Kingsford Charcoal
Integrated Communications Plan“ Fueling Real Moments”
THE WHAT: For our TM&A Capstone, my student agency, Ember House, partnered with Kingsford to develop a national integrated communications plan designed to strengthen brand engagement and drive product growth.
THE ASK: Build a strategic media channel plan to increase awareness, consideration, and trial of Kingsford’s Specialty Products, strengthen relevance and affinity to retain existing users, and increase purchase frequency for Blue Bag and Match Light products.
MY ROLE: As Budget & Logistics Lead, I ensured our media strategy was both ambitious and executable by evaluating placement feasibility, aligning recommendations with budget constraints, and ensuring our proposed activations were realistic and logistically sound.
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