school / Integrated marketing / January to May 2026

Shenandoah Caverns IMC Plan

Infographic · the numbers

Where the proposed $50,000 goes in a year.

$50,000: total proposed budget
12: months of coordinated campaign activity
+20%: target for adult ticket sales in 2027, set in the plan
8: awards won by the plan

Budget by channel

Proposed budget by channel, in dollars and as a share of the $50,000 total. This was a guideline budget for a class plan. No real money was spent, and these are planned allocations and targets, not campaign results.

Hover, focus, or tap a channel to light it up. Click to keep it selected.

The year at a glance

MonthApril

April: Digital marketing heavy · Social media active · Print & out-of-home heavy · Events & promotions heavy · PR & earned media active.

Proposed measurement plan: monthly dashboards, periodic reviews, and a full post-mortem in January 2028. This was part of what we proposed and was not carried out.

View the numbers as tables

Proposed budget by channel
Channel	Proposed budget	Share of $50,000
Print & out-of-home	$20,000	40%
Digital marketing	$15,000	30%
Social media	$5,000	10%
Events & promotions	$5,000	10%
PR & earned media	$5,000	10%

Campaign intensity by month
Channel	Jan	Feb	Mar	Apr	May	Jun	Jul	Aug	Sep	Oct	Nov	Dec
Digital marketing	active	active	heavy	heavy	heavy	active	active	active	heavy	heavy	heavy	heavy
Social media	active	active	heavy	active	active	active	active	active	active	heavy	heavy	heavy
Print & out-of-home	light	active	active	heavy	heavy	heavy	heavy	heavy	active	active	light	light
Events & promotions	not running	not running	light	heavy	active	not running	not running	light	active	heavy	active	heavy
PR & earned media	active	active	active	active	active	active	active	active	active	active	active	active

Works cited

Madison Insights. “It’s Never the Ticket. It’s the Memory.” MKTG 384, James Madison University, n.d. Team presentation.

Original visualization of figures from the team’s own presentation; no source artwork is reproduced.

The idea

Our team, Madison Insights, acted as an agency for Shenandoah Caverns in a simulated class engagement. We wrote a 100+ page integrated marketing plan, “One Trip. A Lifetime of Adventures.”, and presented it. The plan pairs grandparent and young-family personas with a proposed 12-month campaign.

My contribution

I led strategy for the team and was named Team MVP.

The result

Our team turned in the 100+ page integrated marketing plan, which included a proposed measurement approach, and presented it to the class. The plan won 8 awards, and I was named Team MVP. The ticket-sales growth and channel KPIs in the plan are targets, not results, and no campaign was run.

Goals and budget are proposals for a class plan. No real money was spent.

Two audience profiles connect travel motivations, barriers, and channel preferences to the campaign. — Page 5 · Audience personas

The proposed digital channel plan combines display, search, email, and website improvements. — Page 7 · Digital marketing plan

The original flowchart shows the timing and proposed allocation of the $50,000 proposed campaign budget. — Page 12 · Campaign calendar and budget

Madison Insights. “It’s Never the Ticket. It’s the Memory.” MKTG 384, James Madison University, n.d. Team presentation.

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