REI is an outdoor retail chain that sells a variety of gear along with offering educational classes and trips. Due to REI's diverse offerings, REI has become the nation's largest co-op. Although REI does tremendous business they have been looking for new markets to grow in. My team and I were tasked with helping REI discover how they could expand their market share among Asian American's.
This assignment required that each group help develop, bring to life and launch a new entertainment form. We were tasked with creating a self-help comic book. The comic book had to be for teenage girls between the ages 13-17 years old.
One major challenge that brands face is how to keep people excited about them, while still staying true to the brand. For this project, my team and I were asked to bring new life to a mature brand by creating an intricate campaign and helping them launch a product that would build excitement for the brand.
Brands are always looking to see how they can grow. The goal of this assignment was to find a brand that we felt could expand itself beyond traditional advertising. We were responsible for choosing a brand that we felt was being socially responsible and then create a way that we could convey that to consumers.
For my thesis, I was responsible for finding a client I was interested in and tasked with helping them overcome a challenge. My client presented me with the job of finding a way to increase the film industry in Virginia and present them with a strategy that they could implement.