Analytics & Data
In the realm of analytics and data, my approach is rooted in a meticulous and strategic analysis, ensuring that every decision is informed by robust data insights and aligns with overarching business goals. This philosophy is vividly illustrated through my analysis of social media trends for the University of Vermont's Instagram account and the creation of a detailed business plan for a hypothetical startup, Swipeless in Seattle. Both projects underscore my capability to sift through extensive datasets, extract meaningful patterns, and apply these insights to enhance brand engagement and market presence. From optimizing social media strategies to crafting data-backed marketing plans, these initiatives demonstrate my commitment to leveraging analytics to drive success and build compelling, data-driven narratives.
UVM Social Media Analytics
In my role at the University of Vermont, analyzing social media analytics became a crucial part of understanding and enhancing our engagement strategies, particularly through the lens of our Instagram account's student takeovers. This project involved a detailed examination of various metrics, such as completion rates, engagement trends, and follower activity, to glean actionable insights. For instance, we discovered that our highest completion rates were notably achieved by stories posted close to significant dates like the Early Action deadline and before Accepted Students Visits, suggesting timing played a key role in viewer retention.
Further analysis revealed that stories with the most success shared common attributes: they were concise, capped at fifteen posts or less to maintain engagement, and featured diverse content styles that highlighted the unique aspects of UVM life. Our data showed that engagement peaked on Sundays at 7 pm, guiding us to adjust our scheduling to optimize reach and interaction.
This analytical approach not only allowed us to refine our content strategy for future takeovers but also underscored the importance of storytelling in fostering a connection with our prospective student community. By sharing authentic student experiences and insights, we were able to create a more engaging and informative platform, as evidenced by the positive feedback and increased application rates following these Instagram takeovers. This project exemplified the power of data-driven decision-making in crafting effective social media strategies that resonate with our audience, contributing significantly to our overall marketing and admissions efforts.
Case Study: Hypothetical Business Plan
I am excited to share with you a recent project that not only underscores my passion for innovative solutions but also highlights my analytical abilities and proficiency in working with complex data. This case study revolves around "Swipeless in Seattle," a concept born from identifying a significant gap in the market for in-person social interactions aimed at fostering romantic connections and friendships.
Swipeless in Seattle, envisioned as a membership-based social club located in Seattle's South Lake Union, aims to revolutionize the dating scene by moving it from the digital realm to real-life, organic interactions. Recognizing the growing dissatisfaction with online dating platforms, Swipeless offers a trendy, warm ambiance conducive to genuine conversations and connections. By day, it functions as a co-working space for professionals, and by evening, it transforms into a vibrant venue hosting a variety of events designed to facilitate relationship building.
Executive Summary
The development of Swipeless involved creating a comprehensive 31-page business plan and a detailed 5-year financial model encompassing over 16,000 cells (415 columns and over 190 rows). This model not only assessed the financial feasibility of the startup but also intricately mapped out the operational, marketing, and growth strategies essential for its success. My analytical process included market research, competitor analysis, and financial forecasting, ensuring a robust and viable business proposition.
Analytics and data mastery
The financial model I constructed served as the backbone of the project, demonstrating my adeptness at handling complex datasets and extracting meaningful insights. This was not a template downloaded off of the internet — it was a months-long creation that kept growing as the business assumptions became more speculative. It is setup as a funnel:
Part 1: Expenses
Part 2: Assumptions
Part 3: Memberships & Events Data
Part 4: Revenue Calculations
Part 5: Expense Calculations
Part 6: Net Profit Calculations
Part 7: KPI's
It's constructed month-by-month for 5 years, detailing how the business would perform in an optimistic, realistic, and pessimistic scenario. The sheet is dynamic and changes based on the assumptions laid out in part 2 - which can affect everything else, ultimately calculating a break-even date in all 3 scenarios.
Through rigorous analysis, I was able to project revenue streams, operational costs, and potential growth trajectories, underpinning the strategic decisions made throughout the planning phase.
The marketing plan for Swipeless is a multifaceted approach designed to build a strong, recognizable brand that speaks directly to the desires and frustrations of young adults navigating the modern dating landscape. Through a blend of digital innovation, strategic partnerships, and community engagement, we aim to establish Swipeless as the go-to destination for those seeking meaningful connections in the Seattle area and beyond. Here are some of the highlights.
Marketing and growth strategy
In crafting the marketing and sales strategy for Swipeless, we're adopting an approach tailored to resonate with the digitally-savvy GenZ and Millennial demographics, who are actively seeking authentic alternatives to the impersonal nature of traditional dating apps. Our strategy hinges on engaging these young adults through various digital and experiential channels, emphasizing Swipeless's unique value proposition as a tangible solution for forging meaningful connections.
Digital Presence and Provocative Messaging: At the heart of our strategy is the Swipeless website, designed to captivate our audience with bold, relatable language that challenges the status quo of online dating. We plan to position Swipeless as the definitive antidote to the disillusionment many feel with conventional dating platforms, utilizing a tone that's both provocative and empowering. This website will not only serve as a portal for membership sign-ups but also as a central hub for our community to explore upcoming events and features.
Social Media and Targeted Advertising: Recognizing the pivotal role of social media in our target demographic's daily lives, we're launching targeted ad campaigns on TikTok and Instagram, platforms where our audience thrives. Our TikTok-first strategy acknowledges its unparalleled reach among GenZ, while Instagram serves as a secondary but vital channel for broader engagement. These efforts will be complemented by strategic placements on Facebook and potentially Twitter, ensuring comprehensive coverage.
Leveraging User-Generated Content: We aim to harness the power of our community through user-generated content, encouraging members to share their Swipeless experiences. This grassroots marketing effort will be amplified by incentives for referrals, transforming satisfied members into passionate ambassadors of the Swipeless brand.
Comprehensive PR and Influencer Collaborations: A robust PR push at launch will aim to capture the attention of local media, bloggers, and influencers, generating buzz and establishing Swipeless as a thought leader in redefining dating culture. Partnering with influencers and local celebrities will further extend our reach, bringing Swipeless directly into the conversations of our target audience.
Hyper-Localized Content and Event Marketing: Collaborations with local podcasts will create content that speaks directly to the Seattle community, enhancing brand visibility and relevance. Additionally, hosting and sponsoring local events will provide tangible experiences for potential members to engage with Swipeless, reinforcing the brand's commitment to fostering real-world connections.
Content Marketing and Beyond: Our strategy extends to creating valuable content, including a blog and videos offering dating advice and insights, positioning Swipeless as an authoritative voice in the dating scene. Plans for future marketing include provocative billboards in strategic locations and a referral program to incentivize community growth.
Contact
Jason Goldfarb is a seasoned marketer and communications strategist. He lives in Seattle, WA with his golden retriever, Marvin.
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