For my Integrated Marketing Communications Capstone class entitled “IMC 455: IMC Campaigns,” we complete a semester-long campaign project. Each semester there is a new client, and ours was TVIfiber, an internet company offering its fiber internet services to rural communities in the South. With TVIfiber expanding to Water Valley, Mississippi, our job was to position TVIfiber to Water Valley residents and show them why they should switch from their current providers. The class is divided into 5 groups of 5, with each group forming a hypothetical agency and assigning roles. For this campaign, our agency was called Legacy Creative Agency, and I was given the role of Public Relations. I am proud to say that our team was selected by the client as the winning campaign!

The elements of this project include:

1. Campaign Objective/Challenge

2. Situation Assessment

   1. Industry

   2. Competition

   3. Brand Audit

   4. S.W.O.T. Analysis

   5. Consumer/Cultural Trends

   6. Water Valley Resident Interviews

3. Defining Target Audience Needs

4. Campaign Strategy

5. Brand Positioning — The Big Idea

6. Campaign Plan — Traditional and Digital Creative Executions

   1. New Website Creation

   2. Social and Digital Media: Ads, Updated Feeds, Email Campaign,

      Youtube Tutorials, Google Display Ads

   3. Traditional Media: Brochure, Mail Flyers, Window Flyers, Newspaper Ad,

      Radio Ad, News Release

   4. Event Marketing: Water Valley Watermelon Festival and

      Farmer’s Market Events, Merchandise Design

7. Media Timetable

8. Budget Breakdown

9. Evaluation

View the final Plans Book here and the final Pitch Presentation here.