Greenlee School of Journalism and Communication Capstone
Golden Heritage Agency
As part of the Greenlee School of Journalism and Communication’s Advertising Campaigns course, I had the opportunity to work on a real-world advertising project that simulated the operations of a professional agency. In this course, students were divided into teams, each tasked with creating an integrated marketing communications (IMC) plan for an actual client. The semester culminated in a presentation day, where teams pitched their strategies to judges and the client, aiming to "win" the account. This immersive experience taught me the intricacies of IMC planning and allowed me to develop essential skills in research, strategy, teamwork, and client communication.
Overview:
As part of the Greenlee School of Journalism and Communication’s Advertising Campaigns Capstone course, I collaborated with a team of eight advertising students to form the Golden Heritage Agency.
Our mission was to create an integrated marketing communications (IMC) plan for a real-world client: Tenuta Santi Giacomo e Filippo, a luxury resort based in Urbino, Italy. This project marked the first time the class had worked with an international client, presenting unique challenges and opportunities for growth.
Client Objective
The client’s primary objective was to increase awareness of Urbino, Italy, and their resort among U.S.-based professionals. Our team developed a comprehensive B2B strategy to position the resort as a premier destination for these audiences.
Challenges
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The seven-hour time difference between Iowa State University and Urbino, Italy, made communication challenging. Additionally, English was a second language for many of the client’s representatives, requiring us to be clear and concise in our messaging.
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Initial research revealed that zero percent of surveyed professionals were familiar with Urbino, Italy, highlighting the need for a robust awareness-building strategy.
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The strategies selected needed to be effective for multiple professional groups, each with distinct needs and preferences.
My Role: Digital Media Manager
As the digital media manager, I was responsible for developing the social media strategy, designing content calendars, and creating sample posts. However, my contributions went beyond this role.
Weeks 1-6
Research Phase
Conducted secondary research to understand the client’s brand, market position, and competitors.
Surveyed over 3,000 professionals in the target industries to gauge awareness of Urbino and preferences for international travel.
Organized and analyzed a focus group with industry professionals to gather qualitative insights.
Communicated weekly with the client, asking questions and gaining insights for our IMC plan.
Strategy Development
Based on research findings, we crafted a brand positioning strategy to highlight the resort’s unique offerings, including its historical charm, luxury amenities, and suitability for retreats and events.
Deliverables
Social Media Booklet
I created a comprehensive guide outlining social media strategies for each target audience. This included optimal posting times, content themes, and fifteen sample posts designed to engage and inspire potential clients. Below are all fifteen sample posts.
Integrated Marketing Communications Plan
Our team collaborated to produce a professionally designed book outlining our full marketing strategy for the client. I contributed to the design of the IMC and wrote sections like the SWOT analysis, social positioning strategy, and social media calendar.
PR Kit
To complement the IMC plan, we shipped a branded PR kit to the client, which included a yoga mat, necklaces, and calendars.
Final Product
We sent our deliverables in a vintage suitcase, reflecting American travel aesthetics. I made custom bag tags to enhance the look.
Outcome
The project culminated in a final presentation to three judges and the client. I designed the slideshow and presented the social media strategy portion of the presentation. While our agency narrowly lost to the competing team by 39 points (420 vs. 459), the experience was invaluable.
This project was one of the most rewarding experiences of my academic career. Not only did I gain practical skills in advertising and digital media, but I also learned the value of teamwork and perseverance. The opportunity to work with an international client and deliver a tangible product was both challenging and inspiring.
