Project: HEB Capstone

Date: Fall 2023

Task: As VP of 512 Studios, I led the development of a comprehensive marketing campaign for H-E-B supermarkets targeting college-aged consumers (18-24) in Central Texas to increase brand loyalty and app usage.

Takeaways:

  • Identified "demi-adults" as a distinct consumer segment transitioning to independence who seek brands that provide convenience, community, and authenticity

  • Conducted primary research with 696 respondents aged 18-24 in Austin and San Marcos, uncovering key insights about shopping preferences and brand perception

  • Developed the "Close to Home" campaign concept to position H-E-B as a source of comfort and stability during this life transition

  • Created targeted personas (Practical Pablo and Romantic Rachel) to guide strategic messaging and media placement

  • Designed a $636K integrated campaign across OOH, digital, experiential, and influencer channels to maximize reach and engagement

Skills Used: Market research, consumer persona development, strategic campaign planning, media mix optimization, digital integration, creative concept development, budget allocation, experiential marketing