Challenge: To build a marketing strategy that would help CCA reach and connect with millennials.
Research: We posed two research questions to help us gain key insights:
What are some of the best communication tactics to reach and maintain our target audience?
What aspects of culture will be most relevant to connect the organization and its partners to their audience?
In order to answer these questions, we conducted primary research, involving a survey and a focus group, and secondary research, including academic literature review and social monitoring on Meltwater.
Completed for a research class.
Secondary Research
Meltwater
CCA’s social reach in 2017
Inherit Chicago (CCA’s biggest event) social reach in 2017
CCA’s online mentions in 2016 (orange) versus 2017 (blue)
