Overview
I worked on a four-month internship project with three teammates to help Aspen Grove increase its visibility and marketing for off-season conferences. Our goal was to understand why nearby competitors like Sundance and Kiln were thriving while Aspen Grove—a beautiful, well-established family camp—remained relatively unknown in the off-season market.

My Role
As the project manager, I kept the team aligned, set deadlines, and ensured that each phase of research and analysis progressed smoothly. I coordinated our competitor audits, guided our research framework, and led communication with our Aspen Grove contact. At the end of the internship, I spearheaded the creation of our 84-page report, synthesizing everything we learned and the recommendations we developed.

The Problem
Although Aspen Grove began booking off-season conferences five years ago, they struggled with visibility and lacked the systems that competitors were using effectively. They had almost no social media presence, a difficult booking process, and a confusing website—all of which discouraged potential clients. In addition, the direction we received from our Aspen Grove contact was often vague. While they hoped for stronger marketing, they weren’t sure what they wanted us to prioritize. The ambiguity made it difficult to know what actions would create meaningful value.

Thinking Process & Action
To move forward despite the unclear direction, we analyzed how competitors positioned themselves online. We studied Sundance and Kiln’s social media practices, branding approaches, and booking flows to identify gaps and opportunities for Aspen Grove.

Because the project felt ambiguous at times, I initiated a direct conversation with our contact to clarify expectations and request more concrete task assignments. This helped us establish clearer goals for the remainder of the internship and allowed us to focus our efforts on strategies with the highest potential impact. Throughout the semester, I structured our workflow, delegated tasks based on strengths, and ensured that our insights translated into actionable recommendations for Aspen Grove.

Tools Used
I relied on my strengths of Communication and Achiever to guide the team through an uncertain project. Communication helped me maintain clarity with teammates and our Aspen Grove contact—whether in person, via email, or over the phone. My Achiever strength motivated me to keep us on track and ensure consistent progress. We used Microsoft Word, Excel, and Teams to organize our research, and I used Canva to design a visually engaging final report that clearly communicated our findings.

Impact
Aspen Grove began implementing several of our recommendations. They increased their presence on social media platforms, making their brand more visible to audiences both inside and outside of Utah. Their website navigation has since been simplified, making it easier for potential clients to explore options and complete bookings. We also recommended featuring short testimonials to build trust and strengthen their customer support strategy.

This project stretched me as a designer by teaching me how to guide a team through ambiguity, create structure where direction is unclear, and turn scattered ideas into actionable improvements. It increased my confidence in leading collaborative projects and reinforced my ability to create experiences—even when the path forward is not immediately obvious.