Integrated Marketing Campaign

Running head: INTEGRATED MARKETING CAMPAIGN
Integrated Marketing Campaign
Name of the Student:
Name of the University:
Author note:

INTEGRATED MARKETING CAMPAIGN1
Introduction
This paper will elaborate on presenting a reflective paper while conducting academic
research analysis on the Integrated Marketing Communications (IMC) of a brand’s campaign.
The chosen brand’s campaign is that of the RMIT University. It is to note that RMIT
University is an international university of design and technology and is also considered to be
the largest tertiary institution of Australia. Officially, it is called the Royal Melbourne
Institute of Technology (Babacan, 2011). It was founded in the year 1887 by Francis
Ormond. More about this global university can be gathered in its website:
https://www.rmit.edu.au/. However, as what can be identified from the campaign is that the
target audience of this IMC of RMIT University are the school leavers who are planning to
get admission in an institution that can help them in seeing beyond and exploring their future.
It is aimed to develop them and lift them up to their coming phase of life.
Discussion
Reflection on the brand’s campaign
1. Week 1 (Social Media)
The Integrated Marketing Campaign of RMIT University is created by the Cyclone Creative,
presenting in the website under "RMIT University showcases larger than life moments -
AdNews" (2019). It actually is designed in a way that it encourages the school leaders and
their parents to visit on and explore their future at the RMIT Open Day. It is basically
designed for generating awareness among the public and increase the attendance. In terms of
social media, this campaign unfolded as making consistency, the core of its success. The
campaign used social media platform as a place for strengthening its brand voice as well as
personality of the University, attracting the attention of majority of the youths. With the help
of social media, RMIT has been better able to resonate more with its target audience and