Discuss the Integrated Marketing Campaign, which will be named as the "campaign" that the group has prepared for the Durham College Spa, which will be named as the "brand". According to the brief given to us, this includes two personas, website improvement with newsletter, a mapped-out strategy for the first half of 2023, and social media contents, specifically for Instagram.

About the Client Durham College Spa, led by Ms. Leslie Morris, is your one-stop shop for your wellness experience. They provide massage therapy treatments, makeup applications, and esthetic services. These services are being done by students with the guidance of professors and professional practitioners.

Target Audience For this part of the paper, we created two personas for the brand. The first persona is Caleb Levy. He is a 2nd year student at Durham College currently taking the program Police Foundations and currently works at Walmart. He is 20 vears old. He is outgoing, energetic, and loves hiking. He is a health buff and you will often see him inside the gym. As part of his curriculum, he is being trained to have different skill sets such as "social and communication skills, practical law enforcement, technical skills, and ability to connect with different communities" (Police Foundations Program Overview, 2022). When at work, he always carries heavy items. With this, his school and work always keep him physically tired. Recently, he is always having cramps while at work. The other day, he met with a friend, who happens to have had a nice relaxing massage at DC Spa, and referred him to get a massage himself The second persona is Mikaela Reynolds. She is a nurse at Lakeridge Hospital. She has three kids age 23 years old, 18 years old, and 13 years old. Her eldest child is getting married in February. She is a very busy woman, and has limited time for herself. She is also very thrifty lately because her child is getting married. She is looking for a place where she can do some "me" time, but at the same time an affordable place. The DC spa offers a wide variety of "me" services such as massage, cosmetics, esthetics, and waxing. These services are priced low compared to other places. This is the perfect place for her.

Marketing Objective The Marketing Objectives of this campaign are to increase the number of customers that avail of the services of the DC Spa, to increase engagement, and to increase loyalty. All of these objectives will encourage brand trial and repeat purchase. Thus, making that our behavioural objectives. In order to do this, the team has created a campaign for DC Spa and address their concerns.

Promotional Mix Elements For this campaign, our strategy is to do the following promotional mix: advertising, internet marketing including website, social media and newsletter, sales promotion, and word-of-mouth. Each of these elements are important in order to achieve the marketing goals of DC Spa. We are aware that sales promotion is not that much needed, but we think that it is vital to incentivize the customers through this type of promotional mix