YETI Expeditions

Brand Marketer (June 2020 - August 2020)

Focus Areas

Brand Identity Competitive Analysis Customer Outreach

My Role

Devised a strategic marketing plan for YETI Expeditions as part of my Marketing 101 final project.

Tools

Adobe Illustrator & XD Canva Google Slides

Overview

Devised a strategic marketing plan for YETI Expeditions, a mock extension of YETI Coolers focused on transformative outdoor gap year programs. This was completed in 10 weeks as the final capstone project for my Marketing 101 course.

Brand Identity

Developed a cohesive brand identity for YETI Expeditions to resonate with target audience and reflect the values of outdoor exploration.

Crafted the brand's tagline, mission & vision statements, and unique selling proposition (USP)‍
Designed the YETI Expeditions corporate logo to reflect youth and sustainability
Conducted market research to align brand messaging with students, parents, and counselors
Generated user personas to understand customer behaviors/motivations

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Tagline, USP, Brand Logo (Adobe Illustrator), Mission & Vision Statement

Target Market — User Personas (Canva)

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Competitive Analysis

Positioned YETI Expeditions against key competitors in the outdoor gap year industry.

Conducted a SWOT analysis to evaluate market gaps and growth opportunities
Identified differentiators in adventure travel and experiential learning
Proposed unique brand positioning to emphasize authenticity

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SWOT Analysis (Google Slides)

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Outreach + Content Creation

Built a multi-channel strategy to raise brand awareness and increase program sign-ups.

Created marketing assets: a program brochure, Instagram mockup, and informational infographic
Outlined innovative digital and social media campaigns tailored to Gen Z audiences
Planned targeted advertising efforts to build trust and expand community reach

Program Brochure (Canva)

Instagram UI Mockup (Adobe XD), Infographic (Canva)

I'd love to be in touch :D

Email me at tiffany.a.mok@gmail.com

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