MARKETING

COMMUNICATIONS

SOCIAL MEDIA

GRAPHIC DESIGN

About Me

Hi! My name is Spencer McLean. I have a wide range of experience in public relations, communications, marketing, research, social media management and freelance graphic design.

Education

M.S. MARKETING

University of Houston

Digital Marketing Management

B.B.A. MARKETING

Texas A&M University

Advertising Strategy Focus

Certificates & Skills

Technical Skills: Adobe Suite; Microsoft Office; Google Suite; Cision Media Management; Facebook/Instagram Ads

Skills: Social Media Marketing; Content Creation; Graphic Design; Team Management; Writing

Certifications: Digital Marketing Management (UH); Hootsuite Social Marketing; Google Ads; Google Analytics

PORTFOLIO

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Communications

View Writing Sample

Marketing

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Graphic Design

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As a Public Relations Specialist at Love Advertising, I work with a variety of high profile clients in a range of industries, including retail, nonprofit, food and beverage, education, residential development and more. I develop press releases, media advisories, coordinate interviews, maintain media relationships and conduct ongoing media coverage reports. Working in an agency setting has taught me how to balance a number of projects and clients at once while producing high quality work.

YMCA - Dancing with the Silver Stars

KPRC-TV NBC Channel 2

Estimated Reach: 706,000

Gallery Furniture - Houston Threads

KTRK-TV ABC Channel 13

Estimated Reach: 712,000

YMCA - Summer Teen Memberships

KPRC-TV NBC Channel 2

Estimated Reach: 706,000

SHAC Boy Scouts Spring of Service

KPRC-TV NBC Channel 2

Estimated Reach: 706,000

YMCA Operation Backpack

Univision Channel 45

Estimated Reach: 1,200,000

Holcomb Family YMCA Opening

Houston Chronicle

Estimated Reach: 684,000

Gallery Furniture Autism Prom

KHOU-TV CBS Channel 11

Estimated Reach: 66,000

YMCA Operation Backpack

KPRC-TV NBC Channel 2

Estimated Reach: 754,000

Kolache Factory, Integrated Marketing Communications

Semester long research project focused on IMC and developing a marketing plan for the Kolache Factory, including a market and industry analysis, proposed strategies, timeline and budget.

The goal of our campaign was to increase brand awareness and exposure through social media advertisements promoting limited-time items, the development of a mobile rewards app and sponsoring/hosting community events.

Sample Social Media Posts

Event Flyer

MFG Monograms, UH Professional Project

The University of Houston requires a semester-long, individual research project on a chosen company to complete a breakeven analysis and develop marketing initiatives for a company. I chose MFG Monograms, an Etsy shop, for my research project.

My first recommendation for the company included the development of a Shopify website to begin the client's transformation away from Etsy. This shift would decrease fees associated with Etsy and increase net profit by about 33.4%.

My second recommendation included increasing her online presence, which could be done through social media advertisements and increasing the budget for Etsy advertisements.

Based on past years performance, MFG Monograms had a conversion rate of 3.87%. The goal is to increase clicks to her Etsy page on social media and search results by running flighting advertisements throughout the year. With a very low advertising budget, I recommend this small business to have a budget of $8-15 per day during past periods of high sales.

I recommend flighting Etsy advertisements in January-March, May-June, and August-September. January through March accounted for 37% of MFG Monograms' sales in 2021 and she saw a small peak in sales during May-June and the high revenue yet low number of sales in August-September. The small peaks in revenue could be related to her offerings, which consist mainly of infant, baby and toddler products. One of her most popular products is infant fishing shirts, and the kick-off of summer could be a reason for her peak in sales along with towels and travel bags. Another factor to consider is most babies are born in July through September, which could affect the sales of their products.

In addition, I would recommend increasing the budget for social media advertisements during July-September to promote their back to school products and due to the popularity of infant births during those months.

Cuteheads, Social Media Management

Target:

Pop Culture Moms

Target:

Baby Shower Gifts

Target:

Lookalike Audience

Favor, Social Media & PR

In this course, my team worked directly with Favor, a food delivery service and child company of H-E-B. We created reports and analyzed Favor's competitors, created potential campaign ideas, and conducted an ethnographic review. We conducted primary research through numerous focus groups and surveys. We created three campaign proposals and an action plan, and was able to submit our presentations to the Favor team.

Sample Social Media Posts

Recommendation: Rewards Program

McAlister's Deli, Advanced Marketing Communications

My team was tasked with creating a semester-long project developing a marketing campaign for McAlister's Deli. We analyzed and researched McAlister's Deli as a brand, developed our campaign's objectives and created a timeline for the campaign.

I served as the Marketing Intern for Genesis Park during the peak of COVID. I analyzed COVID's impact on hospitality careers, researched competing brands for newly acquired companies, and developed website content surrounding industry challenges of oil and gas, construction and wind farms.