Integrated Marketing Campaign
Our senior capstone project, the Integrated Marketing Campaign, provides invaluable hands-on experience mirroring a professional advertising agency environment. Working directly with a real client, the Community Blood Bank of Erie, Pennsylvania, our team is tasked with developing and proposing a comprehensive, year-long integrated marketing strategy. This involves collaborative planning across various disciplines (including aspects of PR, Sales Promotions, and Direct Marketing) to create a cohesive series of campaigns and tactics specifically designed for execution throughout 2026.
Integrated Marketing Campaign
The development of the plan began with comprehensive primary research and a thorough situational analysis to gain deep insights into the blood donation market and its dynamics.
Based on this foundation, we proposed eighteen distinct, actionable strategies specifically designed to achieve key objectives: enhancing donor retention, increasing new donor acquisition, and driving fundraising efforts. Crucially, each proposed strategy is supported by a detailed implementation roadmap, outlining the specific steps, timelines, and resources required for practical execution.