Integrated Marketing Communications Capstone Project

Project Objective: Create an Integrated Marketing Communications Plan for a new car line that focuses on a younger, more environmentally conscious audience.

Skills Learned: Integrated Marketing Communications, Market Research, Creative thinking, Electric Car Industry Knowledge

Class
Advanced Integrated Marketing Communications

Year
Spring 2025

Presentation slide with Kia's project overview and car images, discussing a new brand focused on affordability, sustainability, and quality. Proposal named 'Terra' includes a four-car line: 3-row SUV, sedan, 2-row SUV, and sports car, with EV or hybrid options. Images of cars are captioned with phrases highlighting their features.
Infographic titled 'Media Percentages' showing media mix allocation for a 2-row SUV, with pie charts for '2-Row SUV' and 'Overall'. '2-Row SUV' pie chart shows digital (50%), broadcast (22.7%), events (13.6%), OOH (9.1%), direct/indirect (4.5%). 'Overall' pie chart shows digital (41.7%), events (24.3%), broadcast (14.6%), direct/indirect (11.7%), OOH (7.8%). Text highlights reasoning for targeting 'Sensible Sally', emphasizing high social media use and preference for connected TV. References Pew Research and NCBI sources."
A campaign timeline infographic illustrating marketing strategies over two years. Year 1 includes market research, foundation building, digital infrastructure, and digital and traditional marketing tactics. Year 2 focuses on personalized marketing strategies and community building. Icons and brief descriptions accompany each step.
Automotive marketing strategy slide for OOH advertising, featuring static and digital billboards of a car model with text highlighting goals, target cities like Austin and New York, and examples like QR codes.
Infographic titled 'Measuring Campaign Effectiveness,' detailing methods for digital, broadcast, events, out-of-home (OOH), and direct/indirect marketing metrics.