Media strategy, budget, performance outcomes: Keurig K-Mini Mate
$1M IMC launch plan with media, budget allocation, and KPIs
Project Overview
This project shows a full-funnel go-to-market approach for the launch of the Keurig K-Mini Mate, which takes brand positioning and turns it into a practical and ready-to-implement Integrated Marketing Communications (IMC) plan. Built around a $1M launch budget, the strategy describes how awareness, trial and adoption would be driven through coordinated advertising, media planning, sales promotion, reseller support, personal selling and public relations.
The work is aimed at implementing consumer insight into action; defining channel roles, media mix decisions, budget spend and timing throughout the customer journey. Each IMC pillar is underpinned by clear objectives, KPIs and evaluation frameworks to ensure accountability and optimization of performance.
My Contributions
I led the strategy, planning, and execution framework for this project from end to end. I developed the full go-to-market IMC plan, including target definition, channel strategy, media mix selection, budget allocation, and performance measurement across all communication touchpoints.
