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Rockingham Educational Foundation Inc.
MKTG 384
Spring 2024
Rockingham Educational Foundation Inc. (REFI) provides resources to enhance learning, support teachers, and engage the community within Rockingham County Public Schools. JMU Marketing students, also known as Rise Media & Marketing agency, pitch a comprehensive integrated marketing communications plan that blends impactful storytelling with strategic traditional, digital, social, direct, and sponsorship marketing to raise awareness and increase donations, distinguishing REFI’s mission in the competitive non-profit sector.
ASK:
Develop a comprehensive IMC plan for Rockingham Educationial Foundation Inc. using digital, social, and traditional media to increase revenue from $108,000 to $150,000 from July 2024-June 2025.
STRATEGY:
Under campaign theme "Whose Dreams Will You Invest In?", REFI can drive engagement and donations by emphasizing the long-term impact of investing in children's education. Utilizing traditional, digital, social, direct, and sponsorship channels to target millennial parents with emotional and future-focused messaging will fosters strong community connection and support for REFI's mission.
We delivered a comprehensive Integrated Marketing Communications Plan with deliverables, including a media plan, flowchart, budget breakdown, and effectiveness measures. The media plan features 27 pieces of delivered media including print ads, rack cards, brochures, digital ads, social media posts, sponsorship opportunities, and a TV commercial.
RESULTS:
Integrated Marketing Communications Plan Presentation (Click to view)
Recognition: 2nd Place Client Presentation
IMC Plan Document (Click to view)
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