Sarah Anthony -

Hello! I’m Sarah, a recent graduate from American University- Kogod School of Business where I received my Master’s in Marketing. Through my undergraduate liberal arts education, I gained a greater understanding of the individual, cultural, and greater societal experience. Additionally during my time working on Strike Magazine, Florida State’s student run lifestyle & cultural publication I gained skills in leadership, creative production, and collaboration. I have a robust understanding of the field of marketing as my MS program focused on integrated marketing communications giving me exposure in areas spanning from brand strategy, research marketing, service marketing, digital advertising, and beyond.

I am an advocate for positive social change, and I hope to utilize my marketing tools, multifaceted undergraduate liberal arts knowledge, and extracurricular involvement to strengthen communities and build meaningful relationships.

A joint partnership between American University and RedPeg Experiential Agency. Developed a marketing strategy for WhistlePig's PiggyBack Bourbon and Rye.

Project: Conducted research to articulate a marketing strategy. My team and I developed an IMC plan to address the branding question of whether or not the two products belonged in the core portfolio or as a brand extension.

Strategy: Leaning in on data and emerging trends we developed a series of strategies for advertising and partnerships and additionally featured the company's infamous pig within our campaign approach.

Solution: By focusing on the relaxation and seasonality elements associated with whiskey consumption we developed the campaign "Discover the art of relaxation in every season with PiggyBack". We additionally provided some partnership ideas, a social media activation, a experiential activation, a budget and media calendar, and finally some additional recommendations.

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Project: Audit and provide recommendations for a company’s digital marketing in the form of a business memo.

Problem: Somewhat inconsistent messaging across social platforms. Having a strong online presence provides them with an opportunity for digital growth.

Solution: Leveraging Instagram and Facebook to get their message across. We recommended they recenter their target audience and focus on local growth and fostering the community feel.

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Collaboration with the Smithsonian National Museum of Natural History

Project: Create a marketing plan to help increase traffic to the Smithsonian National Museum of Natural History. My team and I were assigned to target teens and young adults in the District of Columbia, Maryland, and Virginia (DMV) areas.

Strategy: Conducting a focus group and sending out a survey to uncover the possible reasons for the lack of representation among this segment.

Solution: By leveraging social media, partnering with universities around the DMV, and creating opportunities to network by offering after dark events with live music or other incentivizing offerings.

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