MAX FRASER

In this section, I display my work from an Integrated Marketing Communications subject I completed in semester 1 of 2024. This subject requires students to conduct an extensive MARCOMMS audit on a brand of their choice. Leveraging this comprehensive understanding, students are then tasked with designing a creative campaign for the brand. 

​

My peer and I's brand of choice was Kmart. We completed and delivered a professional grade, 85-slide MARCOMS Audit presentation that consisted of a thorough situational, SWOT and Competitor analysis as well as an extensive breakdown of Kmart's current MARCOMS strategy.

​​

From this, we identified consumer concerns around the Kmart-Target Merger and decided to concentrate our creative campaign on addressing this.  We crafted an engaging and informative campaign to increase awareness, boost sales, and improve customer sentiment during this shift in the company. I designed and made all of the creative elements for this campaign myself. 

​

Explore the project below to see the MARCOMS audit and strategic creative elements we employed to meet our campaign objectives.

​