2012 Master’s Capstone: West Virginia University Perley Isaac Reed School of Journalism Brand Review, Refresh & Repositioning
▲ Note card front
▲ direct mail Pieces
▲ Timeline infographic
▲ Section Cover Page & Infographic
▲ Infographic
▲ IMC Plan interior pages
▲ IMC Plan tactical timeline chart
▲ IMC plan interior pages w/ infographics
▲ IMC Plan tactical budget table
▲ Brochure cover
▲ Brochure interior spread
▲ Brochure interior spread
[ details ]
Organization
West Virginia University P.I. Reed School of Journalism
Project
Brand Review, Refresh & Repositioning – Fall 2012 M.S. Capstone
Role
Graduate Student
Tools & Technology
Adobe Acrobat Pro | Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Calameo | Microsoft Excel | Microsoft PowerPoint | Microsoft Word
Skills & Knowledge
Brand Differentiation | Budget Management | Color Theory | Communications Strategy | Competitive Analysis | Copyediting | Creative Development | Creative Problem-Solving | Customer-Centric Mindset | Graphic Design | Higher Education Marketing | Layout & Composition | Market Research | MarTech Stack Proficiency | Multi-channel Marketing | Strategic Marketing & Planning | Typography | Print Production | Visual Information Design
Kudos
This was one of three IMC plans selected for an in-person presentation to the school’s advisory body, the Visiting Committee, in New York City in February 2013.
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INTRO & GOAL
Every semester, master’s candidates complete a capstone project before earning an M.S. in Integrated Marketing Communications from West Virginia University’s P.I. Reed School of Journalism (now called the Reed School of Media and Communications). Typically, the subject of the work is a nonprofit, like the American Red Cross. In the fall of 2012, however, the beneficiary of the graduating cohort’s strategic marketing expertise was the very school conferring the degree. Journalism as a career and a profession had been on the slow, steady decline for decades, and the P.I. Reed School of Journalism leveraged its latest crop of soon-to-be M.S.-holding graduates in pursuit of potential solutions to a perpetual challenge.
STRATEGY & PROCESS
Conducted research, gaining key insights through primary and secondary research, competitive landscape assessment, job market outlook, target audience identification and understanding, and more. Proposed a comprehensive, integrated marketing communications plan, including proposed budget allocation, a recommended mix of digital and traditional marcom tactics, and performance metrics to assess campaign success.
SOLUTION & OUTCOME
The integrated marketing communications plan featuring a brand overview with proposed refresh and repositioning for West Virginia University’s P.I. Reed School of Journalism was featured on the university’s website. The plan was also one of three selected for in-person presentation to the school’s advisory body, its Visiting Committee, in New York City in February 2013. The plan and proposed strategy was met with high praise from the school’s top administrators, Committee chair, and was featured in the following issue of the school’s alumni magazine.