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Rockingham Educational Foundation Inc.
DMAW Competition
Spring 2024
The 2014 Ice Bucket Challenge is one of the most viral social media challenges ever, with over 17 million participants. How could ALS Association bring buzz back to the cause in today's social media landscape? JMU Marketing students pitch an integrated marketing communications plan for ALS Association to the Direct Marketing Association of Washington (DMAW).
Re-engage younger generations to participate in the ALS Ice Bucket Challenge with the goal of raising awareness and donations for ALS Association in 2024.
ASK:
STRATEGY:
Target both Gen-Z and Millennials by utilizing Titkok, Instagram, and Facebook to create a generational "battle" and track progress through live feed. Using a combination of social, digital, direct. and experiential marketing, ALS takes the Ice Bucket Challenge beyond a viral internet sensation and connects generations for a cause.
Integrated Marketing Communications Plan (Click to view)
RESULTS:
Our team was unable to compete in the competition as we were the only team to enter a submission, however we did have the informal opportunity to submit our presentation and project to the DMAW.
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