Portfolio

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This portfolio presents a comprehensive progression through modern digital marketing, integrating academic frameworks with practical, real-world application. It spans foundational research and consumer analysis through branding, UX, new media, SEO, analytics, public relations, legal considerations, and advanced strategy, culminating in a full digital marketing plan. Collectively, these sections demonstrate disciplined strategic thinking, data-driven decision-making, and creative execution aligned to real business objectives, showcasing readiness for professional roles in agency and in-house marketing environments.

1. Mastery Development

This page consolidates mastery projects that show a disciplined progression toward competence in digital marketing, blending academic frameworks with career strategy. It features a Turning Points narrative, SMART goals, and a month-by-month action timeline to connect graduate study with marketing roles.

2. Fundamentals

This page outlines key digital marketing deliverables that build a strong analytical foundation, including marketing research, SWOT analysis, and competitive evaluation. It also addresses paid media risk through click fraud analysis, detailing detection methods and mitigation strategies for PPC management.

3. Digital Storytelling and Branding

This page highlights a brand storytelling exercise defining Kelston Marketing’s identity through persona-driven narrative and visual alignment, showcasing how character, tone, and strategic storytelling create a cohesive brand asset for academic and professional use.

4. Consumer Behavior & Analysis 

This Consumer Behavior & Analysis Portfolio page compiles research on how key audiences engage with digital marketing tactics relevant to Kelston Marketing’s target segments. It includes persona development, social ad analysis, targeting evaluation, and a user-generated content strategy assessment that inform actionable audience insights and campaign alignment.

5. Digital Design and Usability

This Digital Design and Usability Portfolio page presents a Homepage Analysis of Kelston Marketing’s website that evaluates usability and proposes improvements. It includes a Usability Testing presentation showing user interactions and a Navigational Analysis focused on menu clarity for actionable design and UX enhancements.

6. New Media Marketing

This New Media Marketing Portfolio page outlines strategic analyses and planning documents focused on audience types and outreach tactics for Kelston Marketing, including persona development that segments influencers, fans, and customers. It includes plans for brand ambassador outreach, influencer engagement, a brand ambassador program, and a framework to measure performance and outcomes from these initiatives.

7. Advanced Digital Marketing Strategies 

This Advanced Digital Marketing Strategies Portfolio page showcases strategic campaign planning artifacts for Kelston Marketing, featuring a creative brief with goals, audiences, and messaging direction, as well as a digital ad media plan outlining various campaigns. It includes an advertising goals video, a strategic campaign budget with 30-day cost estimates, and a conversion optimization strategy addressing landing elements and funnel improvements.

8. Advanced Search Engine Optimization

This Advanced Search Engine Optimization page outlines SEO strategies for Kelston Marketing, starting with a keyword analysis comparing organic and paid competition using AI and SpyFu data. It includes a PPC campaign pitch, a site architecture plan to address structural issues affecting rankings, and a local SEO assessment to enhance visibility in local search results.

9. Strategic Internet Public Relations

This Strategic Internet Public Relations page offers public relations artifacts for Kelston Marketing, including a pseudo press release to attract journalists and a multi-channel PR distribution strategy with outreach timeline and media research. It features a crisis management case study video that demonstrates PR strategy principles in real-world scenarios, showing how to communicate during reputational challenges.

10. Digital Analytics And Optimization

This Digital Analytics and Optimization Projects page outlines strategic deliverables for Kelston Marketing, starting with a SMART Goals and KPI Plan to frame measurable objectives and performance indicators. It also includes an Analytics Optimization Plan report detailing trends, action items, challenges, and evidence-based recommendations for refining campaigns with data-driven insights.

11. Digital Marketing and the Law

This Digital Marketing and the Law page presents legal project work, including a privacy policy example for Kelston Marketing and a terms-of-use evaluation that assesses Priceline’s arbitration clause while suggesting improvements for contract clarity. These assets demonstrate the intersection of legal frameworks with digital marketing, emphasizing compliance and consumer rights in online business.

12. Digital Marketing Plan

This Digital Marketing Plan outlines a strategy for Kelston Marketing that defines key objectives—such as improving SEO visibility, strengthening social media presence, and enhancing website UX—to support long-term growth and audience engagement. It integrates competitive and audience analyses into tactics like targeted SEO, branded content, and social optimization, providing a downloadable full plan document as the project’s capstone.