Tori Catlett

Case Studies

Research — Campaigns — Branding

I develop marketing campaigns that address real business challenges and clarify brand positioning. Across research, brand refreshes, and PR initiatives, I turn audience insight into focused, multi-channel execution. The projects below show how I move from analysis to action with clear strategy and creative direction.



Case Study 01

Airbnb Brand Perception Study

Marketing Research · University of Tennessee at Chattanooga

Objective
To evaluate consumer perceptions of Airbnb within the broader vacation rental industry and identify opportunities to refine brand positioning, messaging, and competitive differentiation.


Approach
Mixed-Method Research Design
  • Competitive & messaging audit 
  • Quantitative survey (97 respondents, ±9.9% MOE) 
  • Brand attribute comparison (Airbnb vs. VRBO) 
  • Open-ended perception analysis + word cloud


Key Findings

1. Airbnb Dominates Awareness
73.7% named Airbnb first (unaided recall) 
96% familiarity — highest of all competitors 

*Airbnb owns top-of-mind brand equity and category leadership.

*Left column exhibits unaided brand recall and right column aided


*Open-ended consumer descriptions


2. Strong Emotional Positioning
Open-ended responses clustered around:
  • Home & Comfort
  • Vacation & Travel
  • Convenience
  • Variety & Uniqueness
  • Pricing Concerns 

Airbnb scored highest in:
  • Variety (4.31/5)
  • Unique accommodations (4.03/5) 
*The “Belong Anywhere” identity resonates — Airbnb is seen as experiential and flexible


3. Pricing Perception Is Inconsistent
Affordability rating: 3.58

Respondents frequently mentioned:
  • “Affordable”
  • “Fees”
  • “Expensive”
*Pricing transparency is a key messaging opportunity.
*Attributes based off of 5-point Likert scale

Strategic Implications
Based on findings, recommended focus areas:

Improve pricing transparency in messaging Strengthen communication around safety & trust Elevate sustainability efforts in brand positioning Reinforce experiential travel leadership


Case Study 02

The Refindery — Brand Refresh & Campaign Strategy

Digital Marketing · University of Tennessee at Chattanooga

Objective
Develop a strategic brand refresh for a local Chattanooga antique store, with the goal of modernizing its digital presence and increasing customer engagement, foot traffic, and sales.


The Challenge
  • 45 independent vendors under one roof
  • Inconsistent digital presence
  • Limited email strategy
  • Social posts focused on inventory rather than storytelling
Strategic Direction
Rather than overwhelming customers with products, the refresh focused on:
  • Clear audience segmentation
  • Stronger brand voice
  • Vendor storytelling
  • Cohesive seasonal campaigns
  • Structured email marketing

Audience Personas: Three primary segments guided the strategy:

Old Souls (18–26)
Price-conscious, sustainability-minded
Hip & Trendy (27–35)
Trend-aware, aesthetic-drivenNostalgic (45+)
Primary buyers, loyal gift-givers
*Strategy: Adjust tone, promotions, and content by persona


Email Strategy

Newsletter: Branded, editorial-style design to reflect the store’s nostalgic charm.

Promotional Campaigns: Segmented offers-

  • 20% stocking stuffer discount (older demo)
  • Free gift with purchase (younger demo)


Social Media Strategy
Platforms: Instagram & Facebook 
Goal: Build loyalty and make the store feel curated, not cluttered.

Shifted content from product overload to:
Gift guide series
Vendor highlights
“24 Days of Antiques” countdown
From JFK to the Beatles, we have magazines dating back as far as the 40’s. Search through the years and gift one to the vintage lover in your life.
Spend your afternoon with us and check out the Flippin Upcyclers for up to 30% off their booth! Tricia and Jim have been vending with us for over a year, and we’re proud to highlight them and their beautiful finds.


Case Study 03

Guayakí Yerba Mate — PR Campaign & Press Kit Development

Public Relations Writing · University of Tennessee at Chattanooga
Objective
Develop an integrated PR campaign and media kit concept for Guayakí Yerba Mate centered around a coast-to-coast music festival tour, reinforcing the brand’s roots, sustainability mission, and community impact.


Campaign Concept: “Come to Life” Tour
Inspired by Guayakí’s early grassroots beginnings — traveling the West Coast in a van introducing yerba mate to new audiences — this campaign reimagines that origin story as a modern-day music festival tour.

The tour would stop at:
  • Coachella
  • SunFest
  • Riverbend
  • Bonnaroo
  • Lollapalooza

Strategy: Align brand energy, music culture, and sustainability into one cohesive narrative


Press Release
I developed a formal press release announcing the tour, outlining:
  • Festival dates and locations
  • Vendor activations
  • Direct support for Indigenous and independent farmers
  • Guayakí’s regenerative business model


FOR IMMEDIATE RELEASE

Guayaki Yerba Mate to Set Off on Coast to Coast Music Festival Tour

California, April 17, 2023- Organic drink brank Guayaki Yerba Mate has announced its team is embarking on a cross-country music festival tour beginning this weekend through August 6 to raise proceeds for its farmers based out of South America.

The five-month long journey will kick off on April 21 at Coachella in Indio, California and move throughout the country with additional stops in Florida for SunFest, Tennessee for Riverbend and Bonnaroo, and finally, in Illinois for Lollapalooza.    View Full Press Release

Fact Sheet
To support media outreach, I created a visual fact sheet highlighting Guayakí’s impact:
  • $146,500 donated to producer communities (2021)
  • 100% sourced from independent & Indigenous farmers
  • 450 families supported
  • 87% Fair Trade–certified ingredients


Social Media Integration
To extend the PR push digitally, I designed three campaign posts:

1. Festival Lineup Post

A retro lineup graphic featuring products flavors instead of artists.

Purpose:
Blend nostalgia with brand personality while announcing tour stops.

2. Sustainability Post

Spotlight on Paraguay sourcing and regenerative impact.

Purpose: 
Reinforce ethical sourcing and give context to where proceeds go.



3. Brand Activation Post

“Come to Life This Festival Season”

Purpose:
Drive excitement and connect brand energy to live music culture.



Strategic Thinking
This campaign connects:
  • Brand origin story
  • Music culture & youth markets
  • Corporate social responsibility
  • Experiential marketing

Rather than promoting product features alone, the campaign positions Guayakí as a movement — rooted in sustainability and community impact.

Approach


Mixed-Method Research Design

  • Competitive & messaging audit 
    Round 2- Messaging Research


  • Quantitative survey (97 respondents, ±9.9% MOE) 
    Round 7 - Final Report - Draft …


  • Brand attribute comparison (Airbnb vs. VRBO) 
    Final Presentation Airbnb


  • Open-ended perception analysis + word cloud


  • Measure aided and unaided brand awareness

  • Identify strengths and weaknesses in brand attributes

  • Compare Airbnb’s perception against key competitors

  • Explore messaging gaps and areas for strategic improvemen

Objective


  • Measure aided and unaided brand awareness

  • Identify strengths and weaknesses in brand attributes

  • Compare Airbnb’s perception against key competitors

  • Explore messaging gaps and areas for strategic improvement
  • Measure aided and unaided brand awareness
  • Identify strengths and weaknesses in brand attributes
  • Compare Airbnb’s perception against key competitors
  • Explore messaging gaps and areas for strategic improveme
  • Community vs. convenience messaging
  • Brand differentiation ga2. Quantitative Survey Research
  • 97 respondents

  • 95% confidence le ±9.9% margin of error

  • Conducted via Qualtrics (March 24–April 9, 2025) 
    Round 7 - Final Report - DraftPrimary focus:

  • Unaided awareness

  • Aided familiarity

  • Open-ended brand descriptors

  • Brand attribute ratings

  • Comparative perceptions vs. 3. Qualitative Framework

  • Word association exercise Brand collage activities

  • Customer journey mapping

  • Messaging authenticity discussiThis ensured both rational and emotional brand dimensions were conside
Updated 24.10.31