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Title: Marketing Director & Team Lead
Focus: Develop a strategic marketing campaign to reposition Experience Rhode Island as a premier provider of all-New England tour experiences and provide other recommendations for improvement.
Key Features: Marketing Campaign, Connections Plan, and Brand Repositioning.
Project Overview
​My team worked with Experience Rhode Island (ERI) through our senior Capstone course. We created a comprehensive strategic marketing campaign called “Six States Await," which would rebrand ERI to "Experience New England." This included a brand repositioning strategy, a partnership-driven “Connections Plan,” and a complete social media audit followed by a tailored engagement strategy. Our goal was to strengthen the brand’s market position, expand its audience, and deliver sustainable marketing tools the client could implement beyond the project.
Highlights
"Six States Await" Campaign
​Rebranded Experience Rhode Island as Experience New England, offering tours across all six New England states. Developed a new brand identity and a strategic plan for a gradual transition, allowing Experience Rhode Island to remain a sub-brand under the Experience New England umbrella. This structure supports expansion and broader recognition while preserving existing brand value and social media presence.
Connections Plan
​Produced a Connections Plan to establish strategic partnerships with local businesses and community leaders. The plan not only outlined who to contact and how, but also included suggested tours that integrated these partnerships, providing actionable ways to implement collaborations.
Leadership
​As the team leader and Marketing Director, I managed and coordinated a cross-functional student team to ensure timely, high-quality deliverables aligned with client goals. Advised on strategies to increase brand awareness and strengthen audience engagement.
Skills
Campaign
Development
Networking
Leadership
Creativity
Collaboration
Research &
Analysis
To view a sample or the full Marketing Campaign and or Connections Plan for Experience Rhode Island,
please request access.
To watch our presentation, please click here and begin at timestamp 51:37.
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© 2025 Yoshiko Slater • all rights reserved
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