DIPRA 2016 Marketing Plan
As the Account Executive for DIPRA, it was my duty to build the entire 2016 Marketing Plan. The plan covers social media, search engine marketing, trade advertising, direct mail and email campaigns, conference planning, and more. Each tactic focused on specific stakeholder groups with a goal of increasing awareness for the organization. I also presented DIPRA with a proposed budget for 2016, considering the cost of each tactic.
This plan was the final project of my last semester at K-State. The majority of this project focused on identifying the needs of the client through research so that we could effectively identify three objectives, complete with messages and tactics.
I worked on this campaign as part of my capstone class at K-State. We worked with a real client, who went on to use many of our suggestions, including the logo that we designed. While there are some edits to be made to this document, the process taught me a lot about integrated strategy, research, and how to budget a campaign.
This was a class project featured around a fictional scenario. I was particularly proud of this plan because I was presented with the opportunity to combine knowledge from two of my classes at the time, PR Campaigns and Crisis Communications Techniques. This plan effectively identifies many of the components necessary in a crisis. The only element missing that would be vital in a “real” scenario is the importance of practicing the company response to better prepare for a disaster.