WayPointer

Spring ‘22 was my first semester in the Texas Media & Analytics program. This was our class assignment, we were broken up into 5 groups for one large media deck formulation. Waypointer —a startup travel & tourism technology company asked us to develop a go-to-market strategy for their gamified loyalty program.

We proposed a nearly $4M external marketing budget across 7 US DMAs. The program outlined separate strategic plans for digital SEM, Social media, location-based, and event-based marketing programs. We also proposed various geographic and contextual messaging options for an array of target segments spanning 3 generations and including B2B, B2C, and C2B market strategies. 

My group was tasked with the third phase, which was the launch of the official network. My contribution was working on a large portion of the consumer Journey; when a person would download the app, to what will make them engage, to what will make them stay. I also got the opportunity to present to real clients, and walk through our ideation process.

This project challenged me to think outside the box and work with other talented people. It challenged my research skills, by forcing me to back up my strategy with research. I became better at showing why I came up with an idea.

For NDA reasons, not all information is on the slides.