ICC PROSPERITY PLAN
Personal Campaign
THE EXECUTIONS
THE CHALLENGE
The Indiana Chamber of Commerce received a grant to fund a multichannel marketing campaign and they have issued a request for proposals from student-generated initiatives. The chamber doesn’t know what they should focus the campaign on or what audience they should target, but they know they want the campaign to be related to one of the pillars in their Indiana Prosperity 2035 Plan.
THE PROCESS
I aimed to strategize around the sixth pillar of the Prosperity 2035 Plan, titled “Healthy, Prosperous Communities and Citizens,” which addresses the state’s poor health and welfare ratings through enhanced education, engagement, and civility. I began by identifying the target audience for the campaign and considering which civic engagement channels could be utilized to improve the pillar's outcomes.
THE SOLUTION
By targeting Gen X and Millenials, I proposed that ICC communicate through various channels with deliverables like OOH display ads and a web landing page.
The content would advertise volunteer opportunities that reflect the pillars incentives proposed; civic education, federal and medical aid fundraisers, healthcare clinic events, and increased shelter and peer support groups.