Lu Dumas

As a recent Master of Arts graduate in Integrated Marketing Communication from the University of North Carolina Wilmington, I've honed my skills in weaving brand narratives with strategic insight. This follows my foundational education at Ohio University, where I earned a Bachelor of Science in Broadcast Journalism--radio and T.V. news, complemented with minors in Sociology and Political Science.

 

My academic journey is documented through a curated selection of works from my master's program, chosen to showcase my specialized skills and strategic approach to branding. Integrated Marketing Communication (IMC) is a purposeful and strategic approach to brand messaging. Rather than using traditional methods to silo efforts for brand awareness, IMC encompasses a number of approaches concurrently, to ensure consistency and unity across various platforms, enhancing reach, pinpointing target audiences, and increasing engagement.

 

Data is the cornerstone of integrated marketing—removing speculation and injecting evidence into our understanding of consumer perceptions and behaviors. Proficiency in consumer research, audits, and analyses equips me with the insight to ensure brand messages resonate and are comprehensively perceived.

 

My academic focus has covered a spectrum of disciplines including marketing research methodologies, brand analysis to ensure alignment between internal and external communications, brand auditing for message consistency, innovative rebranding techniques, the imperative of diversity and inclusion in branding, multifaceted digital storytelling, pioneering market subcategories, and managing brand crisis communications.

 

The artifacts you'll find in my portfolio are a testament to my journey—each an application of IMC theory to practical, real-world scenarios, encapsulating my comprehensive grasp of integrated marketing dynamics.

 

My specialties include public relations, crisis communication, marketing, branding, content creation and public affairs.