Shenandoah Caverns
Shenandoah Caverns is a family-friendly attraction in Virginia’s Shenandoah Valley, known for its underground cave formations and seasonal events. The destination offers visitors a unique experience through guided cavern tours, special events, and attractions for a variety of audiences.
Roles
& RESPONSIBILITIES
As part of a JMU marketing course project, my team and I developed an Integrated Marketing Communications (IMC) plan for Shenandoah Caverns, designed to strengthen audience engagement and promote the destination’s attractions and events. This project allowed me to combine creative execution with strategic planning, applying audience insights to develop marketing materials that aligned with the brand’s goals. It also strengthened my skills in campaign development, visual design, content creation, and integrated marketing strategy.
Our campaign incorporated audience research, core messaging guidelines, multichannel marketing strategies, budgeting, and performance analytics to create a cohesive approach across platforms. I contributed to developing a variety of campaign deliverables, including social media posts, ticketing promotions and ideas, and flyer drafts.
Snapshot
IMC PLAN