My Role: Content Creator
Media Production
Creative Strategy Development
Content Creation/Graphic Design
Content Management
Content Analytics
INTEGRATED MARKETING COMMUNICATIONS
Western Washington University Marketing Program
LONG FORM CONTENT
SHORT FORM CONTENT
Following the creative brief, use content marketing to achieve organizational communication and marketing objectives.
THE ASK
Create content marketing products that will ultimately lead to an increase of student enrollment in marketing classes.
THE CHALLENGE
There’s high interest in the program, but students are put off by unrelated intro courses.
THE OPPORTUNITY
THE INSIGHT
There’s a large knowledge barrier reducing clarity about what students will get out of the program during and after school.
We made a podcast interviewing Marketing Program Alumni. We asked them about their experience in the program, what they found valuable, and how it has made a positive impact on their careers.
THE SOLUTION
This document outlines our strategy to achieve the organization’s marketing and communication objectives.
CREATIVE STRATEGY
Marketing remains in the top two highest enrolled programs for the entire College of Business and Economics.
THE RESULTS
The problem written from the perspective of the end user. It articulates a problem to the Creative so they will understand the situation.
USER STORY
The problem written from the perspective of the end user. It articulates a problem to the Creative so they will understand the situation.
MARKETING MIX
Describes the entire Marketing Mix and translates those into intellectual advantages & emotional benefits.
PRODUCT BENEFITS
VALUE PROPOSITION
The simple value proposition describes the unique selling proposition (USP)
POSITIONING STATEMENT
The perception of the brand in the mind of the target market.
MARKETING & COMMUNICATION OBJECTIVES
Marketing Objectives are the market potential of the target market including a target number and date to be achieved by.
Communication Objective(s) [CO] of Product or Brand is the communication level needed to be achieved to accomplish the marketing potential described above.
MESSAGE STRATEGY METHODS
How will the message be communicated to a consumer?
