This capstone course is the culminating experience for graduate students in Integrated Marketing Communications at the University of Mississippi, where strategic thinking meets real-world execution.
This year’s client was Chock full o’Nuts, a heritage coffee brand with a loyal following and unique market presence. In teams, we developed a fully integrated marketing campaign addressing the brand’s key challenges and growth opportunities.
We conducted in-depth market research, crafted a unified campaign concept, designed cross-channel creative, built a strategic media plan, allocated budgets, and set performance metrics.
Modeled after a fast-paced agency environment, the course emphasized collaboration, time management, conflict resolution, and confident client presentations. It brought together all the core elements of the IMC curriculum, including branding, creative strategy, media planning, analytics, and more, preparing us to deliver thoughtful, creative, and data-driven marketing solutions.
Chock full o'Nuts is a legacy coffee brand born in New York City, proudly celebrating its 100th anniversary in 2026.
We dug into research and strategy to uncover key insights, shape a compelling narrative, and bring our campaign to life.
We brought insights to life with a bold plans book and pitch, blending strategy, creative, media, and ROI for Chock Full o’Nuts.
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