Getting to know the target

Getting to know the target market is a key learning for students in the IMC program at Conestoga College. Data base searches, primary research, and secondary research give students a view of the target through a public relations lens (what’s the company relationship with the target), an advertising lens (what media does the target watch,view, read) and a marketing lens (what consumer needs can the company meet).  As a class exercise, the students are given a random product and asked to create a ‘persona’ of a target for the product. To emphasize the point that one must “paint a picture” of the target, the class is encouraged to draw on their inner artist to do just that and then present a detailed description of their creation.

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Into the Valley

The IMC class is cutting its teeth in marketing communications planning with a real client! Lee Valley Tools Ltd. of Waterloo, in the form of store manager Mike Johnston, has agreed to help the class in this project.

Mike visited the class recently to answer their questions, providing details about the company, its products, and its markets.

Student created video about IMC

Each year the IMC class is challenged to create and edit a short video on the life of an integrated marketing communications student at Conestoga College.   These students go  in four short months from having no design skills to creating print and video samples that demonstrate their abilities – ready for the workplace.

The videos are shown at a year-end dinner and we get everything from humorous to mysterious to serious!

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Geraldine (centre) is shown with her peers at graduation. From left: Leeeza Shabekova, Cynthia Khalil, Geraldine, Nancy Asante and Rebecca Grassing.

Graduate Geraldine Westerink sent along this link to her video. She created it with the idea that it could be useful in promoting the program that lead to her obtaining a new job in the marketing communications field!  If you wonder what the program is like from a student view – watch and  enjoy!

Have you stopped a crime?

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This past year integrated marketing communication graduate students created strategic  plans for Waterloo Regional Crime Stoppers and media relations plans for the Ontario Crime Stoppers Association.  To top off a successful year, the students were invited to present a summary of the plans at the provincial association’s annual training conference in June.

Graduates Marc Heroux and Clare Harper will be featured presenters at the conference to be held at Conestoga College on June 10.

In the lead up to the conference, Marc and Clare had their photos taken by Conestoga Technologist Chris Martin for an advertisement that will appear in the conference program handbook. The display behind the students is one sample of artwork conceived by the students as part of their plans.

The conference will be attended by 38 chapters of Crime Stoppers from across the province.

Community Support

Brittany McGourlay and Rebecca Grassing of the IMC class present a cheque for $2,045 to Women’s Crisis Services of Waterloo Region representative Kourtney Beckman. Photo by Nancy Asante, IMC Graduate.

The class of 2016-2017 was proud to donate $2,045 to Women’s Crisis Services of Waterloo Region as part of their Build-a-Bed Campaign.  The donation will support shelter space for women and children who experience violence in the home. The students held a successful bingo and auction evening at Edeiweiss Tavern earlier in the year as part of their event and project management class.

Community Partnership – Regional Police & IMC

IMC students joined the fight to stop crime this year when they worked on marketing communications plans for Waterloo Region Crime Stoppers and then created media kits for the Ontario Association’s provincial conference being held this June in Kitchener.

Their efforts were recognized recently by the Waterloo Region Crime Stoppers volunteer Board of Directors.

Students will present their ‘tips for promoting tips’ to Crime Stoppers as one of the conference highlights. The conference is attended by 38 chapters of Crime Stoppers from across Ontario.

Winterloo fun

There was a lack of snow, but the wind was raw and the sun did shine at Winterloo 2017 where the IMC class held The Race through the Northwest Passage. Lots of families enjoyed learning how to keep warm in cold temperatures, how to build a fire, how to ice fish and then racing up the final station.  The class had pitched several ideas to the organizers of the event and the “Great Race” event won.  Photos by Nancy Assante

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Great Race at Winterloo

The graduate students of IMC from Conestoga College will be presenting a Race Through the Northwest Passage, a fun, interactive activity for teams at Winterloo this weekend. Get your friends or your family together and enter to win. The class has worked hard to create this activity as part of its event and project management class.

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Grads return to share

Each year we invite a few IMC grads to return to class, but this time to share their job hunting experiences and to talk about what they are doing today.

Recently, we heard from Nicole Renfer (2013) and Nina Vasic (2016) who told the class their personal experiences, including the number of applications they sent out and what they learned from the interview process. One valuable tip they left is that the first job you accept may not be the dream job, but you learn and grow from every experience.


The next week four graduates came to share. Alexandria Evans (2016), Hugo Agostinho (2013), Danielle Cudmore (2013) and Stephanie Fereiro (2016) engaged the class in a lively discussion about job hunting, the value of portfolios, and the types of work they are doing today.   This includes project management, marketing in the gaming industry, communications officer for a municipality and a content specialist in the insurance industry.  This coming week will feature Erin Weiler (2013), Alex Pedersen (2014) and Hillary Verardi (2014).