As part of a semester-long project, I developed a comprehensive IMC (integrated marketing communications) campaign for White Oak Lavender Farm, a local business in the Harrisonburg, VA area. Tasked with managing a $50,000 budget to plan and evaluate advertising, sales promotion, and public relations initiatives, my group designed a campaign to increase brand awareness and drive online sales by 20% by engaging customers through lavender-themed experiences and using targeted content to strengthen the brand’s wellness-focused image.