In Spring 2017, I decide to enroll in graduate school. For two years, I worked towards a Master of Science in Journalism - Integrated Marketing Communications from the University of Kansas (Rock Chalk!). My coursework included a strong foundation of marketing communications coupled with diverse subject matter including branding, marketing technologies, crisis communications and social media strategy. By Winter 2018, I was starting my capstone - an intense, 6-week “intersession” course that took place between the Fall and Spring semesters created to mimic the intensity of a real-world marketing campaign.
My group was tasked with developing a marketing communications strategy to help our client. the Negro Leagues Baseball Museum, increase contributing revenue. Over the course of those six weeks, my team and I dove deep into market research, built audience profiles and conducted a full audit of the museum’s current marketing materials and assets. We developed a three-pronged plan that focused on identifying potential donors, building a donor pipeline and leveraging opportunities with corporate sponsors.
Download the PDF of the book here. Design elements co-created by all group members.