BU Sustainability Team Campaign
Parts of this section are from a campaign I was required to produce for an assignment during my first year at Bournemouth University, but presented in the form of a portfolio instead of the original essay. Other parts were created after the assignment for fun. Whilst the client is very much real, the campaign is 100% fictional and based solely on prior research and creativity.
This assignment was completed during the 2022/23 academic year.
The role of an integrated marketing campaign ensures that your target audience are seeing the same message across all marketing channels.
Having an integrated campaign allows you to reach more than one audience segment simultaneously and provides insights into which channels your audience interacts with most effectively.
The Aim:
The main aim of this campaign is to position the Bournemouth University Sustainability Team as a champion of the sustainable development goals.
Strategies:
Below you will see an example of an Instagram carousel and a poster I created as part of the campaign alongside some excerpts from my essay.
"Key target audiences for this campaign will be a combination of residents local to the university as well as students at schools partnered with BU.
Bournemouth University currently has over 100 academic partners in the UK and globally (Bournemouth University 2022a). Some of these partnerships include Bournemouth and Poole College, Kingston Maurward College, Wiltshire College, as well as a large number of primary and secondary education providers (Bournemouth University 2022b)."
"Another form of out of home / print media we could use for reaching our target audience is posters strategically placed in places with a high amount of foot traffic. The idea I had for these posters contains seeds within the paper with small tear off pieces for people passing by to take home and plant in their gardens. By adding seeds throughout the entire poster, if the poster was to blow off in the wind and land somewhere, the paper would disintegrate and leave behind plants in its place."
^ Example of an email to be sent out as part of a newsletter