Role: Team Researcher and Designer (Fall 2023)
WAYNESBORO BED & BREAKFAST
Integrated Marketing Communications is a course that combines the topics of advertising, sales promotions, packaging, public relations, publicity, personal selling, digital marketing, social media marketing, direct marketing and event sponsorship, to create a campaign for a local client. During my semester, we were tasked to create a campaign for three bed and breakfasts in the Waynesboro area: Cider House, Heritage Hill, and Bowman House. My group devised the campaign theme, "Getaway & Come Home", an oxymoron that was to draw the reader in as well as establish our clients' services as a home you can go away to. Below you can view the full plan along with some of the deliverables I helped produce.
OVERVIEW
As a team, we worked together to develop a comprehensive marketing plan that utilized several channels of promotion for our clients. Through intensive research, we constructed a promotional schedule and budget for three local Bed and Breakfasts that were looking to increase their bookings by 20% from January 1st through December of 2024.
Their issue was that outside of key seasons of travel, they were experiencing losses from slow seasons like late winter, early spring and fall. Through researching geographic contexts and target audiences, we devised a schedule of several marketing initiatives that took advantage of physical, digital, and event platforms. This plan required creative brainstorming, data analysis, and strategic thinking to develop a tailored approach for each Bed and Breakfast.
After our presentation, we were applauded for our in-depth analysis as well as awarded the most creative plan out of all 12 competing teams.