Business 361—Integrated Marketing Communications
At some point for a Business (Marketing) Major at the University of San Francisco, they end up taking this course—jam packed with constant group projects that constantly challenge us and introduce us to various concepts. These projects would vary between company audits, presidential campaigns, marketing projects and sometimes just creating something brand new all together. This is a compilation of all the media aspects that were attached to the written pieces of this course.
Not every brief will have media/photos associated with it.
BRIEF #3
CONSUMER JOURNEY DECISION
For this brief we had to analyze the consumer's purchase process and visually show all the possible steps they may take when it comes to purchasing a pair of glasses from the Hayes Valley Optometry.
There are 5 typical steps within the buying process, and although it seems like a linear process—the consumer tends to either stall on one step for a long time, or backtracks to past steps before making a final decision.
BRIEF #4
MARKETING PANDORA FOR THE BABY BOOMER GENERATION
Don't write yourself off as a baby boomer just yet! The baby boomer generation is born between 1946 - 1964, which definitely changed our perspective on how to create a marketing campaign geared towards their generation. The campaign is called the "This Is Your...Station" helping them navigate Pandora and having stations already curated to them.
One of the bigger ideas we discussed was the idea of Pandora collaborating with Peet's Coffee & Tea to have exclusive stations and offers for Pandora users. While Peet's coffee drinkers could be exposed to Pandora and also offered exclusive deals at the time.
BRIEF #5
PRESIDENTIAL CAMPAIGN—MARKETING SCHEDULE
At the time, early 2016, we had to choose between the two front running opponents (Hillary vs Trump) and create a marketing plan for them and various ways they would advertise themselves. Our group chose to market Hillary Clinton as we saw her direction to be a bigger challenge and fun for our group to emulate.
1. Media Flowchart Timeline,
Create a timeline for Hillary's campaign with various mediums: TV, Out of Home and Online
2. "Hey Hillary!," an online and print publication.
The printed publication can be passed out at various colleges to get young individuals educated about voting and Hillary. The online publication will hold more information and exclusive interviews.
3. Various OOH and Online advertisements
BRIEF #6
UNIVERSITY OF SAN FRANCISCO, SPORTS
The challenge for this brief was to create a campaign, or two, that would increase the amount of attendees to various games that takes place at USF. As students at USF, we know that our school's overall feelings and spirit towards these teams/sports was very low. We aren't as engaged or attached to the teams we have here at school, as living in San Francisco we are enamored by the city and sights alone—that many student's don't feel the need to watch college sports.
The best course of action was to create various e-mail campaigns, as it would be cheapest option for the department, and continuously partner with the USF bookstore and Sports Management department to have sweepstakes and giveaways. Through our research we found that free things are the best incentive (who would have thought!). Finally, have more themed nights, appreciations for the fans, and advertising the underutilized bars/alcohol that is being sold at the games.
