Form and Function Marketing
Background
Form and Function (F&F) is Northwestern's only student-run marketing agency. Every quarter, the club works with local Evanston businesses as well as startups founded in The Garage (Northwestern's incubator) and the Kellogg School of Business to focus on quarter-long projects that vary depending on the needs of the client. Each client team receives 1-2 clients to report directly with, allowing us to receive real feedback about the work we're doing. Every meeting also includes an industry news update, campaign case studies, and guest speakers that include F&F alumni and others in the industry. F&F offers marketing services in the following areas:
My Roles
Throughout my time in F&F, I have worked on 4 different project teams for the following clients: PAL (a wearable device startup for the Autistic Spectrum Disorder community), Tilt (a college-access equality startup), Posey (a personalized skincare subscription startup), and The Whitespace Challenge (a design competition hosted by Northwestern and PDMA). With these clients, my projects have included website and social designs, brand strategy, content strategy, and market research.
Website and Social Design
The Whitespace Challenge at Northwestern needed to refresh their website with a new design after this year's competition in order to attract more participants as well as new potential judges and corporate sponsors. I redesigned the site completely to have a better flow of information for current participants, interested students, and companies. Below is the redesigned homepage, prototyped in Adobe XD and them implemented through Squarespace.
Tilt wanted to have readily-available assets to use for their social channels. Our team created a brand strategy for them to implement on social channels, along with assets for them to deploy as needed. Below is an Instagram story highlight that I created using Canva.
Brand Strategy
Tilt also needed a brand strategy to guide them as they created essential assets such as their logo and promotional materials. I was tasked with creating a brief that outlined our team's vision for the brand, including targeting/positioning, as well as a brief brand standards guide they could utilize to get off the ground.
Content Strategy
PAL tasked our project team with creating a guide for how to interact with ASD (Autistic Spectrum Disorder) community members on social channels, which was delivered in a slide deck presentation (below on the left). Tilt had a similar ask specifically for Twitter, as they wanted to start a conversation about college-access equity online and offer resources for those that need it. Our team created a bio, analyzed the audience, and suggested accounts to follow/retweet as well as creating tweets for them to post when they want to engage (below on the right).
Market Research
PAL needed to understand exactly how their products could fit into the lives of ASD users that would benefit from their technology. Our team conducted qualitative interviews with special education teachers as well as parents/caregivers to better understand this space and generate insights for PAL.
Similarly, Posey needed to better understand one of their key audience segments: College Students. As a personalized skincare company they wanted to know the skincare habits of college students, and what they were willing to do and pay for clearer skin. Below includes summaries of our quantitative and qualitative data, obtained through Qualtrics surveying and structured interviews respectively.
