This project provides you an opportunity to apply the marketing communications concepts you will learn throughout the course. You should find a local client or a startup, for which you will develop a marketing communications campaign embracing multiple venues (with at least one interactive medium) that would synergistically impact targeted consumers’ behaviors and/or attitudes. You will then develop an editorial calendar and design the visual and text-based copy elements to supplement your plan. Individual Project Guide (provided in a separate file) should be used as the assignment outline. Grades for the project will be based on the following criteria: 1. Depth of competitive and market research analysis 2. Logic and relevance in proposing the targeting and positioning bases 3. Compelling arguments for the proposed selection of media and vehicles and their appropriateness 4. Creativity in the choice of communications strategy and tactics 5. Innovativeness in message content and delivery methods
