As part of my senior capstone project, I collaborated with a team to develop an Integrated Marketing Campaign (IMC) for JonnyPop's latest shelf-stable freezer pops. This was a school project within the UMN Hubbard School of Journalism and Mass Communication and was not fully associated with JonnyPops.

My agency, Golden Works, created a campaign centered around the Simple Minded Proposition (SMP) of 'Spreading Kindness Through Simple Ingredients' and encapsulated the concept with the tagline 'Where Kindness Meets Every Space.' Our campaign ideas were to bring JonnyPops into spaces locally and nationally to spread kindness and bring awareness to the latest shelf-stable freezer pops.

In my role within Golden Works, I took on the responsibility of the media position. In this capacity, I formulated a comprehensive plan covering paid, owned, and earned media for the entire campaign duration. Beyond this role, I played a significant role in conducting the SWOT analysis, conducting primary research on our target audience, contributing to the Integrated Marketing Communications (IMC) strategy and overview, and contributing creative ideas.

Ultimately, we presented the campaign to JonnyPops, our client, who will incorporate their preferred concepts into their marketing strategies. This project brought great satisfaction and success, instilling pride in both myself and my agency during the presentation. Feel free to take a look!