Integrated Marketing Communications Project: Pura

In my Marketing 472 Integrated Marketing Communications class, my team and I developed an extensive marketing campaign for Pura, a pioneering company founded in 2008 by Roger and Jenifer Moore. Recognized for its commitment to child safety and environmental sustainability, Pura has been awarded 39 times and holds over 30 patents, with its products retailed in more than forty countries.

Project Description

Our project commenced with a deep dive into a situational and internal analysis to pinpoint Pura’s current market standing and strengths. We thoroughly explored external factors, including environmental considerations and competitive landscape, identifying both direct and indirect competitors. To precisely target our audience, we crafted personas that detailed the specific needs and preferences of potential customers, guiding our strategy to align Pura’s offerings with customer goals.

As part of our comprehensive approach, my specific role involved creating strategies for earned media. This included developing initiatives to enhance Pura’s visibility and credibility through non-paid channels such as media coverage, influencer partnerships, and customer testimonials. Our goal was to generate organic buzz and authentic engagement, positioning Pura as a leader in sustainable child safety products.

We set clear, measurable objectives for our campaign and developed a strategy that leveraged owned, paid, and earned media to maximize reach and impact. Our creative theme and messaging were encapsulated in several visual mock-ups, demonstrating how Pura’s key messages would be communicated across different platforms. We also outlined the metrics for measuring the effectiveness of our strategies and detailed the allocation of a $500,000 budget to various campaign elements.

This project showcased our ability to create a comprehensive marketing strategy and demonstrated our understanding of integrating various media channels to effectively communicate a brand’s value proposition.

* Creative design mockups and or campaign documents are available upon request.