Natalie Sherry – IMC 636 Capstone Project
Graduation Date – Summer 2012
Client – The American Red Cross
Residence – Waukesha, WI
Undergraduate Degree – B.S. Business Administration, Cardinal Stritch University, Milwaukee, WI—2004
Misc. Facts – I am a huge animal lover and have 3 adopted pets.
I’ve been on ESPN: I attended a Red Sox game at Fenway and sat right behind home plate!
Capstone Experience – When the IMC Capstone began, I was in Fort Lauderdale, FL for work, but that didn’t stop me from getting started right away. With 9 short weeks to complete this project, there was no time to waste! The Capstone truly brought every aspect of the IMC program together into a neat package. It’s not enough to be creative without understanding media selection, and it’s not enough to be a PR whiz without understanding the audience or the organization. Organizing one’s thoughts so that each piece of the Capstone puzzle fits within the larger project scope is essential. For instance, when I was considering media, I would scrutinize the choice: does this fit with the target audience, the message, and the overall spectrum of this campaign? When I was brainstorming messages and copy, part of my method was to go back to the focus group participants to see which ones “stuck.” Overall, the American Red Cross Capstone was a challenging, rewarding, and empowering experience, and the ideal way to conclude the IMC program.
Executive Summary
IMC Plan Highlights
