As part of a University brief, it was my task to investigate and develop a marketing plan and integrated marketing communication campaign for a brand of my choice, and to consider its marketing mix, whilst also producing a promotional element that they are not currently using.

 

It was my choice to go for Waterstones, a brand that I am heavily interested in, where I would boost sales of the chain in an ever-dying high street marketplace lost to online retailers taking the bulk share of income revenue from the goods sold.

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Throughout, I had already deciphered that Waterstones were already involved on the social media scene, as well as having their own website, rewards scheme, in-store experiences and more. This gave me the chance to both upgrade and expand on these operations, and then with ideas that I finalised from both strategic and personal choice, I created a series of additional campaigns that would be within Waterstones best interest, such as a new Audible x Waterstones crossover Guerrilla experience, stage designs for live events (e.g. an award show and a small festival) and more.