Academic Project 1 – McGee’s Barbershop
Project Overview
This project was completed as part of my postgraduate studies in digital marketing. The client, McGee’s Barbershop, is a local grooming business based in Ottawa, aiming to modernize its presence and expand its customer base.
Presentation Slides
Objectives
Increase brand visibility by 25% over 12 months
- Expand market share by 15% in the Greenbank area
Strategy
Improve digital presence with a new website, SEO, and online booking
Use Google Ads, Facebook, and Instagram to target young professionals and families
Offer special promotions and loyalty programs (e.g., free haircut after 5 visits)
Engage in local events and collaborate with nearby businesses
KPIs
- Website traffic and ad clicks
- Email open rates and SMS response
- Social media follower growth, video views, and post engagement
Social media Calendar & Budget
Comprehensive rollout calendar with seasonal promotions and local event tie-ins.
Digital advertising and promotions within a manageable local budget.
Key Learnings
- Understood the importance of aligning marketing efforts with local community culture and values
- Learned to design multi-channel IMC strategies customized for a small business
- Improved ability to balance creativity with measurable KPIs
- Gained hands-on experience in strategic planning, messaging, and media allocation
Academic Project 2- Kin Club of Orléans
Project Overview
As part of my postgraduate marketing program, I led a digital strategy project focused on increasing awareness, engagement, and membership for the Kin Club of Orléans, a local nonprofit organization. Using digital marketing principles, we developed a multi-channel approach based on consumer insights, content planning, and campaign design tailored to community engagement.
Objective
Understand the club’s current digital presence and develop a strategy to increase member recruitment using digital platforms, localized messaging, and integrated outreach efforts.
Research & Audience Insights:
We used a mix of digital qualitative research methods:
Focus Groups: Identified perception gaps and motivational drivers
Recollective Online Interviews: Gathered digital behavior insights
Secondary Research: Local demographic and digital usage trends
Key Findings:
- Barriers: Time constraints, low visibility, and lack of digital engagement
- Motivators: Community impact, social connection, flexibility
- Preferred Channels: Facebook, community newsletters, local forums
Key Learnings
Audience segmentation
Social media strategy
Content planning
Cross-channel integration
KPI and engagement metric planning
Digital Marketing Strategy
- Facebook Campaign:
Developed a storytelling-based content calendar (member spotlights, event promos, volunteer posts) and proposed geo-targeted boosted posts within a 10km radius. - Email Funnel:
Created segmented subscriber lists with a welcome email series and quarterly newsletters. - Local Partnerships:
Planned cross-promotion via digital flyers and social content with local organizations (e.g., retirement homes, sports clubs). - Performance Tracking:
Set KPIs (followers, engagement, sign-ups) and recommended monthly reviews with survey-based feedback loops.