Dahlia Ferrer
MARKET & KEYWORD RESEARCH
Ford
Content Strategist
Context
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Re-write survey questions to re-start testing with a correct test group: we filtered for candidates that lived closer to our service area.
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Researched and gave a presentation on our actual demographic: which turns out are Spanish-speaking males 18-21 years old.
Action
Results?
Ford could finally start getting feedback from their true demographic!
Ford wasn't getting feedback from their users on project they had already begun that involved content. Immediately I suspected that their test group was not their target demographic. A little investigating found that their users were 1. too diverse and not within their actual niche demographic and 2. did not live or work within the project's service area or service hours.
VIP Services/My Little Circle
Consultant, Market Research & Marketing Campaign Planner
Context
A long-time VIP kid's services and concierge services wants to generate more profits from her website and put into action a marketing campaign catch the benefits of the busiest tourism season in St Barth, the French island in the Caribbean.
Action
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Researched using Artificial Intelligence (AI):
- Found key statistics on visitors to St Barth.
- Discovered which of the hundreds of products and services offered on the website have the most potential for high sales.
- Cross-checked AI's suggestions with data from actual website sales. -
Added knowledge from on-the-ground, experienced workers on the island.
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Used tourism data about wealthy Brazilians' travel tendencies.
Conclusions
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Was able to determine what products and services on which to focus and which duration (day, 5-day or week-long services) and during which months; etc.
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Calendared daily Instagram posts just before the high season.
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Editorial calendar of emails with content suggestions.
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Calendared a flier blanketing campaign on this small, lux island.
Olander Earthworks
Consultant, Market & Competitor Research
Context
The customer's only comment on their customers was that they are 25-55 year old women. Their content is too product based, not offering value to their potential customers. They also labeled companies selling similar products as "competitors," when in in terms of online competition, those companies are not, in fact, their competitors.
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Researched using Artificial Intelligence (AI) and Google Analytics:
- Blog audit, noting most popular topics
- Identified pain points and behaviors
- Adjusted keywords to include high-volume keywords that are pertinent to their demographic's actual pain points and behaviors -
Identified competitors
- Made suggestions for content changes based on what their competitors are doing right
Action
Coworking St Barth/Global Workspace
Consultant • Marketing Campaign Planner
Context
The only coworking space on the island, this exciting new office rents hotdesks, private offices and a conference room right in the heart of the capital, Gustavia.
Action
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Researched using Artificial Intelligence (AI) and presented the market research, specifically:
- Key statistics on businesses, residents and visitors
to St Barth. -
- Integrated survey results from our members and potential customers, as well as observations from other team members to determine behaviors and needs.
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Compared offerings with other coworking and business spaces around the world.
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Created a doable marketing campaign plan, including:
- new ads
- email campaign
- suggestions for networking event
- tablet in the window highlighting our clients' small businesses.
Conclusions
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Determined we must adjust the hours the spaces are available.
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Determined our price point is in line with the market.
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Presented action plan.