKILLS & ACTIVITIES

Proficient use of Census, BAO, MRI, Nielson and Tapestry reports to build target customers’ portfolio

Solid use & analysis of social media (Facebook, Twitter & Instagram).

Certified in Google Analytics, Google AdWords, SEO, Sales & PR

Strong use of Excel: apply regression analysis in sales forecast; excellent use of Microsoft Word & PowerPoint

Intermediate use of Adobe Photoshop for building social, email and web graphics

Ability to quickly learn and apply new softwares in my projects to work more effectively

Bi-literate: English & Vietnamese

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Launching Roomie App

MKTG 379 - Market Research

Instructor: Dr. Sunil Thomas, CSUF

Contribution:

● Created a prototype for the App

● Created the survey questions, ask people to fill in the survey

● Used Qualtrics to analyze the survey results

● Wrote recommendations

This report provides an analysis and evaluation of the feasibility of launching a new

app that will help college students search for new roommates. The primary focuses of the

report are to obtain information from our target market to execute the needs and wants of

the app, to have effective brand management, and to create customer awareness. The

findings of our research will help the app have a higher success to generate customer

retention. Having Cal State Fullerton students as the target market the focus is to find:

market opportunity, understand consumer behaviors and needs, find the best methods to

connect to our consumers, and learning how to optimize the exposure of the app itself.

Methods of analysis included qualitative and quantitative research to help discover

the most desirable app features, common customer behaviors, and other related variables

that can affect the performance of the app. Qualitative research was executed with one-on-

one interviews with students to get an in depth insight of consumers desires and behaviors

when using an app. The quantitative research is based upon an online survey containing

fourteen questions answered by sixty-two respondents that gave numerical data

information for our app. The majority of the measurement is based on the percentage of

agreement out of the total number of collected data. In addition, two ranking scales were

incorporated into to the research to anticipate the customer's needs and wants.

Results of the data analyzed shows that there are some common trends and

expectation for Roomie app. First, a successful app needs to be reliable and trustworthy.

Secondly, accessibility and efficiency for the app is expected in order to provide useful and

accurate information. Finally, app features also need to be user-friendly, interactive, and

free of charge in order to get customers attention. It is recommended that:

● Active promotion via social media platforms and word of mouth are essential to the

success of the app.

● Collaborating with university departments and services can alleviate the number of

users for a newly-introduced app.

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● Creating online forum with engaging conversations about campus resources to

maintain a retention ratio.

The report also investigates the fact that the analysis conducted has limitations. Some of

them include:

● The probability of there being a variance in users’ needs and wants depending on

the specific time period of the year, which would affect the performance of the app

on a cyclical basis.

● The app is only accessible for smart-phone users.

● There has been no existing forecasting figures or records in this particular research

area. Therefore, launching Roomie app is based on trial-and-error in order to find

out ways to improve.

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Improving Walmart

BUAD 301 - Advanced Business Communication

Instructor: Michael Collins, CSUF

Contribution:

● Proposed 3 solutions to improve Walmart’s customer services, including: training

program, in-store task specification and Social Media promotion.

● Created graphic designs used in the reports and presentation

This report analyzes ways for Walmart to become more productive, while increasing

customer and employee satisfaction through the company. Titanium Consultant Company

presents recommendations for fixing issues on employee wages and benefits, financial

problems improving customer service, reducing operating costs, and Branding issues.

Employee wages and benefits, financial problems

Low wages have been a problem with Walmart, creating protests. The cost to pay workers

to a range where they would be happy is not much. A recent study by UC-Berkeley found

that it would cost $0.46 a customer per trip, an amount that would increase the current

wage of $8.48 to $12.00

Improving customer services

The information for scores for customer service have been calculated by data from ACSI

(American Customer Satisfaction Index.) This data was conducted from 1995 to 2014, in

recent years since 2002; Walmart has had lower scores than competing stores one being

Target, its largest competitor. Three major issues were addressed, with solutions. The first

is products being stocked. Many items are damaged, and even past their expiration date.

The shelves are unorganized; having so many items has lead to crowded aisles. Upgrading

customer service training programs and adding more in-store guards will help solve those

problems. Secondly, there are not enough cashiers present at all available checkout lanes.

Increasing cashiers will be a cost but in the end it will lead to better customer satisfaction.

Lastly, unfriendly and unhelpful services are at the core of Walmart’s low score. An

aggressive marketing campaign online to build strong relationships with customers will

help that.

Reducing operating cost

Energy use is a big factor and can easily fixed with improving on interior and exterior

renovations. Having all light bulbs replaced with LED and implementing solar roof panels.

Employee overtime sets a lot of pressure to lower managers making employees do drastic

things, individual managers need to follow company policy and not fall under pressure.

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Marketing is a huge cost, a way to reduce a cost is to eliminate it, and one of the priciest is

reducing television commercials.

Branding solutions

Walmart already has a number of its own store labels, from Price First, Great Value, and

Sam’s Choice. The development of premium private label has a great potential for walmart.

This will premium label will be for higher quality products that will cost more, but will

show their commitment to current customers and future customers about their quality in

their products. The high quality items that Walmart should focus, should be food, apparel,

and beauty products.

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Brave Little Ones

MKTG 353 - Marketing Information Technology

Instructor: Dr. Yuna Kim, CSUF

Contribution:

● Conducted market research in hand-made printed clothing industry, described

industry and defined market competitor. Presented the result using SWOT analysis.

● Involved in creating target persona, proposing Google Adwords strategies and

forecasting campaign budget

This report analyzes current business performances of Brave Little Ones - an online

children's clothing shop located in Huntington Beach, California; in order to build up a

detailed target customer profile for the store and to propose appropriate marketing

strategies to help increase monthly sales and brand awareness.

Current online marketing efforts

Brave Little Ones have an official website to provide detailed product information and to

perform as a selling portal. They also maintain several social media accounts such as

Instagram (with more than seven thousand followers), Facebook and Pinterest; and plan

to expand their media coverage through opening new Twitter, YouTube, and Google+

accounts.

Market Research

SWOT analysis was applied, resulted in Brave Little Ones’ current strengths such as unique

products, great social responsibility, well-organized website and good contents on

Instagram. Their weaknesses include rarely-updated Facebook, Twitter and Pinterest; and

a limited target segment. The store should utilize opportunities from a growing Online

Baby and Infant industry and from seasonal factors; as well as consider threats from both

online and brick-and-mortar kid clothing stores in the area. Based on ESRI’s Tapestry

Segmentation report, Brave Little Ones defined the Boomburbs segment as their ideal

target customer; who are married women with one or two kids at the age of less than five

years old, work full-time, have median annual income and focus on their family and their

kids’ future.

Recommended Strategies

Some actionable recommended strategies for Brave Little Ones include: frequently

updating on Facebook, Twitter and Instagram; and incorporating social media contests to

deliver interactive content, gain higher traffics and obtain positive attention from

consumers. A Google AdWords strategy was proposed, with four main campaigns (named

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Sales, Brand. International and Charity); thirteen Ad-Groups and a list of various relevant

and popular keywords. For the AdWords campaign, a budget of maximum $150 for a

month was divided among three week, with weekly proportions of 20%, 30% and 50%

respectively. In addition, a Facebook Ad campaign was suggested, with a daily budget of

$35 which will reach about 4500 people within Facebook community. The ad will target at

all female users aged 18-65+ who are interested in charities, voluntary causes, children

and parenthood; and will emphasize on a 10% discount of the next purchase for all Brave

Little Ones’existing customers.

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Lynda Certificate

Certificate 1: Sales Fundamentals

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Certificate 2: Public Relations Fundamentals

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Certificate 3: SEO Fundamentals

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Certificate 4: Google AdWords Essential Training

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Certificate 5: Google Analytics Essential Training