01 | LANDR: A Digital Master Among Musicians
Writing Samples
Scope: Choose a company and assess a problem they have recently faced within their business model.​
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Motivated by my love of music, I chose to complete a case study on LANDR, a Montreal-based automated mastering service for musicians.
Scope: Analyse a business of your choice, then state clear objectives and goals behind a new (hypothetical) digital marketing strategy for the brand on Google Ads. First, work to identify business' target market, buyer personas, market share, and competitors. Use this information to recommend methods to optimising organic search results before also drafting paid media campaign structures and relevant keywords.
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I chose to complete this assignment on Cotopaxi, one of my favourite outdoor retailer brands. The company has a unique, customer-centric strategy that has enabled Cotopaxi to earn a cult following amongst their consumers. I was eager to learn more.​
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Methods used: Adobe Illustrator (to create my own figures), Screaming Frog SEO Spider Tool, Google Ads, PageSpeed Insights, Answer the Public, SEMrush Keyword Magic Tool, Moz, Website Grader
Scope: Profile an emerging digital trend that involves artificial intelligence.
In addition to my love for music, I am also incredibly curious about the origin of misinformation, and how I (as a digitally literate 24-year-old) can prevent it. I challenge myself to actively assess the credibility of social content, advertisements, or any piece of content shared digitally, because of the frequency at which false information spreads. This piece also challenged me to evaluate the impact AI may or may not have on this emerged trend.