Campaign Planning

Objective
Me and two other WMU students were tasked with finding a new target market and drafting a campaign for the business "Frozen Garden", which was on the behalf of the worldwide Digital Marketing Competition.
Strategy
We first started with choosing our target market which was gym owners, taking a B2B approach to the marketing campaign. We conducted primary research to gain more data on our chosen target market by creating surveys and reaching out to gym owners across Kalamazoo. We created a persona, dealt with target metrics and KPIs, and made mockups for social media content used in our draft campaign.
Outcomes
In the end, we had a fully realized campaign for Frozen Garden that covered all of the most important details of a full 12-month long campaign. This was an incredibly insightful project, and it taught me the complexities of campaign planning and strengthened my skills in several digital marketing tools.