This semester, in my Integrated Marketing Communications Lab taught by Lisa Farman, PhD, my team was able to create and execute an IMC Plan for an amazing company in Ithaca, NY called Via's Cookies, which is run by the incredible Olivia Carpenter! Via donates 5% of her cookie proceeds to struggling BIPOC and LGBTQIA+ students. Along with my team members we were able to help Via implement tactics to grow her social media following, gain more traction to her website, promote events, improve the site's Search Engine Optimization, plan an email newsletter, and more! If you have a minute, check out our final presentation and pay viascookies.com a visit.

1. Via’s Cookies
IMC Plan & Execution
Warren Breiseth, Sara Cayem, Chelsea Deegan, & Julia Loffredo

2. Via’s Cookies
A homemade cookie startup business
established by Olivia Carpenter in the
Ithaca, NY area.
- Regular, vegan, & gluten free options
- 5% of proceeds go to struggling
BIPOC & LGBTQIA+ students
- Retail, pickup, & delivery
- Individual & wholesale

3. 01 Scope of Work
Table of Contents
02 Schedule
03
04 Deliverables
Research

4. 01
Scope of
Work

5. 01
Conduct primary and
secondary research for
further insight into target
audience, local market
space and social media
channels.
Key Goals
02
To increase social media
presence and strategy
through integrated social
media campaign based on
primary and secondary
research.
03
Draft an email marketing
campaign and schedule
based on primary and
secondary research.
04
Develop an SEO
recommendation deck
based on primary and
secondary research.

6. 02
Schedule

8. 03
Research

9. ● Word-of-mouth advertising
○ Campus marketing representative program
● Successful positioning
○ Locations near college campuses
● Niche audience
○ Offering specific product to college students
● Product differentiation
○ Late night delivery service
Case Study

10. ● Instagram is the most popular social media platform among the
survey-takers and Facebook is second.
Survey

11. ● People are a lot more likely to purchase 6-12 cookies vs. 24
cookies online
Survey

12. ● The main factor affecting the likelihood of purchase: company
donates a portion of proceeds
Survey

13. 04
Deliverables

14. Google Business Manager

15. Insights

16. Insights

17. SEO

18. Accounts Created

19. Newsletter Template
- Having different layouts for Via to choose from
- Use the mailchimp account to help send these out to people who have subscribed

20. Social Media Posts
- Educate audience about the origins & growth of Via’s Cookies
- Help consumers understand the company they are supporting

21. Social Media Posts
- Promoting upcoming event at no cost (owned media)
- Reshared to Ithaca Admissions Instagram story

22. Future Social Media Posts
- Different options for important months, dates, holidays, etc.
- Via can decide which is best!

23. +278
followers
Jan 31 -
Apr 25
+101%
increase in
accounts
reached
+75.8%
increase in
engagement
Social Media Insights (4/30)

24. 01 Implement monthly
newsletter
Recommendations
02
More frequent
event promotion on
social media
03
Implement social
media posting
calendar
04
Update Google
Business profile and
check analytics

25. Questions?
Thank You!