Integrated Marketing Campaign
This project focuses on the development of a comprehensive integrated marketing campaign for Shenandoah Caverns, designed to increase brand awareness and drive engagement. Working as part of a team, we created a full strategy that included target audience research, campaign concepts, budgeting, and promotional planning, culminating in a final presentation delivered directly to the client.
Shenandoah Caverns IMC Campaign
This integrated marketing campaign for Shenandoah Caverns focuses on increasing event attendance and repositioning the brand as a year-round destination. Developed in a team of six, the campaign combines digital, social, and promotional strategies to create a cohesive plan designed for real-world implementation.
Style Guide
The style guide was developed to ensure a cohesive and recognizable visual identity throughout the campaign. It outlines key elements such as color palette, typography, imagery, and overall brand tone, creating a consistent look and feel across all marketing materials and touchpoints.
Segmentation, Targeting, and Positioning
This section showcases the segmentation, targeting, and positioning strategy that drives the campaign. By identifying key audience segments and defining a clear target market, we developed a focused positioning that informs all messaging and ensures the campaign resonates with the right audience.
Creative Brief
This creative brief outlines the strategic foundation behind the campaign, defining the brand positioning, messaging, and overall creative direction. It guided the development of campaign visuals, tone, and storytelling to ensure a cohesive and engaging brand experience across all platforms and touchpoints.
Promotional Content
This piece is a promotional graphic for Bloom Fest, an event our team created for Shenandoah Caverns as part of the campaign. Designed to drive attendance and engagement, it highlights key event details while incorporating interactive elements like the “Bloom Fest Passport” to encourage participation and social sharing.
Content Calendar
This content calendar outlines the strategic rollout of campaign messaging across multiple platforms, including social media, email, and web. It ensures consistent communication, aligns content with key campaign moments, and supports overall goals such as increasing awareness, engagement, and event attendance.