interTrend Communications

The 2023 ITO Class Projects

8-Week Marketing Campaign

In the summer of 2023, I was a Marketing Strategy Intern at the interTrend Communications inc., a multicultural marketing agency that focuses on empowering Asian American voices. 

During my internship, I was able to collaborate with Asian creatives in crafting a marketing campaign for our client, Sunstone Community Fund (SCF), a donor advised fund focused on tertiary educational investments. 

Here is a general timeline of our 8 week campaign: 

  • Conducting Market Research
  • Identifying a Target Audience
  • Developing the Creative Pitch
  • Creating the Business Strategy 
  • Formation of Tactics and Executions
  • Final Presentation

My Role

On this collaborative project, my key roles include:

  •  Leading the research and organizing the data on our target audience — affluent Chinese immigrants in the local California community
  • Translating our findings into a compelling story that fits the client’s identity 
  • Producing the newsletter template and sample content write-ups  
  • Presenting the detailed breakdown of our target audience 

Client Presentation

Research Report:

"Don't Be Cringe: Gen Z and Brand Connectivity"

Market Research

Besides the main client project, I also conducted market research on creating authentic brand connections among Gen Z consumers. 

Here are my contributions to the white paper:

  • Conducting 10+ in-depth interviews with local and international Gen-Z participants
  • Finding 10+ relevant advertising/public relations campaign case studies to analyze performances among Gen Z
  • Interpreting the data and drawing insights from primary and secondary research 
  • Developing strategies for brands to improve engagement with Gen Z audiences
  • Designing white paper and structuring content