Hi! I'm Regan Cassady, and I'm a senior majoring in Advertising and Public Relations at West Virginia University.

This audit provides an in-depth assessment of e.l.f. Cosmetics’ current brand positioning, equity, and potential for growth within the mass market cosmetics category. Through an analysis of the competitive landscape and target market, an evaluation of the brand’s product offerings and messaging strategies, and primary and secondary research, this report identifies key strengths, weaknesses, opportunities, and threats that may inform e.l.f. Cosmetics’ future brand strategy.

This integrated marketing communications plan presents a bold, purpose-driven strategy for Firehouse Subs designed to elevate brand awareness, increase consumer loyalty, and expand the impact of the Firehouse Subs Public Safety Foundation. With a $20 million media budget, this campaign will leverage the brand’s identity—rooted in hearty subs and philanthropic support—to connect with young adults through digital storytelling, relevant partnerships, and interactive experiences that highlight Firehouse Subs’ commitment to flavor and fellowship.