The Abbey Effect

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The Abbey Effect *

Creative Collections

Project Overview:

This project involved an in-depth analysis of Oreo’s market share and advertising spending from 2019 to 2022, examining trends, key influencing factors, and strategic recommendations for future growth. The study assessed how consumer behavior, economic conditions, and marketing strategies impacted Oreo’s performance within the cookie category.

Key Findings & Impact:

  • Market Share Trends: The analysis revealed that Oreo’s market share fluctuated due to external factors such as the COVID-19 pandemic, shifts in consumer preferences, and pricing strategies. While 2020 saw significant growth due to increased snack consumption, subsequent years highlighted the need for innovation and product differentiation.

  • Advertising Spending Correlation: Despite increased ad spending in 2021, Oreo experienced a decline in market share, emphasizing that higher marketing budgets do not always translate into greater consumer engagement. The findings supported a strategic reallocation of advertising funds to optimize ROI while sustaining brand visibility.

  • Strategic Recommendations: The project proposed a refined marketing approach focusing on product interactivity, natural ingredients, and brand repositioning to drive engagement. It also recommended a targeted reduction in ad spend to balance investments across Mondelēz International’s broader brand portfolio.

Takeaways:

  • Data-driven insights are crucial for aligning marketing investments with actual consumer behavior and industry trends.

  • Strategic budgeting, rather than increased spending, can enhance brand sustainability and profitability.

  • Consumer preferences continually evolve, necessitating innovation and adaptive marketing strategies.

This project reinforced the importance of analytical decision-making in brand strategy, ensuring that marketing efforts are both impactful and cost-effective.

Project Overview:

This project is a personal chapter book written entirely in Mandarin Chinese, detailing various aspects of Abbey’s life, including her background, family, hobbies, and experience studying abroad in Shanghai.

As part of her Mandarin Chinese minor, Abbey dedicated countless hours in college to learning the language. This project was one of many assignments that required her to demonstrate fluency, cultural understanding, and storytelling skills. In addition to writing structured narratives like this, she also delivered biweekly speeches in Mandarin, strengthening her spoken communication skills.

Project Requirements & Skills Demonstrated:

  • Linguistic Proficiency: Writing and structuring a cohesive narrative in Chinese while maintaining proper grammar and vocabulary.

  • Cultural Insight: Incorporating personal experiences that reflect cultural immersion and adaptability.

  • Creative Presentation: Designing a visually engaging format with images, enhancing readability and storytelling.

  • Public Speaking & Communication: Practicing biweekly speeches in Mandarin, developing confidence in oral fluency and pronunciation.

Impact & Takeaways:

This project strengthened Abbey’s written and spoken Mandarin skills, proving her ability to communicate effectively in a foreign language. It also reinforced her ability to adapt to different cultural contexts, structure compelling narratives, and present information clearly—skills that translate well into marketing, branding, and global communication roles.

Project Overview: CU Art Museum Campaign

As an Account Manager for her Senior Capstone, Abbey helped develop a strategic campaign to promote Second Saturdays at the CU Art Museum. The goal was to increase brand awareness and event participation among adults aged 30-50. This project combined market research, audience segmentation, media planning, and creative strategy to drive community engagement.

Key Responsibilities & Contributions:

  • Market Research & Audience Segmentation:

    • Conducted consumer research to define three key personas:

      • The Crafty Consumer (30-35 years old): Creatively inclined individuals seeking personal wellness activities.

      • The Mom & Dad (35-45 years old): Couples looking for an interactive and engaging date-night experience.

      • The Empty Nesters (45-50 years old): Adults exploring new hobbies post-COVID.

    • Performed a competitive audit and industry analysis using IBISWorld and Mintel Reports to assess museum trends and visitor behaviors.

  • Media & Advertising Strategy:

    • Developed a targeted media plan, incorporating:

      • Boosted Facebook ads, reaching 24,000–30,000 views over three months.

      • Print ads in the Boulder Daily Camera, engaging 57,500 readers per issue.

      • Local community group postings to enhance grassroots marketing efforts.

    • Allocated a budget of $1,500 across digital and traditional media platforms, optimizing for engagement and conversions.

  • Creative Campaign Execution:

    • Crafted engaging taglines and messaging like "Want to Reignite the Child in You?" and "Find Your Muse" to appeal to target demographics.

    • Developed content strategies for social media and outreach marketing to drive attendance.

Impact & Takeaways:

Abbey’s work helped enhance community engagement, refine audience targeting, and optimize advertising spend for the CU Art Museum. This project highlights her expertise in market research, strategic planning, and multi-channel marketing execution, demonstrating her ability to translate consumer insights into impactful campaigns.

Project Overview:

This project is a social listening and brand analysis report on Rent the Runway (RTR), a rental clothing company that pioneered the "Closet in the Cloud" model. Abbey conducted market research, sentiment analysis, and competitive benchmarking to evaluate RTR’s brand perception, customer engagement, and industry positioning.

Key Responsibilities & Contributions:

  • Market & Consumer Research:

    • Analyzed RTR’s market value ($165.16M) and revenue projections ($72M-$74M).

    • Investigated brand partnerships with 750+ designer labels and customer engagement strategies.

  • Social Listening & Sentiment Analysis:

    • Tracked brand mentions, hashtags (#RentTheRunway, #OOTD, #StyleInspiration), and online discussions.

    • Identified key positive trends (CEO achievements, sustainability efforts) and negative feedback (customer service complaints, size inclusivity issues).

  • Audience & Behavioral Insights:

    • Determined that RTR’s primary audience is women aged 25-34, not younger adults, as initially hypothesized.

    • Discovered an emerging audience of women in their mid-30s to 50s using RTR for milestone events.

  • Competitive Analysis:

    • Compared RTR’s positioning to competitors like Stitch Fix and ThredUP.

    • Found that consumers prefer RTR for special occasions but use ThredUP for casual wear.

Impact & Takeaways:

Abbey’s research provided data-driven recommendations for RTR, including improving customer service and enhancing engagement with micro-influencers. This project strengthened her skills in digital marketing analytics, consumer behavior analysis, and strategic brand positioning—key competencies for roles in market research, social media strategy, and brand consulting.

Project Overview:

As a Property Management Intern at Greystar Real Estate Partners in Raleigh, NC, Abbey Shaw played a key role in marketing, leasing strategy, and community engagement for a 315+ unit lease-up property. She worked on brand development, resident programs, and direct marketing efforts to enhance occupancy and retention rates.

Key Responsibilities & Contributions:

  • Marketing & Direct Outreach:

    • Managed social media and direct marketing campaigns to attract prospective residents.

    • Created branded content and resident engagement initiatives to enhance leasing success.

  • Resident Engagement & Loyalty Programs:

    • Designed and launched the Solis Circle Loyalty Program, providing exclusive perks and discounts at local businesses.

    • Developed the Founders Circle campaign, offering incentives to early move-ins.

  • Community Event Planning:

    • Organized events such as Sip & See open houses and pop-up tailgates, fostering community engagement.

    • These efforts generated 2–5 monthly resident referrals, directly contributing to lease-up success.

  • Market Research & Competitive Analysis:

    • Conducted market surveys and pricing evaluations to position the property competitively.

    • Assisted in construction walks and leasing tours, helping develop informed marketing strategies.

Impact & Takeaways:

Abbey’s contributions directly increased resident engagement and leasing efficiency, proving her ability to drive results through strategic marketing, community-building, and creative event planning. Her work in social media, branding, and resident retention programs showcases her expertise in real estate marketing and experiential strategy.

Muse Marketing Save Our Rox Campaign

Project Overview:

As part of Abbey Shaw's internship at Muse Marketing LLC, she played a key role in developing the Save Our Rox campaign, a nonprofit initiative dedicated to preserving the Red Rocks in Roxborough Park from commercial development. This campaign focused on community engagement, awareness-building, and grassroots advocacy to protect local wildlife, historical landmarks, and environmental integrity.

Key Responsibilities & Contributions:

  • Strategic Marketing & Outreach:

    • Created compelling marketing materials, including the RIT Member Flyer, to inform and mobilize residents.

    • Developed messaging that highlighted key concerns such as wildlife disruption, historical conservation, traffic safety, and light pollution.

  • Community Engagement & Advocacy:

    • Assisted in organizing a community event to rally local homeowners and stakeholders.

    • Encouraged public participation through petitions, newsletter sign-ups, and donation efforts.

    • Promoted Save Our Rox initiatives via social media and local outreach to amplify awareness.

  • Creative Campaign Development:

    • Designed promotional materials aligning with the campaign’s branding and mission.

    • Ensured messaging was clear, persuasive, and action-oriented.

Impact & Takeaways:

Abbey’s work on Save Our Rox demonstrated her ability to craft effective advocacy campaigns, engage with communities, and execute strategic marketing initiatives. This project highlights her content creation, public relations, and nonprofit marketing skills.