For my Integrated Marketing Communications course, I developed a strategic campaign for Better Buzz Coffee focused on increasing demand for their catering and group-order offerings.

Working as part of Shift Collective, our team created an integrated campaign that leveraged both paid and owned media channels to deliver a cohesive and engaging message across touchpoints.

My primary contributions focused on paid media strategy and campaign structure. I calculated media pricing using engagement rates, CPM benchmarks, and food and beverage industry standards to inform budget allocation. I also built the campaign flowchart from scratch, mapping how each channel would work together throughout the campaign lifecycle.

This project strengthened my ability to develop a campaign from the ground up, collaborate effectively within a team, and translate data into strategic marketing decisions.