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Jacob Shepard Fishman

Stock Market Graph

Marketing Plans

Copia Gummies

Copia - Wellness Gummies: 
Brand Launch + Competitive Strategy

  • Developed a premium positioning strategy

    • Positioned Copia as a luxury wellness gummy brand in the high-end health supplement market

    • Focused on eco-friendly packaging, science-backed formulations, and a clean, modern brand identity

  • Defined clear target audiences

    • Primary: Health-conscious Gen Z and Millennials in major cities

    • Secondary: Parents, aging adults, and wellness newcomers

    • Created detailed customer personas

    • Profiles included young NYC professionals, suburban moms, Bay Area entrepreneurs, and semi-retired Gen Xers

  • Built a dual business model

    • Phase 1: Direct-to-consumer (DTC) via Shopify and Amazon with personalized quiz-driven subscriptions

    • Phase 2: Premium retail partnerships with Whole Foods, Erewhon, and Alo Yoga

  • Designed a robust marketing strategy

    • Social media campaigns on Instagram and TikTok

    • Influencer partnerships and educational content

    • Loyalty programs tied to wellness experiences (e.g., Alo Yoga classes)

  • Outlined financial projections

    • Estimated $15.8M in first-year sales with a 1% market share

    • Budgeted ~$3M in start-up costs, covering manufacturing, marketing, and logistics

  • Recommended strategic priorities

    • Build brand prestige through top-tier partnerships

    • Differentiate with education and transparency

    • Expand loyalty and subscription programs

    • Optimize omnichannel sales

    • Cultivate an engaged wellness community

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Instacart 2026

Instacart 2026 Campaign:
Your Cart, Your Way

  • Conducted market and competitive analysis to identify key trends (quick commerce, subscription models, loyalty programs) shaping the grocery delivery landscape.

  • Helped define target audience segments including urban professionals, suburban families, and college students, with detailed consumer insights.

  • Developed a clear positioning strategy framing Instacart as the ultimate personal shopper offering variety, flexibility, and a personalized experience.

  • Contributed to the design of the #MyCartMyWay multi-phase campaign, integrating influencer partnerships, user-generated content, banner ads, and geo-targeted outreach.

  • Proposed PR activations like experiential pop-up “Cartwalk” events at major cultural touchpoints (e.g., Coachella, SXSW) to drive earned media and social buzz.

  • Recommended celebrity partnerships (e.g., Lizzo, Tabitha Brown) to amplify cultural relevance and connect with Gen Z and Millennial audiences.

  • Helped craft the media mix and budget allocation, balancing digital, traditional, direct, and experiential channels across an $800M total spend.

  • Established clear KPIs to track campaign success, including app download growth, multi-retailer order increases, brand sentiment shifts, and social media engagement.

  • Collaborated on partnership strategy aligning Instacart with eco-conscious and diversity-driven brands for co-branded campaigns and in-app collections.

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NES Group

NES GROUP SOCIAL MEDIA: 
Bringing Fresh Ideas To The Table

  • Ideated and pitched a multi-platform content strategy for NES Group (Feb 2025) to elevate brand storytelling and industry leadership.

  • “Wat’s Going On?” video recap series to spotlight team wins, project milestones, and behind-the-scenes culture.

  • Developed “Plans to Product,” a visual storytelling concept tracking projects from blueprint to finished build.

  • “Ribbon Cutting” short-form videos to celebrate project completions and reinforce client trust.

  • “Meet Us at the Show” animated promos to increase trade show visibility and drive event engagement.

  • TikTok-style event recaps to showcase NES’s personality and resonate with younger, digital-first audiences.

  • Conceptualized “From the Ground Up” timelapse videos to highlight transformation and teamwork over time.

  •  “Design Trend Report” series to position NES as a thought leader in financial and wellness design innovation.

  • Pitched the NES Insights Podcast to give internal experts a voice and engage clients through dynamic audio storytelling.

  • Focused on creativity, clarity, and content that brings NES’s mission, process, and people to life across digital platforms.

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Camp YJ

Camp YJ Social Media Strategy: Strengthening Community & Engagement

  • Developed a strategic social media plan for Camp Young Judea (Jan-Feb 2025) to boost engagement and enrollment.

  • Launched the “I Am _____” campaign to highlight camper experiences and personal growth.

  • Introduced Digital Shabbat, an interactive Instagram Live series featuring themed reflections and traditions.

  • Created Top 7 Week, a countdown-style campaign showcasing camp’s best experiences.

  • Implemented weekly parent testimonials to build trust and highlight camp benefits.

  • Expanded Throwback Switch-Up, launching a YouTube channel for nostalgic reunion content.

  • Focused on engagement-driven content, storytelling, and community-building to strengthen Camp YJ’s digital presence.

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NYU Final Project - Integrated Marketing INTG1-GC-1000 

Lululemon - LuluYOU Campaign Plan

  • Launched LuluYOU, a product customization platform for leggings and bags targeting Gen Z.

  • Focused on young, style-conscious women (ages 16–35) in NY & CA.

  • Differentiated from competitors with premium quality and in-store digital kiosks.

  • Used a 360° IMC strategy: TikTok/Instagram UGC, influencer partnerships, and email marketing.

  • Set goals of $300K revenue in Q1, 10K likes on launch post, and 2K TikTok videos.

  • Performance measured through CTR, conversion rates, UGC, and sentiment analysis.

  • Customization tested with loyalty members before spring launch.

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CLASS PROJECT - CAMPAIGN 1 FINAL PROJECT

Häagen-Dazs: “Indulge Without Compromise” Campaign

  • Contributed to the “Indulge Without Compromise” campaign for Häagen-Dazs.

  • Positioned the brand’s protein-infused ice cream as a premium yet health-conscious indulgence.

  • Targeted health-conscious millennials through social media, influencer partnerships, and out-of-home ads near gyms, cafés, and urban hubs.

  • Developed creative content strategies and seasonal product launches to drive engagement.

  • Utilized data-driven optimization to refine marketing efforts.

  • Set goals to increase brand awareness by 30%, engagement by 5%, and revenue by 10% by 2025.

  • Balanced Häagen-Dazs’ luxury brand heritage with the growing demand for guilt-free indulgence.

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CLASS PROJECT - American University

Yellow Tail Brand Audit: 
Strategic Market Analysis & Branding Insights

  • Conducted a brand audit of Yellow Tail to assess market positioning and consumer engagement.

  • Analyzed consumer-based brand equity, marketing effectiveness, and competitive landscape.

  • Identified Yellow Tail’s affordable, approachable identity as a key differentiator in the U.S. wine market.

  • Used survey data and valuation analysis to pinpoint opportunities for brand recall, digital engagement, and premium product expansion.

  • Recommended targeted social media campaigns like #FirstSipWithYellowTail to enhance consumer connection.

  • Proposed Yellow Tail wine flights to drive product discovery and strengthen brand loyalty.

  • Reinforced the brand’s tagline, "Great Wine for All," through innovative marketing strategies.

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CLASS PROJECT - "BRND Development"

Six Flags Las Vegas: Strategic Theme Park Expansion

  • Contributed to a strategic proposal for the development of Six Flags Las Vegas.

  • Aimed to revitalize post-pandemic tourism and fill a gap in the Las Vegas entertainment market.

  • Conducted market analysis, positioning strategy, and promotional planning.

  • Proposed partnerships with major Las Vegas hotels (MGM, Caesars Palace, Planet Hollywood) to drive attendance.

  • Focused on family-friendly attractions, immersive experiences, and unique Vegas-themed entertainment.

  • Recommended nighttime events and exclusive attractions to differentiate from competitors like Disney and Universal.

  • Targeted families and visitors under 21 to expand Six Flags’ audience and brand presence.

  • Positioned the park as a catalyst for local economic growth and a key player in Las Vegas tourism.

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CLASS PROJECT - American University 

South Block Digital Marketing Strategy:
Enhancing Brand Engagement & Awareness

  • Contributed to a digital marketing growth strategy for South Block, a community-driven juice and smoothie brand.

  • Conducted market research, audience segmentation, and competitive benchmarking to refine brand positioning.

  • Focused on social media influencer partnerships, SEO optimization, and cross-platform engagement.

  • Developed strategies for flavor release campaigns, influencer collaborations, and UGC-driven engagement.

  • Strengthened Instagram, TikTok, and website presence to connect with millennial and Gen Z audiences.

  • Created a structured budget and implementation plan to drive awareness and conversions.

  • Aimed to solidify South Block’s market presence in the DMV area.

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CLASS PROJECT - American University MKTG 411

ASLA Advertising Campaign: Promoting Green Spaces & Community Advocacy

  • Contributed to the Play ASLA campaign for the American Society of Landscape Architects (ASLA).

  • Raised awareness about the importance of outdoor spaces, public parks, and infrastructure.

  • Targeted families, community members, and policymakers to promote landscape architecture’s role in urban resilience.

  • Developed a multi-channel promotional strategy, including social media, out-of-home ads, radio, and PR.

  • Engaged local communities and national audiences through advocacy-driven messaging.

  • Encouraged public advocacy and legislative action for sustainable urban development.

  • Positioned ASLA as a leader in shaping healthier, more sustainable cities.

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Team Project - Global Tech Experience

Nöz Sunscreen: Digital Marketing &
E-Commerce Strategy

  • Developed branding and SEO strategy for Nöz Sunscreen.

  • Positioned Nöz as a reef-safe, vegan, and cruelty-free SPF brand.

  • Conducted customer analysis and refined the value proposition.

  • Optimized brand visuals and landing pages for engagement.

  • Implemented SEO research, A/B testing, and CRO.

  • Developed cart abandonment email strategies to boost sales.

  • Leveraged eco-friendly messaging and digital tactics to increase awareness and conversions.

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