This capstone project focused on developing a comprehensive Integrated Marketing Communications (IMC) campaign for Tampa Bay Brewing Company. Working collaboratively throughout the semester, the project involved extensive market research, consumer analysis, and strategic planning to create a professional marketing campaign for one of the company's products.

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The final campaign included an executive summary, situation and competitor analyses, target market research, marketing and communication objectives, brand positioning, creative concepts, media strategy, and methods for evaluating campaign effectiveness. Every recommendation was supported by thorough research and APA citations, demonstrating the ability to integrate marketing strategy, branding, consumer insights, and creative execution into a cohesive, client-ready campaign.