A.C.E
A.C.E
A.C.E
Director | Producer| Video Editor
As part of my studies, I worked for my school's student-run agency, Martin Hall Agency. This was my first opportunity to work directly with a real client. As a strategist and copywriter, I communicated closely with the client and conducted consumer interviews to better understand both the brand and the people it served.
You can't imagine New York without its iconic storefronts, Paris without its cafés, or New Orleans without the sounds and flavors of Bourbon Street. Some establishments become more than places of business; they become part of a city's identity. Every so often, a business has the potential to transcend commerce and become something greater: a cultural landmark, a gathering place, a catalyst for creativity, and a reflection of the community it serves.
The Retail Lab has the potential to become just that for Morgantown.
Problem:
Despite its unique combination of sustainable fashion, local art, and community involvement, The Retail Lab struggled with limited brand awareness, low digital visibility, and a lack of customer retention strategies. Its identity and marketing efforts weren't fully communicating what made the store worth visiting.
Insight:
Morgantown consumers value local businesses, sustainable fashion, and one-of-a-kind products. But beyond shopping, they seek experiences that encourage self-expression, creativity, and connection with their community.
Solution:
Reposition The Retail Lab as more than a retail store: a community hub for fashion, art, and creativity. Develop an integrated marketing strategy combining social media storytelling, guerrilla marketing, local partnerships, experiential events, and customer loyalty initiatives to increase awareness, engagement, and repeat visits.
You can't imagine New York without its iconic storefronts, Paris without its cafés, or New Orleans without the sounds and flavors of Bourbon Street. Some establishments become more than places of business; they become part of a city's identity. Every so often, a business has the potential to transcend commerce and become something greater: a cultural landmark, a gathering place, a catalyst for creativity, and a reflection of the community it serves.
The Retail Lab has the potential to become just that for Morgantown.
Every so often, a business has the potential to transcend commerce and become something greater: a cultural landmark, a gathering place, a catalyst for creativity, and a reflection of the community it serves.
The Retail Lab has the potential to become just that for Morgantown.