I took part in the NU View Digital Marketing internship/workshop, in which I worked on a team of three, developing a digital marketing campaign for Saxbys Cafe. The campaign's main objective was to promote Saxbys ELP (Experiential Learning Program). I conducted marketing research in which I identified target demographics, KPI's, and possible methods to increase impressions and engagement rates. After identifying the primary age demographic for coffee shop customers as 18-24, I chose Spotify as the main platform because the majority of Spotify users fall within the same demographic. I also designed an activity that Saxbys could use to promote their E.L.P program even further, apart from running Spotify ads. This activity included a weekly raffle, in which Saxbys customers could enter after their purchase at one of the cafe's, for a chance to have their Spotify playlist played in a Saxbys location. At the end of each year, Saxbys would take the names of each weekly raffle winner and pick one name at random. The winner would then be offered a summer internship within the department of their choice (marketing, financial, customer service, etc.), as long as they were a student.
