For my Advertising Foundation class, the task was to create an integrated marketing communications campaign for Adler Planetarium. Initial research showed that would leverage the brand’s reputation and location to bring about a more competitive factor as opposed to the other planetariums. I went ahead to do a full background, gathered insights, and drew up a comprehensive SWOT analysis, a creative framework inclusive of the tagline, target audience, and media recommendations.
The solution was to make a couple of deliverables- a tv storyboard and social media asset to be used across all channels (Instagram, Facebook, Twitter) as well as the organization’s blog. Findings also show that an IMC PR event would maximize existing opportunities. The PR event would be an immersive experience for audiences to network and enjoy the starry view.