The main goal for the project is to create a comprehensive marketing strategy for the Michigan Institute of Contemporary Art that will increase brand awareness, attract more visitors, and ultimately drive engagement with the institute's programs and events. This will involve several different steps for the students, including:

- Conducting a thorough analysis of the current marketing efforts and identifying areas for improvement.

- Researching the target audience and developing buyer personas to better understand their needs and preferences.

- Creating a multi-channel marketing plan that includes digital marketing, social media, email campaigns, and traditional advertising.

- Developing compelling content and messaging that aligns with the institute's brand and resonates with the target audience.

- Implementing a measurement and analytics plan to track the success of the marketing efforts and make data-driven adjustments as needed.

By the end of the project, students should complete the following list of activities:

- A comprehensive analysis of the current marketing efforts and a report outlining areas for improvement.

- Developed buyer personas and a detailed marketing plan that includes specific tactics and channels to be used.

- Created compelling content and messaging that aligns with the institute's brand and resonates with the target audience.

- Implemented a measurement and analytics plan to track the success of the marketing efforts and make data-driven adjustments as needed.

Final deliverables:

- A detailed marketing strategy document outlining the plan, tactics, and messaging.

- A presentation explaining the research, strategy, and proposed marketing plan.

- Recommendations for ongoing measurement and optimization of the marketing efforts.

MICA will meet with learners bi-weekly or monthly, as needed, per project. MICA will provide photos/images, media, assets also as needed.