Issue Backgrounder Part 1
Looking into the financial relevance of Cineplex
Issue Backgrounder Part II
A SWOT analysis on Cineplex
Financial PR Artifact
My learning journey
Innovation Sprint
My journey with Rallie Finance began from an introduction to the company through the Innovation Sprint. This opportunity ultimately paved the way for my employment as their digital marketing and communications analyst in 2023.
During this time, I actively engaged with the organization's following problem statement, working alongside my mentors, Meredith Wasney, Diana Grant-Richmond and Tianna Going, throughout the six-week Innovation Sprint course.
"How might we create a unique, supportive and financially sustainable online community that attracts women, and encourages them to learn about and invest in cryptocurrency."
01
An Unexpected Start
To preface my work and the expectations that the Innovation Sprint had set on my deliverables, this project started with a multidisciplinary team with four people. However, as members rapidly dropped out of the program for various reasons, I became a one-person team for the majority of the project's term.
02
Research & Discovery
From value proposition canvas to customer discovery interviews, the majority of my work revolved around conducting primary and secondary research about target demographics' perceptions in regard to cryptocurrency and resources to increase one's financial literacy. I encountered mixed sentiments towards cryptocurrency, ranging from apprehension towards these asset classes' volatility to interest income diversification, tolerance towards income and time invested varied widely based on circumstance. As a public relations practitioner, I presented a strategic communications plan to break down cryptocurrency's negative stereotypes and how Rallie Finance can help women break into the field with its events and services. And yet, what the Innovation Sprint expected for my solution to Rallie's problem statement was different than what my public relations program expected from me.
03
Pivoting
Innovation Sprint's focus on innovation and entrepreneurship rather than a communications orientation pushed me to create an alternative solution. Rather than confining the problem statement to just Rallie Finance's online community, I decided to incorporate the startup's strength in offline events to generate traffic and loyalty to its online platforms. With high attendance rates for its in-person events, I proposed to incorporate Rallie's online community events (i.e. interactive quizzes from its courses) alongside interacting with peers offline while content to post on the organization's social media could be naturally drawn from said events (helping brand building, fear of missing out, etc.). Furthermore, based on audiences' average knowledge level surrounding cryptocurrency and financial literacy, Rallie can hold tiered events to ensure informative cryptocurrency events cater to the needs of attendees. For the sake of brevity, I will not list the entirety of my recommended events and strategy in detail. Contact me for more details about any of my listed projects on the website!
04
Takeaways
One of the biggest takeaways from my experience with Rallie Finance and Innovation Sprint was my internship with Rallie Finance. However, I also learned to have confidence in myself, and if I do not have it for a particular field/area such as cryptocurrency, to utilize mentors and other available resources to grow said belief. When I still had a team member, I felt reluctant to open disagree with him about our solutions for Rallie because he had much more knowledge surrounding digital assets like cryptocurrency. When my peer left, I realized that although his ideas were promising, they were oriented towards a more corporate route of management rather than centering solutions based on a startup's capabilities and resources. I had to adjust my solution to something I believed in and recognize the value that I brought to the project by drawing from my own applicable experience and network before I could generate an effective strategy to help create the community that Rallie desired.
The above slide deck was mainly used to serve as a visual aid. To hear the bulk of my presentation's content, feel free to contact me.