what i've worked on

PortCafe Gabriela Sandwich of the Month social templatefolio ConZendesk case competition deck, title slidetents

( branded campaigns ) ( social media playbooks ) ( competitive deep-dives ) ( event activations ) ( policy research )

Campaigns, events and research from my internships and student work, plus a few speculative brand concepts I made for fun.

Start with the feature

No. 01, the feature

Cafe
Gabriela

( full marketing strategy ) ( Microfinance at Berkeley )

Developed a comprehensive social media and marketing strategy for a local Oakland cafe, including branded content templates, an 8-pillar content strategy, competitive analysis, SEO audit, and CPG product launch roadmap.

  • 5 branded social media templates
  • 8-pillar content strategy
  • Competitive analysis of 2 local cafes
  • Marketing recommendations across 4 areas
Cafe Gabriela final presentation, cover slide
the final presentation

Branded social media templates

( 5 ) ( designed in Canva )

Sandwich of the Month Instagram template for Cafe Gabriela: Fried Egg Sandwich
Sandwich of the Month Highlight monthly sandwich specials with ingredient details and appetizing photos
Drippy Drinks Instagram template for Cafe Gabriela: Organic Medium Roast Coffee
Drippy Drinks Advertise coffee line and new releases with fresh drip imagery
Behind the Scenes Instagram template for Cafe Gabriela: How It's Made
Behind the Scenes Intimate look at food preparation to build customer connection
The Saucy Salads Instagram template for Cafe Gabriela: Simple Salad
The Saucy Salads Feature fresh vinaigrettes and salads with taste descriptions
Customer Shoutouts Instagram template for Cafe Gabriela: Thank You!
Customer Shoutouts Community engagement through customer appreciation and advocacy events

The 8-pillar content strategy

one pillar per kind of post

  1. 01

    Sandwich of the Month

    Photo of sandwich highlight + name + ingredients

    Show customers the different types of sandwiches

  2. 02

    Drippy Drinks

    Photo/video of fresh coffee drip + name + flavor

    Advertise coffee line or new coffee releases

  3. 03

    Inspirational Quotes

    Encouraging quotes alongside team imagery

    Strengthen relationship between cafe & customers

  4. 04

    Throwback Posts

    Historical photos with short blurbs about origin story

    Exhibit history and story behind Cafe Gabriela

  5. 05

    Behind the Scenes

    Video/photo of food prep with music

    Establish intimate relationship with customers

  6. 06

    Saucy Salad Features

    Photo of new vinaigrettes + salads with descriptions

    Advertise new vinaigrettes and fresh salads

  7. 07

    Community Shoutouts

    Social causes and community events

    Immerse Cafe Gabriela into the community

  8. 08

    End of Month Recap

    Monthly achievements and behind-the-effort stories

    Give customers insight into their impact

Competitive analysis

( 2 local Oakland cafes ) ( strengths ) ( weaknesses )

( competitor A )

Cafe 15

+ strengths

  • Branded & aesthetically pleasing Instagram posts with consistent templates
  • Customer testimonials on website
  • Clear mission statement with unique adjectives

− weaknesses

  • Single-page scrolling website is hard to navigate
  • Limited info about business owners
  • Confusing content formatting

( competitor B )

Oaklandia Cafe

+ strengths

  • Professional online presence with organized IG highlights
  • Up-to-date Yelp with owner info
  • Available on delivery apps (GrubHub, Postmates, Uber Eats)

− weaknesses

  • Website crashes and doesn't work
  • Random posts without clear purpose
  • Instagram lacks owner background info

Recommendations for Cafe Gabriela

4 areas to work on

( area 1 )

Instagram

Professional posts, hashtags, highlights, consistency of posts

( area 2 )

Website

Bigger fonts, consistent design, concise mission statement, customer reviews

( area 3 )

Menu

More entree options, include pastries to pair with coffee, add delivery options

( area 4 )

Target Audience

Workers in downtown Oakland

( Social Media Strategy ) ( Canva Templates ) ( Competitive Analysis ) ( SEO Audit ) ( Content Calendar ) ( Product Launch Roadmap ) ( Influencer Outreach )

View the full case study

No. 02

fresh off the needles

( Independent concept · 2026 ) ( Campaign Concept )

Soft Has Range: Gap × Olivia Dean Campaign Concept

A speculative Fall/Winter campaign proposal pairing Gap's CashSoft knitwear with singer Olivia Dean, built to show Gen Z and young millennial shoppers that CashSoft is fashion, not just comfort. An independent concept, not affiliated with Gap Inc. or Olivia Dean.

  • 22-slide campaign proposal
  • 3 shoppable looks from existing CashSoft
  • Creative direction, palette and mood board
  • Success metrics across 6 funnel stages

( Campaign Strategy ) ( Creative Direction ) ( Brand Partnerships ) ( Audience Research ) ( Measurement Plan )

View the Soft Has Range proposal
Soft Has Range campaign proposal, cover slide: a ribbed knit swatch with a sewn-in care label
Soft Has Range proposal, the concept and creative direction slide Soft Has Range proposal, the Everyday pieces look with CashSoft products and swatches

From the
clippings file

( Nos. 03 to 05 ) ( pitches ) ( campaigns ) ( research )

Zendesk case competition deck, title slide
Zendesk case competition deck, slide 2 Zendesk case competition deck, slide 3

22-slide presentation

No. 03

( Berkeley Women in Business ) ( Case Competition )

Zendesk Fall 2022 Case Competition

Developed a strategic proposal for Zendesk covering brand strategy, lead generation, program application improvements, diversity and equity initiatives, and startup community support as part of a cross-organizational case competition.

  • 22-slide strategic presentation
  • Brand strategy and lead generation plan
  • Program application recommendations
  • Zendesk x BWIB x EGAL collaboration

( Brand Strategy ) ( Lead Generation ) ( Case Competition ) ( Diversity & Equity )

View the Zendesk project

( NBCUniversal )

04

NBC Bay Area Community Campaigns

As a Community Engagement Intern, coordinated event activations for community campaigns, including the 2024 Paris Olympics and Clear the Shelters.

  • 2024 Paris Olympics local coverage events
  • Clear the Shelters campaign coordination
  • Partnerships with 10+ local organizations

( Event Activation ) ( Stakeholder Management ) ( Campaign Execution )

View the NBC Bay Area project
The NBC Bay Area community team at the Santana Row Olympics Kick-Off watch event
Olympics kick-off at Santana Row

No. 05

( Ignite Consultants ) ( Wellington, NZ )

FERNZ Policy Research

Co-developed a stakeholder-ready consulting info pack for FERNZ, translating research on health and wellbeing inequities into clear recommendations for advocacy and outreach.

  • 36-page external-facing info pack
  • 5 issue areas synthesized
  • Research shared with 7 NZ health agencies
  • Data-driven recommendations for a real client

( Policy Analysis ) ( Data-Driven ) ( Consulting )

View the FERNZ project
FERNZ info pack, page 1 FERNZ info pack, page 2 FERNZ info pack, page 3

36 pages, 5 issue areas, 7 health agencies.

No. 06

Also in
print

essays I wrote for DIASPORA, UC Berkeley’s art, style & culture magazine, made by and for Black students

( editorial writer ) ( 2023 to 2025 ) ( culture ) ( family ) ( film )

( DIASPORA ) ( Fall 2024 ) ( Personal essay )

The Recipe Book

How Family Stories Simmer Through Generations

A personal essay of preserving family history through recipes and stories.

“For as long as I can remember, on Thanksgiving and Christmas, my family would pack into a car and drive nearly 100 miles to spend the holidays at my Great Aunt's house – a place that always felt magical.”
Read “The Recipe Book”

( DIASPORA ) ( Spring 2024 ) ( Essay )

Balancing the Line Between Black Horror and Trauma

How Get Out changed the horror landscape: who gets to be seen in the genre, and what narratives are told.

“Historically, the horror genre has always been used to reflect the unease and fears of the general public during a specific era.”
Read “Balancing the Line Between Black Horror and Trauma”

( pages mocked up in the print style )

More from
the file

( Nos. 07 to 09 ) ( outreach ) ( content ) ( health campaigns )

( Urban Strategies Council )

07

Oakland General Plan

Organized community forums bridging residents with city leadership, supporting equitable policy development through multilingual outreach and resource distribution.

12
organizations & elected officials
30+
community events
200+
health kits distributed

( Community Organizing ) ( Trilingual Materials ) ( Policy )

View the Oakland General Plan project

( The B-Side, UC Berkeley )

08

The B-Side Content Strategy

Led social media analytics and content strategy for a UC Berkeley student organization, resulting in measurable growth across platforms and increased event attendance.

25%
growth in social media following
25%
increase in event attendance
  • Managed semester launch events end-to-end

( Analytics ) ( Content Strategy ) ( Event Marketing )

View The B-Side project

( University Health Services )

09

Tang Center Health Campaigns

Built multi-channel marketing strategy for health education programs, creating evidence-based content distributed through social media, campus promotions, and print materials.

  • 30% increase in program engagement
  • Reached 500+ students
  • 90% positive feedback on events

( Multi-Channel Marketing ) ( Health Education ) ( Outreach )

View the Tang Center project

Let's make
it happen

Hiring for community, events or campaign work? I'd love to hear what you're planning.

Get in touch More about Taylor