Portfolio This page showcases my work including copywriting, product shots, infographics, reports, research design and proposals, and presentations. Copywriting I was excited to step into a copywriting role at Costa Rica Global Learning Programs (GLP) after copywriting for numerous assignments during my time at Seneca Polytechnic. LinkedIn Copy for GLP Facebook Copy for GLP Copywriting For Assignments at Seneca Polytechnic Does Nature Do It Best? 5 Organic Ingredients for Soft, Radiant Skin The skin is our biggest organ and it’s important to take care of it, but that shouldn’t come at the expense of the environment. Organic skincare is well regulated, better for biodiversity, causes less pollution, is typically biodegradable, and it may be better for your skin too. The five organic ingredients listed below can help soothe and hydrate dry, sensitive, and itchy skin and even address skin concerns like eczema. Oatmeal You may know that oatmeal makes an easy breakfast, but did you know it’s also a gentle moisturizer? But make no mistake, the oatmeal in your kitchen isn’t the same as what’s in your skincare! In skincare products, oatmeal is in a powder form called colloidal oatmeal, which contains chemicals called avenanthramides that are anti-inflammatory and anti-irritant. The chemical properties of oatmeal make it a gentle and eczema-friendly ingredient that can calm irritated skin. Aloe Vera Soothing aloe is a great home remedy for sunburns and a powerful ingredient in skincare. The gel-like substance from an Aloe Vera plant is soothing, calming, cooling, and is great for hydrating the skin. This makes it well suited for dry, sensitive, or reactive skin. If you can’t get a hold of an aloe plant, look for it in your skincare for a calming effect. Jojoba Oil Jojoba oil is the liquid extracted from the seeds of a perennial shrub called the Simmondsia Chinensis. These shrubs are native to the desert areas of Egypt, Mexico, Arizona, and California. Jojoba oil contains enriching ingredients including vitamin E, vitamin B complex, copper, and zinc. Jojoba oil is also hydrating, anti-inflammatory, soothing, fights fine lines, and can even remove make-up. Unlike most oils, this powerhouse oil isn’t comedogenic so it’s suitable for acne prone skin too. Rose Roses have become synonymous with romance, so you may think of it as showing yourself a little self-love when you select a product with rose in it. In skincare products, rose often shows up as rose water. Rose water is made by distilling rose petals with steam. This creates a pleasant, fragrant water full of antioxidants, polyphenols, and flavonoids that soothe the skin. Due to its anti-inflammatory and moisturizing properties, rose can also help reduce redness and soothe the irritation of eczema. Vanilla Vanilla begins in the pods of the orchid plant, Vanilla planifolia, that is native to Mexico, and it’s more than a delicious flavour. Vanilla has secured its spot in skincare products because it is rich in antioxidants and vitamins. Vanilla can also help brighten dull and dry skin, sooth redness and irritation, and calm acne flair ups. The scent of vanilla can also help induce calmness, making it a wonderful addition to a nighttime skincare routine. Switch to Organic Switching to naturally sourced, environmentally friendly ingredients will keep your skin, and your conscious, squeaky clean. So, look out for these organic, sensitive skin friendly ingredients to unleash your healthiest, most radiant skin! Product Shots Below are images I took for an assignment for a Visual Communications course at Seneca Polytechnic featuring a Kindle. I really enjoy using GOBOs to create visual interest and seeing how I can use my own belongings to create an engaging scene. Email Marketing Email Mockups Created During Internship at Ethical Local Market Infographics This infographic was created alongside the above article for an assignment for a Content Marketing Management course at Seneca Polytechnic. I adhered closely to Lush’s visual and verbal brand identity to create an engaging infographic that looks as though it belongs on their socials (if they used them). Reports Below are reports created for two different courses at Seneca Polytechnic, Influencer Based Marketing and Customer Relationship Management, respectively. Such reports showcase my ability to conduct research, synthesize information, and present it succinct and visually enticing ways. Research Design I have also created research design proposals during my time at Seneca. The title of this project is “Green for Green: Nescafe’s Potential to Increase Market Share With Instant Matcha Lattes.” Although it is a bit long, I believe it showcases my analytic skills and understanding of the market and market processes. I’ve also created a survey and product mock-up for this assignment which can be viewed here. Overview of the Opportunity or Challenge Nescafe, owned by Nestle, sells various instant coffee beverages. By expanding its product line to include instant tea latte options, Nescafe could capture a larger audience in Canada. The proposed tea latte is an instant matcha latte. Since major competitors such as Starbucks offer matcha lattes in store, but not yet instant packets for purchase, Nescafe could be the first to make such an offering and thus capture this market. The global matcha tea market size is estimated to be valued at 2.26 billion USD by 2025 and is expected to have a compound annual growth rate (CAGR) of 4.7% from 2019 to 2025 (Grand View Research). This growth will be seen the most in North America where there is an expected CAGR of 5.3% (Grand View Research), meaning Nescafe could benefit from being an innovator and early mover. Objectives Over a month-long period, through qualitative and quantitative primary research (a survey), this project will uncover if Canadians have an interest in and a desire to purchase instant matcha latte drinks from Nescafe. Over a 3 month period, through quantitative secondary research, this project will discern if Nescafe can anticipate an increase in sales by expanding its instant beverage offerings to include tea latte options. Deliverable Outcomes A thorough market research report of the potential of a Nescafe product expansion in Canada. A minimum of 40 survey responses from Canadians in the target audience for the Nescafe product expansion. The sample may offer an indication as to whether or not this is a market deserving of future inquiry from larger-scale studies that can prompt participation with incentives. Target Market The study will differentiate between current and prospective Nescafe customers but profile information remains consistent. See more information about target market in the appendix. Gen Z Nescafe Lovers + Trend Hoppers Nescafe Lovers + Health Conscious Millennials Age: 18 to 28 Location: GTA Income: Low to middle Habits: Splurging on little treats for themselves, spending lots of time at home due to hybrid work and school situations, looking for entertainment and ideas online Platforms Used: Instagram, Tiktok, and YouTubeValues: Novelty, treating oneself, convenience, and sustainable options Pain Points: Bland tastes, overpriced drinks at cafes, and limited instant beverage options Age: 29 to 39 Location: GTA Income: Middle to upper middle Habits: Working from home and/ or from the office, squeezing in time for workouts, finding moments to relax with movies and books Platforms Used: Instagram, Facebook, and YouTubeValues: Sustainability, natural ingredients, convenience, and healthier treat options Pain Points: Having to spend $5 to $7 on speciality drinks at cafes, not liking decaf options and not having lower caffeine alternatives, drinks that are too sugary and sweet Sampling Plan *See appendix for calculations. Gen Z Nescafe Lovers Estimated Population Size: 276,721Sample Size: 30Expected response rate: 33% (Lindemann) Total expected responses: 9-10 Recruitment Plan: Post CTA on personal channels on Instagram, encouraging audiences to continue to distribute (i.e., snowball sampling). Nescafe fan pages will also be located, wherein a post or comment about the survey will also be shared. Millennial Nescafe Lovers Estimated Population Size: 285,335Sample Size: 30Expected response rate: 33% (Lindemann)Total expected responses: 9-10 Recruitment Plan: Post CTA on personal channels on Instagram and Facebook, encouraging audiences to continue to distribute (i.e., snowball sampling). Nescafe fan pages will also be located, wherein a post or comment about the survey will also be shared. Gen Z Trend Hoppers Estimated Population Size: 1,871,000Sample Size: 30 Expected response rate: 33% (Lindemann)Total expected responses: 9-10 Recruitment Plan: Post CTA through Instagram and Facebook, encouraging audiences to continue to distribute (i.e., snowball sampling). Health Conscious Millennials Estimated Population Size: 1,929,240Sample Size: 30 Expected response rate: 33% (Lindemann)Total expected responses: 9-10 Recruitment Plan: Post CTA through Instagram and Facebook, encouraging audiences to continue to distribute (i.e., snowball sampling). Research Methodology Qualitative and quantitative secondary research will be conducted via databases such as Statistica and Mintel. Similar data will also be collected through articles located through Google search. Qualitative and quantitative primary data will be collected via online survey using Google Forms. Budget This project will be undertaken for purely academic reasons and therefore there is no allocated budget. To keep costs to a minimum, only free resources will be utilized (ex. Statistica, Mintel, Stats Canada, etc.) and no incentives will be offered to participants. Fielding Timeline February, week 1: Preliminary (secondary) research and planning February, week 2: Survey Design February, week 3 and 4: Distributing survey to target group March, week 1 and 2: Data collection and analysis March, week 3 and 4: Data cleaning, synthesizing, and drawing conclusions from study and research April, week 1: Present findings to stakeholders April, week 2 and 3: Creating a thorough report for stakeholders to be submit on April 16th Data Analysis Survey data will be collected through Google Forms. Utilizing Google Forms “Responses” category, the data will begin to be assessed. To better visualize, analyze, and clean the data, it may be exported into an Excel sheet if necessary. Findings from the survey will then be compared to secondary data collected for the report and cross analyzed to draw final conclusions. Probable Outcomes This project expects to find that at least 40% of Canadian survey respondents will express interest in and desire to purchase an instant matcha latte beverage for consumption at home. It is anticipated that since the market for instant drinks is dominated by coffee products, the instant tea latte market is a niche with great potential. Ethical Considerations For the privacy and security of all participants, no personally identifiable data must be collected and following the completion of the final report, raw data should be erased to ensure participants data is never vulnerable. Additionally, participants must be aware of how their survey submissions will be utilized. There must be a proper disclaimer indicating that there are no incentives for participation and that their answers will be used for strictly academic purposes. Further Considerations and Planning Given that there is no allotted budget from Seneca to offer incentives, it is possible that the respondents will be below the expected 9-10 per group. In this case, conclusions will have to be drawn tentatively with minimal data. Additionally, while the secondary data collected may indicate that Canadians like matcha, that research was collected for separate purposes. It may only measure sentiment, rather than willingness to buy. As such, the survey design will aim to tease out whether or not consumers are interested in purchasing an instant matcha latte product, not just if they like the idea of it. This is the strength of primary research, that it is designed to serve your purposes, rather than secondary data which you must try to make fit within your framework. Appendix Target Market Rationale The instant coffee market continues to grow steadily (Mordor Intelligence), but the instant tea latte market is underdeveloped, leaving Nescafe well equipped to branch out. Importantly, Gen Z is eager to try new flavours and 71% have expressed interest in trying Asian-inspired coffee drinks (Mintel). As such, it may be unsurprising that matcha’s popularity has “exploded in recent years,” with matcha-flavoured beverages growing over 202% in the US alone (Bhattacharya). Health conscious consumers, namely millennial and older consumers, have also gravitated towards matcha for its perceived health benefits and lower caffeine levels (Cangeloso and Laster; Bhattacharya). Calculation of Target Population Size In 2022, 17% of Canadian respondents who drank coffee at home drank Nescafe (Ridder). If 87% of coffee drinkers in Canada prepare their coffee at home (“Covid 19 and Canadian Coffee Consumption”), and there are approximately 1,871,000 Gen Z in Ontario and approximately 1,929,240 Millennials in Ontario in total (Statistics Canada), the estimated population size of current Nescafe drinks in the Gen Z group is 276,721, and 285,335 in the Millennial group. Gen Z Nescafe drinkers = 87% of 1,871,000 = 1,627,770 then 17% of that group = 276,720.9 Millennial Nescafe drinkers = 87% of 1,929,240 = 1,678,438.8 then 17% of that group = 285,334.6 Works Cited Bhattacharya, Paroma. Matcha Report 2021: Will Matcha Rule the Tea World? | World Tea News. 21 July 2021, https://www.worldteanews.com/issues-trends/matcha-report-2021-will-matcha-rule-tea-world. Cangeloso, Lenore, and Janese Laster. “5 Science-Backed Health Benefits Of Matcha Tea.” Forbes Health, 5 Jan. 2024, https://www.forbes.com/health/supplements/matcha-tea-health-benefits/. Coffee and RTD Coffee – US – 2023: The Consumer – Fast Facts. Mintel, 2023, https://reports-mintel-com.libaccess.senecapolytechnic.ca/display/1201133/?fromSearch=%3Ffreetext%3Dlatte%26resultPosition%3D6&highlight. Coffee and RTD Coffee – US – 2023: Trended Coffee Consumption. Mintel, 2023, https://reports-mintel-com.libaccess.senecapolytechnic.ca/display/1201135/. Instant Coffee Market – Size, Share & Companies. Mordor Intelligence, https://www.mordorintelligence.com/industry-reports/instant-coffee-market. Accessed 4 Feb. 2024. Lindemann, Nigel. “What’s the Average Survey Response Rate? [2021 Benchmark].” Pointerpro, 9 Aug. 2021, https://pointerpro.com/blog/average-survey-response-rate/. Matcha Tea Market Size, Share & Growth Report, 2025. Grand View Research, 2018, https://www.grandviewresearch.com/industry-analysis/matcha-tea-market. Ridder, M. Top Coffee Brands in Canada 2020. Statistica, 13 Jan. 2022, https://www-statista-com.libaccess.senecapolytechnic.ca/statistics/541929/coffee-brands-used-at-home-canada/.Statistics Canada. Profile Table, Census Profile, 2021 Census of Population – Ontario [Province]. Statistics Canada, 9 Feb. 2022, https://www12.statcan.gc.ca/census-recensement/2021/dp-pd/prof/index.cfm?Lang=E. Presentations Below is a brief (roughly 5 minute-long) presentation of my report on Delta’s CRM (Customer Relationship Management). This report was created for an assignment at Seneca Polytechnic during my first semester. Want to see more? You can check out some of content I’ve made for my personal social media channels here!