Purple Mango Ltd.

Role: Student Campaign Team (Team of 3), Northeastern University Timeline: January 2026 – April 2026 Function: Strategic Communications, Brand Strategy, Campaign Planning

The Situation

Purple Mango Co is a startup branding agency navigating a competitive market where differentiation is difficult and brand positioning is everything. The client needed a comprehensive strategic communications plan that included where to position the brand, who to target, and how to deploy resources across channels. Our team of three was responsible for delivering a complete campaign book.

What I Did

I worked across the research, strategy, and production phases of the project. On the research side, I conducted competitive analysis using secondary sources including Mintel and Statista to identify challenges within the brand agency market and opportunities for Purple Mango's differentiation. Those findings shaped the situational analysis and directly informed the campaign strategy.

On the strategy side, I contributed to developing the multi-channel communications approach which integrated owned, earned, shared, and paid media. I also helped allocate a $3,500 campaign budget across channels based on strategic priorities. Throughout the process, we incorporated client and peer feedback to strengthen the plan, refining our targeting and messaging based on what the client actually needed rather than what we initially assumed.

The final deliverable was a 20-page campaign book integrating research, strategy, creative direction, and a rollout plan into a single client-facing document.

The Results

• Competitive analysis completed using Mintel and Statista, identifying key market challenges and positioning opportunities

• Multi-channel communications strategy developed across owned, earned, shared, and paid media

• $3,500 campaign budget allocated across channels with strategic rationale

• 20-page campaign book delivered as final client-facing deliverable