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Strategy Portfolio
Party City
Trident Gum
Party City Campaign
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- PartyCity logo with Brendan Chesniak and Jaren Wilson
- Word cloud for Party City: Party, decorations, costumes, holidays
- Who is Party City? Founded 1986, 850 stores, largest party retailer
- Challenges for Party City: Covid, online shift, seasonal, debt
- Party City SWOT analysis
- 3 Positive Brand Attributes: Affordable, Convenient, Reliable
- Our Strategy to Success: PartyCity Amazon shop
- Group celebrating with confetti at a Party City event
- Event planning service process: order, delivery, setup. PartyCity.
- Our ONE THING: Accessible Celebration. PartyCity logo.
- PartyCity EXPRESS logo, 'We bring the party to you.'
- Storyboard: panicked mom uses Party City Express to plan a birthday party.
Trident Gum Campaign
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- Trident. Advertising Media Plan 2024, Jaren Wilson, ADVE 4100.
- Marketing challenges: declining gum sales, shifting preferences, and market saturation.
- Trident Media Goals: Promote gum, reverse sales, emphasize values.
- Target audience: women 25-34, professionals, urban, $40-49k, health-conscious
- Marketing analysis: Trident zero sugar driver, choices barrier, social media opportunity.
- Trident gum insights: zero sugar benefits and stress relief
- Core strategy for Trident gum
- Marketing tactics: social media (Instagram, TikTok, LinkedIn), retail in-store, and out-of-home ads.
- Promotional ideas: Fresh Start Office Sampling, Date Night Freshness Kits
- Flow chart of monthly social media and in-store marketing activities
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