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Claudio Carrasco
Indi Artist Claudio Carrasco Integrated Marketing Plan
Claudio Carrasco is an independent Christian Hispanic Indie artist based in Issaquah, Washington who seeks to share Christian faith-based messages through his music. He does not have a marketing plan and needs to keep and extend his audience to create the sustainability of his call (business). We are presenting a plan that proposes a business goal, a marketing goal, and a brand awareness goal. This plan will help the artist to reach new audiences and become a sustainable business.
Joanne Hier
Jazz Night School Online Classes Marketing Campaign
For my capstone project, I helped a nonprofit music education organization called Jazz Night School to develop and promote a new online class offering. They had to make this switch to online in the wake of the COVID shutdowns. Doing online learning was a completely new ballpark for my client, and there were many challenges along the way including new competition and technical difficulties. We managed to develop and launch this program in the span of just two weeks, and this new class format is something that they plan on keeping even after the shutdown ends.
Nick Otniel Manzat
Breilee Marketing Plan
In this Capstone Paper, the author, Nick Manzat tackles a marketing problem concerning his E-commerce client Breilee. The handmade children’s accessories client is facing an already well-established competition within the niche of the handcrafted products. Through primary and secondary research, he discovered that Breilee needs to increase awareness and drive consideration. The audience needed to know there is a better, more affordable, and high-quality alternative for children’s accessories. After the primary and secondary research phase, Nick proposed the client to work on brand guidelines, advertising, content marketing, and event marketing. Each initiative served as a complement to the bigger idea of raising awareness and driving consideration of the magical moments Breilee helps capture.
Vic Spurling
Integrated Marketing Plan for local Redmond Dog Groomer & Pet Boutique
For my Capstone project, I developed and executed an integrated marketing plan for a local Redmond dog groomer and pet boutique. Development of this plan included in-depth industry research, a complete competitive audit, the informed creating of customer personas and their journeys, and determining client goals to determine the best way forward. Execution was done through branding, developing a social media schedule as well as drafting social copy, creating a Google advertising campaign, optimizing web content, and developing a sales promotion to help bring in new recurring clients.
Emily Steitzer
Integrated Marketing Plan for Dockside at Duke’s
Dockside at Duke’s is a newly opened event space in the South Lake Union region of Seattle, Washington, owned by parent company Duke’s Seafood. Entering the saturated venue market, Dockside at Duke’s has struggled to attract an audience despite promoting its venue through two trade shows and each of the well-established Duke’s Seafood seven restaurants. An integrated marketing plan focusing on branding and driving awareness of the new venue was created to address this problem.
Marijke Thomas
Strong Family Insurance Integrated Marketing Plan
Strong Family Insurance based in Mount Vernon, Washington, is an independent agency licensed to market commercial and personal lines of insurance. They do not have a marketing plan and need to attract and write new business to show its ability to earn income and sustain growth. Innovative Marketing was selected to help them craft a plan to address this situation.
Research around challenges faced by Strong Family Insurance resulted in the creation of five objectives by Innovative Marketing: increasing sales, driving awareness that they are a high quality insurance company serving both consumers and commercial business, driving consideration that Strong Family Insurance serves a wide variety of industries, increasing perception that Strong Family Insurance honors relationships, and retaining 85% of the current customer base.
The objectives guided the creation of a promotional marketing strategy statement designed to activate consumers to take action and ideally convert in to becoming a customer: “You can count on Strong Family Insurance to honor their relationship with you and the larger Mount Vernon community. Choose Strong Family Insurance for high quality service in personal and business needs, regardless of industry.”
To implement this plan, Innovative Marketing proposed four initiatives and campaigns that supported the strategic framework:
• Define brand guidelines
• Improve the ecommerce experience
• Implement a content marketing campaign
• Implement an advertising campaign
Last Updated March 24, 2022