MKT334: Consumer Behavior
IMC PROJECT: BRIDGE CITY COFFEE CLUB
During my final semester at Anderson University, I created an IMC (integrated marketing communications) campaign for Bridge City Coffee's Coffee Club. This project was part of my Consumer Behavior class and took me seven weeks to complete.
During this project, I set goals and objectives for the campaign to work towards and created a target audience to reach. The theme of the campaign focused on the human motivations of self-respect and curiosity. I created hashtags specific to the campaign and kept the branding consistent to Bridge City Coffee's branding at the time.
In the Aware stage of this IMC campaign, I created two ads. One was an Instagram graphic and the other a fully scripted one minute online video. For the Search stage, I created a website landing page that provided information on the Bridge City Coffee Club subscription as well as the live event that would be hosted in the Compare stage. The live event for this campaign was a coffee cupping! For this live event, I detailed the emotional and functional impact of the event and provided a fully detailed itinerary from the parking lot to the end of the event. In the Buy stage, I discussed how we would get the target audience to actually make a purchase. Then, in the Post-Eval stage, I created two Hubspot emails. The first email was a product survey and the second was a newsletter that would be updated and sent out every month. I then created KPI's (key performance indicators) for every stage of the campaign and then for the campaign as a whole.
This project stretched me beyond my limit as I took on the roles of being the account manager, strategist, content creator, and event planner all at once. It was a lot of work, but at the end of it I have a project that I am proud of for a local business whose mission I love!
Campaign Document
(Scroll down to read)
Project Presentation