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Mariana De Lucca

IMC 636 Capstone Project

Completion Date – Summer 2016

Client – A Day in L.A.

Residence – San Diego, CA

Previous Degrees – B.A. in Journalism from Faculdade Casper Libero, Sao Paulo, Brazil; Certificate in Music Business from UCLA, Los Angeles, CA.

Misc. Facts – I grew up in Brazil and left a career in journalism to move to the United States 11 years ago. After a few years of working odd jobs, getting a handle on a foreign language and interning, I got a job at Google as an Advertising Analyst. That experience expanded my knowledge about digital marketing and inspired me to pursue my Master’s degree in Integrated Marketing Communications. Currently I work as a SEO Lead for iProspect, a digital advertising agency, marketing Fortune 500 companies such as PayPal and Sony. A fun fact: I got a puppy on the same day I started the Capstone. While it was crazy to juggle a full-time job, the Capstone and having my first dog, I’m really glad I had him as a companion to relieve some of the stress. I named him Archer, which may have been an homage to our awesome capstone professor Archie Sader.

Capstone Experience – The Capstone was a mix of second-guessing every single step I took and feeling extremely confident that I was on the right track. The whole process was challenging, but once I decided what my campaign would focus on, everything became clear. If you have the opportunity to choose your own client, make sure you choose something you enjoy (even better if you have a contact in the company so you can ask for details). You will think about your client 24/7 for eight weeks and being familiar with the industry can make the experience a lot more pleasant. In the beginning, try to narrow down the business problems you will try to solve with your proposal, along with the right target market for your client: it is better to have a few objectives well thought out than too many objectives that your client won’t be able to achieve.

I built my agency credentials about a month before the class started, so I could dedicate the first few weeks for deeply researching my client, the target audience and the industry (wow that was a lot of research)! Graphic Design is not my strong suit, so websites like Taylor Brands and Canva were lifesavers for my proposal (Fiverr was also great for proofreading)! Be your own project manager and plan every single step of the project along with the “due date” for those steps. I set my own deadlines for every section, so I could allow time for proofreading, changing content as needed and keeping everything on track. I ended up finishing the proposal a week before the deadline, and could enjoy an early vacation and the peace of mind of not being pressed for time.

Seeing the project printed and ready to go was one of the best feelings ever. Everyone at the Fedex store thought I was crazy for taking selfies with my proposal, jumping and screaming when I saw it, but I didn’t care, I wanted to enjoy that moment. Allow yourself to be proud of your work. This is a great accomplishment and the ultimate validation of your hard work throughout the IMC program.

Executive Summary

De Lucca Executive Summary

IMC Plan Highlights

De Lucca SWOT  

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