PAST PROJECTS

Lead: Sojung Pak​

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Chantal’s Cheese Shop is a local business in Pittsburgh specializing in artisanal cheeses and curated pairings, celebrated for its commitment to high-quality products and community engagement. As a cornerstone of Pittsburgh’s vibrant food scene, this shop was born from a shared dream of creating a cheese experience that feels fresh, joyful, and deeply personal. 

 

AMA is working to elevate Chantal’s Cheese Shop’s community connection and expand its reach through a cohesive and impactful social media and marketing strategy. The deliverables for this project will go beyond basic strategy development and analysis by including an actionable marketing framework, a creative content calendar tailored to target audiences, and new social media content.

Lead: Andy Xu​

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The No Parking Players is an improv comedy group at Carnegie Mellon University. Comprising a team of 8 members, they focus on performances and workshops centered around improvisational theater. One of their standout initiatives is organizing an annual festival, "Detour," which features professional instructors, workshops, and a major performance.

 

This project focuses on attracting audiences from CMU and nearby colleges like the University of Pittsburgh and Duquesne to attend the annual festival.

Lead: Karen Cui​

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Pilates Sol is a private wellness studio focused on each person’s mind, body, and wellbeing, and is one of the few remaining women-owned businesses in downtown Pittsburgh. Having recently changed ownership, the new owner seeks to add an additional virtual life/travel coaching business line while maintaining the brick and mortar pilates offerings. 

 

The new owner seeks to add an additional virtual life/travel coaching service line to the business, so this project will focus on helping the client facilitate this through operations research and marketing strategy, formulating strategic recommendations that will help Pilates Sol expand their customer base. Additionally, this project will include a branding and website refresh to improve usability and reflect the new business line and core values. 

Lead: Sojung Pak​

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CMU Tech & Entrepreneurship is a community run by CMU alumni volunteers, started in the Bay Area in 2016. They launched in cities worldwide in 2020 to support the larger alumni community with resources to help entrepreneurs found their own startups, discuss industry trends, and reflect on their journeys from CMU. They welcome all CMU alumni and students and empower them by providing resources in their Slack communities, events and meetups, and mentorship programs.

 

AMA worked with CMU T&E during the Fall 2024 to help them with rebranding efforts and reactivate engagement within their community. The project also focused on helping CMU T&E reach a larger audience through new marketing strategies so more students have access to the community’s resources. 

Lead: Tarina Amaralikit

 

Ruckus Coffee Gallery & Cafe is a hub for cultural exchange where coffee, music, food, and art intersect. They serve not only exceptional food and delicious coffee but also provide a platform to showcase local artists and musicians in their space. From catering baby showers and celebrations to hosting evening yoga classes, you step into a cafe that values community. With each cup of coffee you sip, you support fair trade and sustainable practices.

 

AMA worked with Ruckus Coffee Gallery & Cafe during the Fall 2024 to help them build a stronger presence in the Pittsburgh community. The project increased the impact of the cafe's promotional efforts and enhanced their brand image to expand their customer base, further connecting the community in Pittsburgh.

Leads: Mandy Yang, Jennifer Kim

 

Pendulum is a trend forecasting tool that helps fashion businesses to make informed product and sales decisions. Lack of market understanding is the #1 cause of brand failures. Pendulum's goal is to minimize waste caused by failed products and boost sales by aggregating and anticipating consumer demands.

AMA developed comprehensive brand guidelines for Pendulum, creating a centralized resource with logos, color palettes, and fonts for consistent branding. It also drafted LinkedIn content ideas and posts to boost engagement and visibility. Additionally, AMA designed a newsletter template and primary emails, including a welcome letter, follow-ups, and a monthly investor newsletter. Supplementary efforts included networking initiatives, lead generation, and market research to support Pendulum’s growth. 

Leads: Julieta Mazzoldi, Yara Doumani

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Allegheny CleanWays is a 501(c)(3) non-profit organization formed in 2000 to "engage and empower people to eliminate illegal dumping and littering in Allegheny County." Their vision is a clean, beautiful, and safe county for everyone.

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AMA created and implemented a 9-week marketing plan for Allegheny Cleanways to boost donations and engagement leading up to Giving Tuesday. The campaign involved market research to analyze trends and successful strategies in the nonprofit sector, along with a social media audit to inform future strategy and content. AMA designed a unique campaign aesthetic, developed new content, and established a posting schedule to enhance social media presence. Additionally, SEO strategies were applied to drive traffic and increase engagement on Allegheny Cleanways' website and social platforms.​

Lead: Andy Xu​

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Phipps Conservatory is a garden with industry-leading sustainable architecture and green practices, stunning seasonal flower shows, exclusive commissioned exhibits, renowned orchid and bonsai collections.

 

AMA is working to enhance the branding and digital presence of its Climate Toolkit (TCT) initiative. The project includes conducting a brand audit, developing a professional logo, creating a cohesive visual identity, and producing comprehensive branding guidelines. The goal is to raise awareness and engagement with the TCT initiative, which aims to support climate-focused efforts.

Lead: Tarina Amaralikit​

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Nourish and Move Wellness Studio is a women owned and operated business that provides a variety of wellness services such as massage, acupuncture, reflexology, and breathwork to name a few. 

 

Kayla, the owner and lead acupuncturist, aims to revitalize their website in a way that allows users to intuitively navigate and understand the plethora of services that they offer. This project will explore market and competitor analysis, as well as website performance analytics, to inform our redesign of their website, ensuring it aligns with consistent and compelling branding that embodies their core values. This project also offers long-term opportunities within website work for those who are interested. 

Lead: Minh Do

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CMU AMA is undergoing a comprehensive rebranding process. Consultants will holistically work on aspects of design/branding, strategy advising, event planning, and work directly with the AMA Executive Board to build an entirely new vision of AMA with rollout within this calendar year.

 

This project will be executed in phases, and consultants will specialize within teams while exploring other facets of marketing. 

Lead: Andy Xu

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Inpsyphys leverages its neuroscience research to enhance the products, services, and research of companies involved in improving user experiences and controlling behavior through perception-like processes. By drawing inspiration from how real brains function and process information, Inpsyphys aims to humanize neurotechnology, making these technologies more effective and aligned with human cognitive processes.

 

AMA collaborated with Inpsyphys in the fall of 2024 to help identify a target audience for their research, pinpointing suitable companies and industries such as AI and neurotech. Moreover, the committee formulated a marketing strategy to help the company effectively reach out to potential clients.

Lead: Karen Cui

 

Lawrenceville Market House is a vibrant co-retail space with local shops, specialty donuts, and coffee. They invite the community to explore, discover, and savor their market house in a beautiful, mid-century setting. Set in the Lawrenceville neighborhood of Pittsburgh, they support the local economy with their intentional mix of shopping and food. 

 

AMA assested Lawrenceville Market House’s branding efforts to clarify its identity and expand its reach during the Fall 2024. Additionally, this project supported the market house in managing its social media presence in the post-pandemic landscape. With this project, Lawrenceville Market House will be able to reach more audiences and connect them with supporting their retailers. 

Lead: Jennifer Kim

 

The Fit4Friends Weight Loss App is a mobile platform designed to motivate users on their weight loss journey through the power of friendly competition. Users can join team-based or individual challenges to compete for the highest percentage of body weight lost, creating a fun and engaging way to stay accountable.

 

AMA created social media branding guidelines for Fit4Friends, defining clear styles and content types for future use. It developed B2C content across Instagram, Facebook, and Twitter, including three Instagram-specific posts, and crafted B2B content with one to two LinkedIn posts.

Leads: Annie Geng, Prisha Goyal

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For more than 100 years, Carnival has been one the most anticipated weekends of the year with Tartans around the world coming together to celebrate this oh-so-CMU tradition. Spring Carnival celebrates CMU's traditional mainstays like Booth, Buggy, the Kiltie Band concert and Scotch'n'Soda performances in addition to Midway activities, an all-campus community lunch and more. 

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AMA conducted a situation analysis for Spring Carnival, examining current marketing strategies through SWOT, customer, and past campaign analysis. It developed a recruitment strategy for committee and executive board positions, using data analytics to tailor digital marketing and create job descriptions. AMA also crafted marketing plans for event promotions like the theme reveal and Mini Carnival. For the final phase, AMA created a broader marketing strategy to attract the Pittsburgh community, enhance outreach to secure business partners and sponsorships, and increase engagement. Additionally, it optimized the Spring Carnival website for improved aesthetics, functionality, and user experience.​