Semester
Spring
Date of Graduation
2018
Document Type
Problem/Project Report
Degree Type
MS
College
Reed College of Media
Department
Reed College of Media
Committee Chair
David Smith
Committee Co-Chair
Steve Urbanski
Committee Member
Terrance Jackson
Committee Member
Elizabeth Oppe
Abstract
The purpose of this professional project is to provide a guide of marketing and communication strategies for organizations to implement in an effort to succeed in their goals involving improving overall success and awareness of the organization. The main component of this professional project is an integrated marketing communications (IMC) plan designed on behalf of the WVU Visitors Center and their IMC goals. Examined and outlined in this IMC plan is the target audience (Generation Z), as well as overall campaign objectives, creative strategies, media objectives and evaluation procedures that are grounded in and seek to expand upon the theoretical frameworks of narratology and esense of place. While the majority of its contents are related to communication initiatives on behalf of student recruitment in higher education, this IMC plan can also be utilized by other organizations, including those that are unrelated to education.
Recommended Citation
Nealis, Kathryn (Kallie) Priscilla, "Recruiting and engaging generation Z: an integrated marketing communications plan for West Virginia University Visitors Center" (2018). Graduate Theses, Dissertations, and Problem Reports. 4012.
https://researchrepository.wvu.edu/etd/4012