Eldercare Plus is seeking to enhance its brand positioning and outreach strategies for its intergenerational mentorship initiative. The goal is to effectively communicate the mission and social value of the program to both student and senior audiences. The project involves developing a comprehensive digital marketing plan that includes tailored messaging for each target group. By leveraging classroom knowledge in marketing and communications, the student team will analyze current market trends, identify key messaging points, and propose innovative outreach strategies. The project aims to bridge the gap between generations, fostering meaningful connections and mutual learning opportunities. Students will gain practical experience in crafting marketing strategies that resonate with diverse audiences, ultimately contributing to the initiative's growth and impact.

The student team will deliver a detailed digital marketing plan that includes:

- A brand positioning statement that encapsulates the mission and social value of the initiative.

- Tailored messaging strategies for both student and senior audiences.

- A comprehensive outline of digital outreach strategies, including social media, email campaigns, and online community engagement.

- A presentation summarizing the proposed strategies and expected outcomes, ready for review by Eldercare Plus stakeholders.

• Website content outline or landing page wireframe
• Launch strategy and calendar for a pilot campaign