Date of Graduation


Document Type

Problem/Project Report

Degree Type



Reed College of Media


Reed College of Media

Committee Chair

David Smith

Committee Co-Chair

Steve Urbanski

Committee Member

Terrance Jackson

Committee Member

Elizabeth Oppe


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.