KARA'S CHOCOLATES | INTEGRATED MARKETING CAPSTONE
TURNING DISCOVERY INTO PURCHASE.
For this capstone project, I developed a hypothetical integrated digital campaign for Kara’s Chocolates, connecting social media, email marketing, paid advertising, and a dedicated landing page to create a more cohesive path to purchase.
Building the Paid Media Strategy
01
CUSTOMER JOURNEY
Developed a hypothetical multi-channel journey designed to connect brand discovery, product consideration, purchase, and post-purchase engagement.
02
CHANNEL STRATEGY
Built a proposed campaign across social media, email, Google Search and Display, with each channel supporting a different stage of the customer journey.
03
CONVERSION PATH
Designed a dedicated landing-page concept to connect campaign traffic directly with the Holiday Mint Truffles purchase experience and provide a central point for conversion tracking.
4
Digital Channels
2
Email Paths
6
Weekly Social Posts
1
Connected Campaign
From Strategy to Execution
PRODUCT PROMOTION
Created product-focused social concepts designed to introduce the featured Holiday Mint Truffles and connect seasonal messaging with a clear purchase opportunity.
CUSTOMER ENGAGEMENT
Developed community-focused content concepts designed to showcase customer experiences, strengthen brand connection, and add variety beyond direct product promotion.
EDUCATIONAL CONTENT
Created educational social content designed to provide useful product information while giving audiences another reason to engage with the brand beyond promotional posts.
EXPANDING DISCOVERY WITH PAID MEDIA.
I developed hypothetical Google Search and Display ad concepts to extend the campaign beyond organic social. Search focused on reaching customers actively looking for chocolate products, while Display introduced the featured product to broader audiences through visual advertising.
CREATING A CLEARER PATH TO PURCHASE.
I designed a hypothetical campaign landing page to connect traffic from paid ads and social media directly with the featured product. The page focused the customer journey around the Holiday Mint Truffles and created a more direct path from initial interest to purchase.
EXTENDING THE CUSTOMER RELATIONSHIP.
I developed a hypothetical post-purchase email automation that created different follow-up paths for new and returning customers. The strategy used tailored messaging and incentives to continue the customer relationship beyond the initial purchase.
CONNECTING EVERY TOUCHPOINT.
DISCOVERY
Paid search, display advertising, and organic social created multiple proposed entry points for customers to discover the featured product.
CONVERSION
Campaign traffic was directed toward a dedicated landing-page concept designed to reduce friction between product interest and purchase.
RETENTION
A proposed email automation flow extended the strategy beyond acquisition by creating tailored follow-up experiences for new and returning customers.
ONE CAMPAIGN. MULTIPLE TOUCHPOINTS.
This capstone project strengthened my understanding of how social media, paid advertising, landing pages, and email can work together as one connected digital experience. Rather than treating each channel independently, I developed a hypothetical strategy designed around how customers discover a product, move toward purchase, and remain engaged afterward.