SPARKS: The UF Marketing Firm -
My time as a Market Research Analyst & Marketing Director
What is SPARKS?
“Our mission is the development of both our clients and our student consultants. We provide guidance for our local businesses to be as successful as possible and provide an organization for UF students to gain real-world marketing experience.
We were founded on three basic principles: learning, inclusion, and creativity. While students learn through carefully crafting marketing plans for their clients, there is also learning involved for clients. Clients get the opportunity to better understand the world of marketing through the eyes of the next generation of business Gators, a privilege that we pride ourselves on providing here at SPARKS.”
I began my journey with SPARKS in January 2024 as a Market Research Analyst. In this role, I conducted a variety of in-depth analyses, including SWOT analyses, competitive research, industry and market evaluations, and even field surveys. These efforts provided valuable insights that helped shape strategic decisions and actionable recommendations.
The following semester, I was invited to return as Marketing Director, stepping into a leadership role. In this capacity, I had the privilege of leading a team of nine consultants across three departments—Branding, Market Research, and Business Strategy. Together, we worked closely with our client, M&D West African Cuisine, to develop a comprehensive marketing plan that addressed their unique goals and challenges, ensuring our solutions were both strategic and impactful.
My SPARKS Journey
From this experience, I learned the importance of effective leadership and collaboration in achieving shared goals. Managing a diverse team of consultants across multiple departments taught me how to communicate clearly, delegate tasks strategically, and foster a sense of synergy among team members.
Working directly with a client like M&D West African Cuisine gave me valuable insights into the significance of listening, adaptability, and problem-solving when addressing real-world business challenges. I also learned how to balance creativity with practicality to deliver solutions that not only met the client’s goals but also aligned with their vision for the future.
Marketing Plan
This marketing plan was created during my first semester as a market research analyst with SPARKS for our food truck client, focusing on building a cohesive brand identity and expanding market presence. It included a detailed SWOT analysis, industry research, and actionable strategies like a refreshed visual identity, social media campaigns, and digital advertising. The plan aimed to align our client’s values with customer expectations while driving growth and improving brand recognition.
Presentations
This presentation, created during my time as Marketing Director for SPARKS, outlines a comprehensive marketing plan for M&D West African Cuisine. It includes detailed market research, branding strategies, and actionable tactics designed to increase brand awareness and monthly profitability. The plan highlights creative solutions such as a revamped menu, targeted social media campaigns, and localized outreach efforts to align with the client’s goals and connect with their target audience effectively.