Integrated Marketing

Integrated marketing is essential for creating a cohesive and impactful brand experience. By aligning messaging, design, and strategy across multiple channels, integrated marketing ensures that every touchpoint reinforces the brand’s values and objectives, maximizing engagement and return on investment. Below, you’ll find examples of my professional work, showcasing integrated marketing campaigns and their success in driving results. Expand on the items below to learn more about the campaign details.

MSU
Homecoming

Objective:

The 2024 MSU Homecoming campaign aimed to develop an integrated marketing strategy to:

Raise awareness of key Homecoming dates and the Grand Marshal selection.
Foster stronger connections between alumni, their alma mater, and the Spartan community.
Enhance engagement with Homecoming events and initiatives for Spartans worldwide, both on campus and beyond.

Target Audience:

The campaign targeted a diverse audience, including alumni, students, faculty, staff, community members, and friends of MSU.

Messaging:

The messaging for Homecoming centered on the theme: “Welcome Home, Spartans.” This theme celebrates Spartans’ global impact and individual achievements, while emphasizing the unifying truth that MSU is home to all Spartans.

First introduced in 2023, this evergreen theme was designed to last for years to come. While year one focused on establishing foundational branding and assets, year two concentrated on expanding the brand’s reach, refining its visual identity, and deepening engagement within the Spartan community.

Tactics:

A wide variety of tactics were employed to meet the campaign’s objectives, including:

Email Marketing: Targeted campaigns to alumni, students, and community members.
Social Media Marketing: A mix of organic posts and paid ads to broaden reach and engagement.
Website Presence: Dedicated Homecoming web pages with event details and updates.
Print Collateral: Banners, flyers, posters, and handouts for on-campus and community distribution.
Bus Wrap: Custom designs to promote Homecoming across campus and surrounding areas.
Promotional Items: Glow-in-the-dark wristbands, bags for parade attendees, foam basketballs with the Grand Marshal’s signature, vehicle decals, buttons, stickers, flags, and more.
Student Engagement: Posters, table toppers, and banners promoting student-specific events.
Local Business Outreach: Posters, banners, and window clings provided to local businesses.
Public Relations: Press releases and interviews with local media to boost coverage.
Dedicated Branding: Annual Homecoming wordmarks and visuals to create consistent branding.
Storytelling: Blogs and feature stories on the Grand Marshal and Homecoming Court members.
In-Person Events: Meet-and-greet opportunities with the Grand Marshal, as well as student-focused activities.
Internal Communication: Collaboration with campus partners to foster campus-wide engagement.

My Role:

As the Communications Manager for Homecoming, I oversaw all aspects of the campaign’s marketing efforts. My responsibilities included:

Strategy Development: Creating the overarching marketing strategy in collaboration with the program director to align with key milestones and event timelines.
Creative Execution: Designing all marketing materials, including:
- Graphics: Email banners, social graphics, and website assets.
- Print Materials: Flyers, posters, banners, handouts, table toppers, and magazine ads.
- Promotional Items: Parade bags, t-shirts, wristbands, decals, and more.
- Digital Content: Emails, social media posts, blogs, and more.
Public Relations: Writing press releases, preparing talking points, and conducting media interviews.
Event Coordination: Developing a photography shot list, coordinating with a professional photographer, and providing on-site event support.
Collaboration: I cannot take all the credit—this campaign was a true team effort. I am fortunate to have an incredible team supporting me, providing feedback, and helping to proof, refine, and enhance all materials to achieve maximum impact.

Outcome:

The 2024 Homecoming campaign achieved its objectives and more:

Campus-Wide Celebration: 94 parade entries, including student organizations, community groups, the Spartan Marching Band, Michigan high school bands, university officials, and more.
Positive Feedback: Attendees praised the promotional items distributed at the parade, enhancing the event experience.
Brand Consistency: The “Welcome Home, Spartans” branding was seamlessly integrated across all marketing materials, leaving a lasting impression and setting the stage for Homecoming 2025.
High Engagement: The campaign demonstrated strong engagement across various channels, from high attendance at the parade to the success of a paid social media ad promoting the “Meet the Grand Marshal” event. The Facebook ad, run across multiple placements, generated 1,146 clicks to the registration page and achieved an impressive 13.43% click-through rate, significantly exceeding the industry average.

Key Takeaway:

The 2024 MSU Homecoming campaign demonstrated the power of an integrated marketing approach rooted in strong branding. By combining strategic planning, creative execution, and collaboration, the campaign successfully fostered engagement, amplified awareness, and strengthened Spartan pride on a global scale.

Student Banner
Volunteer T-shirt
Student Poster
Sticker
Social Media Ad
Email Banner
Meet the Grand Marshal Event
ROTC Volunteer T-shirt
Email Banner
Grand Marshal Banner
Email
Buttons
Glow in the Dark Wristband
Sticker SHeet
Window Cling
Bus Wrap
Grand Marshal 4×4 Handout
Parade Bags for Kids
Student 4×4 Handout

Email Header
Volunteer T-shirt
Volunteer Email
Phone Lanyard
Social Media Post
Checklist Poster
Social Media Post
Registration Email
Email Header
Drawstring Bag
Social Media Post
Email Header
Sunglasses
Social Media Post
Water Bottle

Grandparents University

Program Background:

Since 2005, MSU’s Grandparents University (GPU) program has provided a unique intergenerational learning experience for young Spartans, ages 8-13, and their grandparents. Participants choose from a variety of classes offered by MSU’s colleges, engage in evening programming, and explore campus while creating lasting memories. The program also offers an authentic college experience, including living and dining in MSU residence halls.

Objective:

The goal of this campaign was to develop an integrated marketing strategy that addressed two primary objectives:

Instructor Recruitment: Increase interest and applications from MSU faculty and staff to become GPU instructors.
Participant Engagement:
- Raise awareness of key GPU dates.
- Increase registration and attendance.
- Strengthen alumni grandparents’ connection to MSU while fostering a love for the university among the next generation of Spartans.

Target Audience:

The campaign focused on several key audiences:

Primary: Grandparents (MSU alumni or parents of alumni) and their grandchildren, ages 8-13.
Secondary: Alumni parents coordinating participation for their children and parents.
Instructor Recruitment: MSU faculty and staff interested in teaching classes at GPU.

Messaging:

The GPU brand uses a casual, enthusiastic tone to reflect the program’s fun and engaging nature. Messaging emphasized the unique intergenerational experience, uniting Spartan generations through learning and memorable experiences.

Tactics:

Instructor Recruitment:

Conducted interviews with GPU instructors, including a professor with 10+ years of experience and a first-time instructor for different perspectives.
Coordinated with a videographer to produce high-quality videos featuring interviews and b-roll footage of instructors teaching classes.
Deployed email marketing campaigns and social media posts featuring the videos to inspire interest and applications.

Participant Recruitment and Engagement:

Email Marketing: Targeted campaigns to alumni grandparents, parents, and potential participants.
Social Media Marketing: Highlighted GPU’s unique offerings and key dates.
Video Content:
- Developed a “hype video” featuring interviews with participants from the previous year and b-roll of grandparents and grandchildren enjoying the program.
Print Materials: Created a program guide and scavenger hunt worksheet distributed at GPU.
Digital Assets:
- Designed and distributed the class catalog outlining available classes and enrollment preparation steps.
- Updated the GPU website with key information and user-friendly navigation.
Communications Brief: Provided internal partners with detailed messaging and program information.
Promotional Items: Designed and coordinated production of branded items, including drawstring bags, flash drives, hand sanitizers, name badges, lanyards, sunglasses, t-shirts, water bottles, aprons, pennants, and sun kits.
Photography: Hired a professional photographer and coordinated their schedule to capture key moments, events, and classes during GPU.

My Role:

As the Communications Manager for GPU, I led the development and execution of all marketing materials and campaign strategies, including:

Strategy Development: Created overarching marketing strategies for both instructor and participant recruitment.
Creative Execution: Designed promotional items, digital assets, and print materials, ensuring consistent branding across all touchpoints.
Project Management: Managed vendor relationships for promotional items and print production, coordinated interviews, and oversaw on-site event operations.
Content Creation: Scripted interviews, crafted copy for marketing materials, and created social media and email assets.
Event Support: Volunteered on-site to assist with logistics and enhance participant experiences.

Outcome:

The 2024 GPU campaign successfully reinforced GPU’s reputation as a beloved and widely attended program:

Received high praise for program structure, class offerings, and overall participant experience.
Achieved high engagement on social media posts covering the event.
Delivered consistent branding across all materials, creating a seamless and professional experience.

Key Takeaway:

This campaign demonstrated the value of an integrated marketing strategy in connecting multiple generations of Spartans, increasing engagement, and delivering a memorable program experience. By aligning targeted messaging with high-quality creative assets, the campaign not only achieved its goals but also strengthened the foundation for future GPU initiatives.

Additional Creative:

View the Class Catalog

Spartan Pathways Travel

Program Background:

The Spartan Pathways Travel program provides MSU alumni and friends with curated domestic and international travel experiences, including cruises and all-inclusive stays. With over 50 trips offered year-round, each journey is designed to deliver immersive cultural and recreational experiences while fostering connections within the Spartan community, all coordinated by experienced travel partners.

Objective:

The year-long integrated marketing strategy aims to:

Increase Awareness: Educate alumni about Spartan Pathways Travel’s unique offerings and the value it brings to the Spartan community.
Boost Engagement: Improve email open rates, social media interactions, and the number of new and returning travelers.

Target Audience:

Alumni (50-75 years old): This group appreciates the program’s high-end travel experiences and has the resources and time to participate.
Young Alumni (22-35 years old): Exclusive tours for this audience offer age-appropriate activities and peer-focused travel experiences.
Graduating Seniors (21-25 years old): The “Essential Europe” trip caters specifically to this audience, providing a memorable post-graduation experience across multiple European countries.

Messaging:

The Spartan Pathways Travel program combines professionalism with vibrant, engaging communication. Descriptive language and captivating imagery highlight the uniqueness of each trip. The tagline, “Wherever You Go, Go Green,” emphasizes the community-driven nature of the program, offering participants the opportunity to travel with fellow Spartans while celebrating MSU pride.

Tactics:

The program employs a mix of strategies to reach and engage its diverse audiences:

Email Marketing:
- Monthly campaigns targeted at alumni aged 50-75.
- Social media outreach takes precedence for younger audiences, supplemented by occasional emails.
Website:
- Highlights trips and provides detailed information.
- A new, dynamic website launching in 2025 will include enhanced search and filtering options, producing unique URLs for segmentation and targeted digital marketing.
Social Media:
- Organic and paid posts featuring user-generated content from participants and MSU faculty/staff hosts.
- Compilations of video content captured during trips, edited for promotional use.
Promotional Items:
- Participants receive branded items such as rain jackets, backpacks, luggage tags, tech organizers, and more, delivered in a customized Spartan Pathways shipping box.
Print Materials:
- Annual travel catalogs (in print and digital formats).
- Postcards, mailers, 4×4 handouts, and cards for trip hosts to provide personalized touchpoints and enhance engagement throughout the trip.
Photography:
- Professional photography to capture branded items and MSU gear in destination settings.
Mini-Campaigns:
- Integrated efforts to promote specific initiatives, such as launching the annual catalog, boosting registrations for targeted trips, or highlighting special deals.
- Tactics include email campaigns, social media ads, and website updates, ensuring consistent messaging and visuals across platforms.

My Role:

As the Communications Manager for Spartan Pathways Travel, I oversee all aspects of the marketing strategy and execution, including:

Developing and managing the overarching marketing strategy.
Designing, writing, and executing all campaign materials.
Managing client relationships, vendors, and promotional item production.
Serving as a trip host to gather participant feedback and enhance the overall experience.

Outcome:

The Spartan Pathways Travel program continues to grow strategically and achieve strong results:

Innovative Resource Allocation: Prioritized the development of a dynamic, feature-rich website over the creation of the 2025 travel catalog to improve marketing capabilities.
Consistent Engagement: Social media posts and ads regularly achieve high engagement rates.
Positive Feedback: Participants consistently praise the program in surveys and direct feedback, particularly enjoying the promotional items.
Evolving Branding: The Spartan Pathways Travel brand has become stronger and more recognizable, resonating with the Spartan community.

Key Takeaway:

This case study highlights the importance of adapting strategies to meet evolving goals and leveraging integrated marketing to create a cohesive, engaging brand experience. By balancing innovation with strategic execution, Spartan Pathways Travel continues to deliver exceptional value to the MSU community while fostering lifelong connections.

Additional Creative: