Project Overview
This campaign report created an entire Integrated Marketing Communications (IMC) plan for the Keurig K-Mini Mate, which promotes the brewer as a "Professional Efficiency Companion" for the market segment we decided to focus on: young legal professionals such as paralegals, mediators, and court reporters. The project examined buyer psychology, brand differentiation, pricing, and communications to develop a consistent campaign with the tagline "Your Minute. Your Mate.” It suggested a two-fold appeal - rational and emotional - demonstrating how Keurig could reconcile its utilitarian value (speed, portability, affordability) with the emotional benefits of focus, balance, and professional composure.
The plan combined research-based marketing frameworks, consumer insight modelling and creative execution approaches to demonstrate how data-driven storytelling can be used to build brand equity and lifestyle resonance.
My Contributions
I was the creator of this Marketing Communications plan, including research, writing, and developing the whole report from concept to completion. I did the market analysis, brand positioning, target segmentation, pricing and distribution strategies and developed the creative message framework that pulled the campaign together under the tagline "Your Minute." Your Mate.”
Throughout the project I utilized principles from Clow & Baack's IMC framework and Kotler & Keller's Marketing Management to create a strategy at the professional level that was balanced between data-driven insight and creative execution. This work represents my ability to build a fully-fledged campaign on my own that combines research, strategy, and storytelling - demonstrating my analytical and creative abilities as a marketing professional.
