Post by Julia Kelly

This past spring, I had the opportunity to put classroom theory into real-world practice. For my Integrated Marketing Communications class, I took on the challenge of building a comprehensive, data-driven strategic marketing campaign for the Dian Fossey Gorilla Fund International. What I Created: - A Full Strategic Framework: Developed clear marketing objectives, targeted buyer personas, and measurable KPIs designed to elevate the fund's digital presence and driver deeper engagement. - Social-First Content Strategy: Designed cohesive, multi-channel messaging and content pillars tailored to capture attention on modern digital platforms. - Actionable Execution Plan: Built out specific promotional timelines and creative assets aimed at bridging the gap between wildlife conservation data and audience advocacy. What I Learned: - The Power of Purpose-Driven Storytelling: I learned how to take complex, critical conservation data and translate it into a compelling, emotional narrative that inspires people to act. - Strategic Alignment: I gained hands-on experience ensuring that every creative choice, graphic, and caption tied directly back to an overarching business objective and the organization’s core mission. - The Reality of Conservation: Beyond the marketing metrics, this project gave me a profound education on gorillas, the severe threats to their ecosystems, and the vital community-led efforts required to protect them. I’m incredibly proud of how this campaign turned out, blending structured marketing frameworks with meaningful, impactful storytelling. A huge thank you to my amazing teammates & friends! Kennady Mellott Madeline Castro Jacob Wissot Eric Koo Take a look at the full strategy and creative execution here: https://lnkd.in/etijDEBE