Marketing
Integrated Marketing Communication Plan for Amazon
In my promotional writing class, we broke up into teams to craft an integrated marketing communication plan (IMCP) for a brand of our choosing. Since it was the winter of 2020, we decided to create a plan for Amazon and suggested that they implement a drone service to help deliver holiday gifts to their consumers. Our IMCP was designed to provide our target audience — mothers aged 45-55 years old — an alternative way to shop during the holiday season that allowed them to stay safe during the COVID-19 pandemic.
This project allowed me to develop my research, strategy, creative writing, and design skills.
Below are some of the components I was responsible for. I designed the template for our plans book using Adobe Illustrator and Canva.
Boston vs. Bullies Campaign
The Sports Museum in Boston was my campaign planning class’s client for the spring 2022 semester. My group was responsible for creating a plans book to help promote their educational program, Boston vs. Bullies, across New England. Boston vs. Bullies teaches youth to not only learn about anti-bullying, but it helps them build character development skills led by examples in Boston sports.
We advocated for this program to be implemented into schools and after-school programs for children in 4th-6th grade. We found in our research that children struggled with developing normal social skills during these critical years of their lives because of remote schooling during the COVID-19 pandemic. Thus, kids did not have the chance to meaningfully interact with each other.
Therefore, we targeted educators, parents, and program directors, and promoted Boston vs. Bullies’s award-winning educational materials for them to use to teach the children in their lives.
This project allowed me to exercise my digital marketing, strategic planning, social media, and research skills.
Below are some of the components I was responsible for.
Bretton Woods Media Plan
As the winter of 2020 was approaching and understanding how people would be dreading staying at home since there were few activities they could do safely, my strategic media planning class and I decided to pitch ski resorts as an opportunity for folks to get out of the house and have fun. Since I am a New Hampshire native, I decided to create a media plan for Bretton Woods Ski Resort.
For four months, I researched and strategized a media schedule that would increase season pass sales and raise awareness for Bretton Woods as a family-friendly resort. The target audience was upper-middle class New England families with millennial parents and grade school children whose schools were fully remote.
This project taught me how to strategically plan media, conduct research, and expand my creative thinking.
