Integrated Marketing Communication Project for Durham College Spa (09/2023 – 11/2023)
Project Overview:
The objective of this project was to enhance visibility, customer acquisition, and sales for Durham College Spa through an integrated marketing communication strategy. By collaborating with the college’s sports teams and leveraging various promotional channels, we aimed to increase web traffic, customer engagement, and brand awareness.
Strategies Implemented for Durham Spa
Collaboration with Sports Teams
- Partnered with the college’s strong badminton team.
- Placed banners promoting DC Spa during badminton matches held at the college.
- Extended the reach of the spa’s brand through sponsored promotions and advertisements during tournaments in other cities.
Incorporation of Esports
- Recognized the popularity of esports within the college community.
- Collaborated with the college’s esports team to integrate Durham College Spa branding into their events.
- Showcased the spa’s logo on esports team apparel, including t-shirts worn during competitions.
- Broadcast promotional content for Durham College Spa during esports events, reaching a large audience of students and gaming enthusiasts.
Online and Offline Promotion:
- Implemented a multi-channel approach to promote DC Spa.
- Utilized social media platforms to share engaging content, including behind-the-scenes glimpses, testimonials, and special offers.
- Distributed flyers and posters across campus to raise awareness among students and faculty.
- Enhanced the spa’s online presence through search engine optimization (SEO) techniques, increasing visibility and attracting potential customers searching for spa services in the area.
Outcome:
- The integrated marketing communication campaign resulted in a significant increase in web traffic, customer acquisition, and sales for Durham College Spa.
- By strategically partnering with sports teams and leveraging both online and offline promotional channels, the spa successfully expanded its reach and solidified its presence within the college community.
Conclusion:
Despite initial challenges in presentation delivery, the innovative approach to marketing DC Spa through collaboration with sports teams and esports events proved to be highly effective. The project received positive feedback from both the college administration and the target audience, demonstrating the potential for continued growth and success in the future.