Main objective and goals:

Vellum Wellness is heading into its busiest season and wants to build momentum across marketing, social, and sales ahead of the holidays. This project gives students hands-on experience developing and executing a real, time-sensitive campaign for a growing national wellness brand.

Digital Marketing Manager: Develop a holiday campaign strategy — content calendar, promotional messaging, and channel plan — to drive traffic and sales for Vellum's seasonal product line.

Social Media Manager: Plan and create holiday-themed social content (organic and/or paid) to grow engagement and visibility across platforms during the peak gifting season.

Sales Manager: Build and execute outreach to retail, corporate gifting, and wholesale prospects, generating qualified leads and meetings ahead of the holiday buying window.

By the end of the project, students will have contributed to a live campaign for a brand carried by Costco Canada, Walmart Canada, Amazon, and Best Buy — gaining real experience in cross-functional collaboration, deadline-driven execution, and go-to-market strategy.

By the end of the project, students will have produced:

Digital Marketing Manager:

1. Website and email marketing campaign strategy, including messaging, promotions, and a content calendar
2. A channel plan outlining where and when campaign content goes live

Social Media Manager:

1. Managing social content (posts, captions, and/or short-form video concepts) ready to publish
2. A posting and influencer schedule aligned to the holiday gifting window

Sales Manager:

1. A prioritized outreach list of retail, corporate gifting, and wholesale prospects
2. A record of outreach completed and meetings/leads generated during the project

Collectively, the team will deliver a launch-ready holiday campaign package — strategy, content, and a qualified sales pipeline — that Vellum Wellness can execute on directly, giving students a portfolio-ready example of real go-to-market work for a nationally distributed retail brand.