The Challenge

Create an Integrated Marketing Communications Plan for a Real Colorado Business

In the class Advertising and Promotion Management, my team worked with the Colorado-based FACE vocal rock band to formulate an IMC strategy consisting of various promotional elements.

Each team was given a handful of real Colorado businesses to choose from to support their marketing efforts. We met with the FACE vocal band to discuss their challenges with 1) encouraging ticket sales after the COVID pandemic, and 2) expanding into new markets, specifically younger demographics.

The Work

An IMC Plan for Live A Cappella

Working with the band was an exciting challenge. Marketing a live a cappella band to the people of Denver and expanding to new markets required strategic focus. We were given a $100K (fictional) budget to allocate our marketing efforts.

• Created a comprehensive strategy titled “A New FACE” incorporating digital, radio, direct mail, out-of-home, and promotional tactics.
• SWOT analysis identifying FACE’s strong customer retention and social media presence, while addressing challenges like post-COVID sales declines and overreliance on holiday shows.
• Focused on two key personas — The Empty Nester (women 45–60) and The Multi-Genre Music Nerd (males 14–18) — using psychographic insights.
• Proposed consistent use of the term “Vocal Rock Band”, standardized brand visuals, and introduced a new logo and color scheme (Royal Blue, Dark Grey, White).
• Outlined regular posting schedules, TikTok/Instagram promotions, trend-driven content, and suggested hiring a dedicated social media manager or intern.
• Suggested discounted tickets for local high school and college music programs to attract younger fans and build community engagement.

The Results

Setting the Stage for a New FACE

Our team was able to deliver data-driven recommendations to the FACE team, resulting in an integrated marketing communications plan for the band to follow. While they don’t have a dedicated marketing team, we expect that the plan outlined will allow FACE to achieve its goals of increased ticket sales and broadening brand reach.

Video presented to class: