Hi, I’m Lailah!

I’m a recent marketing graduate from the University of North Texas with a keen eye for innovative, fresh, and cutting-edge strategies.

I am dedicated to crafting experiences that leave a joyful and enduring mark in your memory.

I’m a bordertown girl from El Paso, TX with a deep love for music.

My musical journey eventually took me into the world of Mariachi music, where I’ve been playing violin and singing for the better part of 9 years!

You can learn more about me through one of my recent projects here :)

The AMAzing world of marketing

The American Marketing Association plays a pivotal role in the professional growth and development of numerous young future professionals, offering them a transformative experience.

From chairing a committee and spearheading guerrilla marketing campaigns to participating in national conferences and competitions, the AMA has provided me with vast opportunities to showcase my passion for marketing.

The 2023-2024 UNT AMA Executive Board

Marketing Week

01

Brief

The 2023 national AMA Marketing week competition’s main objective is to:

1. Showcase the significance of AMA for individuals and clients engaged in marketing-related roles, including those who work, teach, or study the field.

2. Inform individuals outside the marketing department about the global impact and importance of marketing.

02

Task

Devise a creative, attention-grabbing, cost-effective, and impactful method to promote our marketing organization during marketing week.

03

Solution

• Executed a guerrilla marketing campaign featuring the widespread distribution of mysterious rubber duckies across campus, each equipped with a QR code that linked to our organization's social media accounts. Nearly 100 individual scans were achieved.
  

• Installed a large inflatable duck in the center of the UNT business building, effectively capturing the attention of passersby.

• Orchestrated a week-long promotion on Instagram and TikTok by delegating tasks to my advertising committee, ensuring that we shared daily reminders of our fundraisers, meetings, and collaborations with other chapters throughout the week.

• Maintained a cohesive theme for the week's Instagram posts, enhancing the campaign's overall impact and making it stand out.

AMA

AMA’s Instagram Profile

The UNT AMA chapter received national recognition and was invited to present on the success of our Marketing Week at the 2024 International Collegiate Conference during the Chapter Leadership Sessions.

This opportunity allowed our audience, which included chapters from across the United States, Canada, and Puerto Rico, to gain inspiration and learn from the key elements that made our Marketing Week a success.

Our slide deck:

mcdonald’s

guest speaker

promotion

01

Brief

AMA had the privilege of hosting Monica Hayes, Vice President of Operations at McDonald's, at the University of North Texas.

During her visit, she shared valuable insights into her role and its responsibilities.

This unique occasion allowed our members to engage with and learn from an executive from a prominent industry leader.

Solution

• Designed floor decals that creatively incorporated both the McDonald's and AMA logos, along with a QR code that provides additional information when scanned.
  

• Strategically placed the decals in high-traffic areas of the UNT business building to maximize visibility.
  

• Continual reminder and promotion of the event through lawn signs, flyers, digital ads, and Instagram posts.

• Successfully negotiated with professors to offer extra credit as an incentive, resulting in increased participation.
  

AMA

Monica Hayes speaking to students at UNT.

Branding Workshop

01

Brief

As my final year as Vice-President of Advertising began, I eagerly welcomed my new committee to the captivating realm of advertising. One of the most rewarding aspects of my role has been the chance to befriend and mentor fellow students.

My primary goal was to ensure that they felt well-prepared to actively contribute to shaping the organization's social media image and presentation.

AMA

02

Task

Develop a comprehensive and interactive strategy to acclimate my committee with our organization's brand image expectations.

Solution

• Developed an educational presentation focusing on brand image fundamentals and style guide principles, with a specific emphasis on their application to Instagram posts.
  

• Designed a brand palette and recommended typography choices for our Instagram content, in addition to defining logo usage and an overarching style direction.
  

• Conducted a hands-on workshop with my committee members, where each participant created a self-introduction post on Canva. This exercise allowed them to apply the covered specifications in a practical manner.
  

AMA

MEETING THE TEAM

01

Brief

As the new AMA executive board welcomes the academic year, each individual VP is given the opportunity to introduce themselves to incoming members, and take the spotlight for a day.

02

Task

Produce introduction videos for each board member to establish a closer and more personal connection with our members.

Solution

I tasked our eight VPs with recording personal video introductions, providing them with a set of questions to answer, including what they plan to contribute to AMA this year, what their hobbies are and what their favorite part of the organization is.

They also shared images and videos that represented their personalities and hobbies. Following the video editing process, these introductions were shared on our organization's Instagram and LinkedIn accounts as part of a week-long campaign, with each VP taking over for a day.

Introduction Video

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Brokerage Firm & Freight Fowarder

KF Logistics – a brokerage firm and freight forwarder from my hometown, El Paso, Texas. When I jumped into the driver's seat of their website redesign project, it was like diving headfirst into a whole new world.

I was a budding marketing enthusiast, and this project was my crash course. We're talking logistics, transportation, brokerage and notary services--it was a chance to experiment with a unique industry.

Promotional campaign for the 2021 innauguration. Footage by LFDC Studios

Coverage of company’s new studio set.

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Fitness Center Concept

For my MKTG 4890 project at the University of North Texas, we were assigned to create a product or service extension for an existing brand.

Our group chose DarcSport, a relatively new athleisure brand that has gained significant popularity in recent years. We conceptualized "Wolves' Lifting Club," a unique gym designed to enhance the brand's community and engagement.

DarcSport's clothing is sleek and modern, evoking a sense of fearlessness and exclusivity. Inspired by this, we aimed to create a gym space that embodies the same qualities.

Our vision was to offer state-of-the-art equipment, exclusive member perks, and exclusive access to drops.

Our target market comprised primarily millennials and Gen Z, with a specific focus on engaging bodybuilders, powerlifters, and fitness enthusiasts.

We aimed to create a gym space that mirrors the edginess of DarcSport and embody their most renowned mottos: "It's not for everyone, it's for us," "More than fabric," and "Never F*NG give up!"

Paid Promotional Mockup

Our gym extension includes advanced machinery, posing rooms, saunas, lockers, personal training services, and a physical shop. Additionally, members enjoy exclusive access to special product releases and discounts on competitor services.

Our communication plan strategized to maintain DarcSport's existing monochromatic, cohesive design across all our marketing materials including digital and print advertising. Additionally, we aimed to establish partnerships with fitness influencers and IFBB Pro bodybuilders, integrating sponsorship packets to expand our reach.

Collaborative presentation by: Caether Crutsinger, Erin Tolbert, Karen Garcia, Tiffany Moreles, Joshua Gause and Lailah Rodriguez

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Women’s Fashion Boutique

Stylevine was my creative escapism project, allowing the more expressive side of my personality to come to life through the content I crafted.

Whether it was presenting the latest clothing arrivals each week or producing entertaining TikToks and Reels, our audience expressed genuine liking for the videos, and I took joy bringing them to life!

Company’s Instagram Profile

Content preview

After a year of successful collaboration, we were able to witness a notable 20% increase in weekly sales following the publication of content on Instagram and TikTok.

Our Instagram Reels garnered an average of 6,000 views, demonstrating the effectiveness of engaging content in enhancing brand visibility and driving sales for StyleVine.

1) Your personality as a powerful tool; audiences crave a genuine connection with the creator.

2) Embrace a fearless approach to experimenting with new ideas; innovation fuels growth.

3) Foster a sense of connection between the audience and the creator/brand; authentic engagement is paramount.

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Fitness Center

During my first bodybuilding preparation, I took on a role in managing my coaches' Instagram and TikTok accounts, contributing to the rejuvenation of their small private gym with a polished and sophisticated appeal.

The objective: shed light on the gym’s community through amiable content creation, offering a glimpse into our daily activities and promotions of meals, supplements, workout programs and their recently introduced smoothie bar.

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Noshi: Organic Food Paint for Kids

Reimagining Noshi's brand strategy with a comprehensive proposal aimed at redefining its essence and market resonance. Our activation proposition merges strategic insight with creative innovation to propel Noshi into a new era of influence and engagement

Our national AMA case competition emphasizes an effort to mitigate homelessness in the Dallas area.

In a world where companies wield substantial influence, our team sees marketing as a potent force for creating meaningful and lasting social change.

Gallery

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Leave Your Mark, Make It Memorable

lailahrfournier@gmail.com

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