By Kate Johnson
Strategic Organization, Communication Major
Project Title: Quick Quack Car Wash YouTube Strategy and Analytics
Project Background Information
In January 2024, I began an internship with Quick Quack Car Wash in their Human Resources Department, working alongside the Learning and Development team. My primary focus was improving communication channels between upper management and front-line employees. During this internship, I wrote articles highlighting leadership skills shared by company Vice Presidents, derived from their professional experiences and time at Quick Quack. Additionally, I produced engaging and informative videos designed to keep employees informed about company goals and to present key concepts in an entertaining and educational manner. These articles and videos were published weekly on an internal social media platform. The ultimate goal was to foster internal alignment around the company’s culture, goals, and operational knowledge.
After completing this internship, I transitioned to a role with the Church of Jesus Christ of Latter-Day Saints, where I have spent the past year in the Church Communications Department. My responsibilities included developing strategies for their YouTube channels based on data and analytics. It was in this position that I developed a passion for YouTube and recognized the platform’s untapped potential to convey a company’s culture and mission not only within physical locations but also directly to employees and customers, whether they were at home, in line at the grocery store, or engaging in daily social media routines.
Beginning of the Project
These experiences inspired the concept for my senior project. I developed a YouTube strategy designed to unify employees and customers around a company’s culture and goals. While many companies focus on internal culture, I believe that in a saturated market, showcasing an organization’s unique internal culture to customers can be a key differentiator, influencing their decision to choose one company over another.
To bring this idea to fruition, I approached Quick Quack Car Wash and proposed the creation of a tailored YouTube strategy. After receiving an enthusiastic response, I met with the Chief Experience Officer and members of the marketing team to discuss the concept. From there, I began working on the project.
Final Results
The result of this effort is a comprehensive 163-page workbook, which includes an analysis of the YouTube platform, competitor and industry analysis, current company performance metrics, and recommendations for enhancing their existing YouTube presence. The guide outlines strategies for turning YouTube into a primary revenue stream and proposes content ideas to share the company’s culture with customers. It also features a detailed five-phase implementation plan, complete with staffing recommendations and job descriptions.
This strategic guide is designed for ease of use, enabling anyone to navigate the document without assistance. All underlined text links to corresponding sections of the presentation or external sources, allowing Quick Quack to efficiently explore areas of interest and access additional resources for further research on specific topics.
Project File