The document outlines Ingrid Zagzebski's marketing internship portfolio from summer 2013 to 2014 at Foot Locker. It details her work in public relations, market research, brand loyalty, and special events. This included developing PR strategies and initiatives, analyzing market data, growing the company's social media presence significantly, and assisting with major events like Foot Locker's 40th anniversary celebration.

1.
Ingrid
Zagzebski
Summer
2013
-­‐
2014
Portfolio
Marketing
Internship
Overview:
-­‐Public
Relations
-­‐Market
Research/Brand
Loyalty
-­‐Special
Events
-­‐Brand
Marketing
**Samples
available
upon
request

2. Public
Relations
• Reviewed
Mediavantage
database
daily
and
reported
important
figures
to
the
PR
Manager.
• Strategized
and
developed
PR
initiatives
for
Foot
Locker’s
newest
banner,
SIX:02,
including
an
influencer
program
that
focused
on
building
a
community
via
social
media
and
through
local
fitness
events.
• TRADITIONAL
OUTREACH:
o
Reached
out
and
sent
product
samples
to
bloggers
and
fitness
influencers.
o
Proofed
Press
Releases.
o
Created
seasonal
'Look
Books'
for
SIX:02
and
KFL
banners
to
get
product
information
out
to
potential
acquisition
reviewers.
o
Found
opportunities
for
local
fitness
studios
and
local
influencers/trainers
to
partner
with
SIX:02
stores
to
host
community
events.
• INTERNAL
OUTREACH:
o Communicated
with
236
marketing
mall
managers
to
assess
missed
marketing
opportunities
both
in-­‐store
and
e-­‐commerce
for
Lady
Foot
Locker
and
SIX:02.
• Proposed
a
‘Lady
Foot
Locker’
Marketing
Newsletter
o Strategically
positioned
products
for
photo
shoots
that
were
used
on
social
media
platforms.
o Coordinated
with
internal
buying
teams
about
key
product
stories
to
highlight
on
social
media
and
in
stores.
• SOCIAL
MEDIA
OUTREACH:
o
Strategically
generated
social
media
content
for
Kids
Foot
Locker,
Lady
Foot
Locker,
and
SIX:02’s
Facebook,
Instagram,
and
Pinterest
handles.
• 2013:
Focus
was
on
KFL
Facebook
and
LFL
Instagram
and
Pinterest
and
2014:
Focus
was
on
KFL
Facebook
and
Pinterest,
LFL
Instagram
and
Pinterest,
and
SIX:02’s
Instagram
and
Pinterest
o Created
Social
Media
Content
Calendar
for
Lady
Foot
Locker's
Facebook
page.
o Started
new
social
media
handle
for
Lady
Foot
Locker
–
Polyvore,
which
is
community
powered
social
commerce
website.
You
curate
products
into
a
shared
product
index
and
use
them
to
create
image
collages
called
"Sets."
• Generated
over
3,181
impressions.
o Refreshed
and
created
new
Pinterest
boards
for
Lady
Foot
Locker
and
SIX:02.

3. • SOCIAL
MEDIA
GROWTH:
(based
on
number
of
followers)
MAY
2013:
42,045
AUG
2013:
56,518
Growth:
34%
MAY
2014:3,245
AUG
2014:
12,000
Growth:
270%
MAY
2014:386
AUG
2014:
459
Growth:
19%
MAY
2013:
403,212
AUG
2013:
413,511
Growth:
2.5%
MAY
2013:
1,354
AUG
2013:
1,869
Growth:
38%
MAY
2014:
3,103
AUG
2014:
4,009
Growth:
29%
MAY
2013:
1,062
AUG
2013:
1,347
Growth:
29%
MAY
2014:
1,969
AUG
2014:
2,090
Growth:
6%
MAY
2014:
22,139
AUG
2014:
24,824
Growth:
12%
MAY
2014:
733
AUG
2014:
1,246
Growth:
70%
JUNE
2014:136
AUG
2014:
186
Growth:
37%
• SPECIAL
PUBLIC
RELATIONS
EVENTS:
o Worked
with
special
events
team
to
streamline
ideas
for
SIX:02’s
first
annual
6k
race.
o Researched,
brainstormed,
and
created
strategies
to
align
with
local
organizations
(schools,
bookstores,
etc)
to
help
get
the
word
out
about
local
event.
o Assisted
the
VP
of
Public
Relations
with
Foot
Locker’s
40th
Year
Anniversary
Publication.
o Gathered
and
designed
timeline
with
key
dates
and
milestones,
commercial
and
publications,
events,
product
sales,
and
marketing
campaign
efforts.
o Interviewed
the
VP
of
Apparel
and
Footwear
and
wrote
a
post
follow
up
report.
o Oversaw
multi-­‐media
efforts.

4. Market
Research/Brand
Loyalty
• Analyzed
and
compiled
market
and
industry
research
for
Foot
Locker,
Foot
Action,
Lady
Foot
Locker,
and
Kids
Foot
Locker
by
looking
at
company’s
sales,
earnings
reports,
market
shares,
future
strategic
objectives,
and
social
media
impressions.
• Developed
a
social
media
growth
report
(2013-­‐2014)
and
social
media
analysis
report.
• Developed
a
social
media
creative
for
a
new
loyalty
program:
‘SIX:02
Style
Perks.’
• Created
a
24
page
extensive
Marketing
research
packet
for
SIX:02’s
newest
market
in
Dallas,
TX.
o Research
Included:
-­‐ Fitness
Influencers
–
Personal
Trainers,
Bloggers,
Class
Instructors,
and
Fitness
Studio
Owners
-­‐ Local
Gyms
and
Fitness
Studios
with
Social
Media
Impressions
-­‐ SIX:02
Promotional
Ideas
for
Dallas,
TX
-­‐ Events
and
Races
in
Dallas,
TX
for
2014-­‐2015
-­‐ How
to
promote
the
SIX:02
6k
• Researched
the
most
engaging
social
media
brands
and
market
trends
and
proposed
initiatives
for
Lady
Foot
Locker
and
SIX:02’s
social
media
handles.
Special
Events
• Collaborated
and
proposed
ideas
for
the
VP
of
Events
and
Strategic
Alliances.
o Events
Included:
-­‐ National
Running
Day
publicity
efforts.
-­‐ In-­‐arena
advertising
for
Foot
Locker
at
the
NBA
three-­‐point
contest.
-­‐ NYC
Boroughs
Challenge
-­‐ Charity
Miles
• Developed
ideas
for
the
SIX:02’s
6k
race
and
presented
information
to
a
group
of
ten
Executives.
• Coordinated
and
executed
a
mall
fashion
show
with
Lady
Foot
Locker
and
an
affiliated
mall
in
Arizona.
• Served
as
production
assistant
for
SIX:02’s
ambassador
photo
shoot
and
was
responsible
for
models
outfits
and
photo
positioning.
• Served
as
production
assistant
at
the
NBA
Draft
Suite.

5. Brand
Marketing
• Assisted
in
a
photo
shoot
at
a
Lady
Foot
Locker
store,
responsibilities
included-­‐
picking
out
outfits
that
fit
with
the
target
consumer
and
creatively
finding
ways
to
integrate
these
pictures
onto
social
media
handles.
• Developed
a
social
poll
for
SIX:02’s
website
to
enhance
consumer
engagement
and
to
better
understand
our
target
consumer.
• Developed
SIX:02
brand
creative
content
for
events
with
local
fitness
studios
to
increase
consumer
awareness
and
interest.
Resulted
in
a
higher-­‐class
participation
rate.
• Created
2014
Brand
Analysis
Report
for
Kids
Foot
Locker,
including-­‐
Social
Media
Highlights
(with
graphs),
Engaging
Social
Media
Kids
Brands
and
an
Analysis.
• Expanded
on
special
brand
marketing
campaign
for
Lady
Foot
Locker
o Campaign
Included:
-­‐ Market
Research
and
Base
Line
Strategy
-­‐ Designed
new
FIT
program
-­‐ Generated
social
media
engagement
efforts
–
YouTube
Video
Script,
Facebook,
Twitter/Instagram,
Buzzfeed
sample
article,
and
Snapchat
story
-­‐ In-­‐Store
Engagement
-­‐ Fitness
Partnerships