Working with the Community to Help Local Culture and Art Journalism

During this semester, I had the rewarding opportunity to work on a digital marketing project for a local small business as part of my Digital Marketing course through Chapman University. Collaborating with my teammates, Ruhi Shrawagi and Karmjot Uppal , we partnered with a journalism organization in Orange County that highlights arts, cultural events, and food recommendations to celebrate the area's rich cultural diversity.

Key highlights from the Project:

• Search Engine Optimization (SEO): During the time with this project, we conducted research on our client's website to see how their website ranked on search engines. During this research, we looked at keywords, ALT text, checked the accessibility of the website, and more. We recommended various implementations to help further increase their rank among SERPs including ideas on new keywords, and more descriptive ALT text.
• Customer Segmentation: We worked to create personas of potential customers to help target and reach future audiences. With this information of these personas, our client can create ads and target their landing page to reach these demographics.
• Digital Marketing Campaign: When working with our client we laid out an example of a content calendar for their digital marketing efforts including posts on Tik Tok, Instagram, Facebook, and more! Along with the calendar we also created mock email marking campaigns to target the personas we created in hopes to better reach their audience and target market.
• Reputation Management: Lastly, we took a deep dive into reputation management for our client to see how they ranked online when looking up negative keywords. Luckily, our client has done everything right and has little to no negative reputation. The only thing was other companies were appearing when searching for our client so, we made sure to recommend keywords to help rank them higher so their target market can see the correct information!

Information Learned from Project

• Real-world marketing skills: With this project, I learned valuable information about SEO, social media management, digital marketing, and other valuable skills in digital marketing that I am excited to share and use in the future.
• Teamwork: While working with this team, I feel as though I gained valuable knowledge of how to work effectively with a team and how to collaborate effectively to achieve a desired goal.
• Time Management: While working on this project, I developed time management skills while meeting deadlines. With this experience, I feel as though I gained a better understanding of how to juggle multiple projects at once and meet deadlines which will be very beneficial in the future.

My Personal Impact:

During my time working on this project, I feel as though I gained a lot of experience through hands-on learning by working with a real-world client. With each phase of this project, I gained knowledge, not only about my client, but also about digital marketing, search engine optimization, and how digital marketing can affect a brand. This was such an exciting project to work on and I want to thank Eva Finn, M.Ed., CC for guiding me and my group through this because without her guidance this wouldn't have been as informative and had such a big impact on me!