As part of our Strategic Marketing course (MARK1054), we were tasked with developing a comprehensive marketing campaign for George Brown College’s Office of Anti-Racism, Equity, and Human Rights Services (OAEHRS) in support of the upcoming GBC Pride 2025 celebrations. This project required our team to approach the campaign as a real-world client engagement, beginning with a discovery meeting hosted by the OAEHRS department.

During the client meeting, we gathered essential insights into the goals, values, and expectations for the Pride campaign, including its theme, target audiences, and tone. Following this, we developed key deliverables that formed the backbone of our project:

1. Meeting Notes: Documented insights and requirements from the client to ensure alignment throughout the campaign planning process.

2. Pitch Presentation: A professional presentation that introduced our campaign concept, “United in Colours,” outlining high-level strategies, key messages, creative themes, and engagement tactics.

3. 45-Page Pitch Plan: A fully developed, in-depth campaign proposal that included:

   • Market and audience analysis

   • SMART campaign objectives

   • Media strategy (digital, print, events)

   • Budget allocation

   • Timeline and rollout phases

   • Measurement and evaluation metrics

   • Creative concept visuals and mock-ups

Our campaign, “United in Colours,” aims to celebrate diversity, inclusion, and pride within the GBC community while increasing engagement, awareness, and visibility across campus and digital platforms. By integrating social media, influencer outreach, experiential on-campus activations, and strategic partnerships, the campaign is designed to authentically connect with both 2SLGBTQIA+ students and allies.

This project allowed us to apply our knowledge of strategic marketing principles in a collaborative, real-world context, while also contributing to a meaningful cause within the college community.