Graduate School Projects | 2021 - 2024

The following marketing plan proposes an online value proposition that encompasses Spears’s fun and quirky personality but allows room for angst and frustration, ultimately fostering new strength and empowerment: The freedom to be. Using this as a foundation for strategy and tactics, this report outlines primary objectives in the quest to set Spears up for success. By implementing consistent branding throughout her social media platforms, crafting intentional messaging within well-defined campaigns, and heavily promoting her music and merchandise, Spears’s brand will become cohesive and clearly speak to her specified target audiences: millennial women, Gen Z girls/women and the LGBTQ+ community.

Serendipity Media offers both publishing and marketing services: This is its biggest differentiator, but it is only recently that Serendipity Media adopted the title of "publishing and marketing agency." How this is communicated to Serendipity's comprehensive audience is the challenge. Current messaging is not aligned, nor does it capture or effectively communicate what Serendipity is, what it does and most importantly, the why behind all processes, methods and actions. 

Having lost several clients and consistent business during the COVID-19 pandemic, Serendipity is in a volatile position. Efforts are needed to retain current clients, immerse them in the Serendipity experience and promote them to brand advocates. In addition, Serendipity is in need of new business. Defined opportunities and services should be effectively presented and sold to Serendipity's audience at large.