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Kimberly Coleman

IMC 636 Capstone Project

Completion Date – Spring 2016

Client – Make-A-Wish Michigan

Residence – Asheville, North Carolina

Previous Degrees -BS degree in Communication with a Concentration in Public Relations from East Carolina University, Greenville, NC.

Misc. Facts – I have worked in the financial services industry for the past 15 years. During this time, I have held a variety of roles in information technology, business controls and process design. Unlike the majority of my fellow students, I have not held a marketing position.  Working for a large employer awards me with unlimited potential to reinvent my career. I have always had an interest in Marketing and PR and desired to combine the creative aspects of marketing with my experience in technology and business to prepare for future opportunities within my company. That is when I decided to enroll at WVU.  The IMC program doesn’t simply teach marketing, it shows how marketing, PR and communications are at the core of business operations.  Skills learned are able to be immediately applied on a professional level. As a result of my time at WVU, I can confidently create business proposals that are complete and competitive.

Capstone Experience – Capstone can be overwhelming. Just remember that almost everyone feels that way so don’t quit. It is a great feeling to pick up your campaign proposal from the printer and see how professional it looks!  My suggestions for success are to read all the materials when you have first access to them. Then plan your weeks out in terms of what you want to accomplish each day of the week and then give yourself a day off at least once every two weeks. Also building in a buffer day is also a good idea in the event that work, family or illness gets in the way from achieving what you wrote on the calendar that day. If you start your week on Sunday then you can do your reading and discussion board post, Monday you can work on your paper, Tuesday paper, Wednesday paper and 2 responses, etc. Look at each individual requirement and then once the week’s work is finished go back and read it to make sure you answered all that was asked.  There is a lot that is expected so by charting your days/weeks at the onset of class will keep you from getting behind.  Best of luck to all and know that you can do this!


Executive Summary

Coleman Executive Summary

IMC Plan Highlights


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