Academic team projectUBC Sauder · COMM 464 · 2026
Please!
Beverage Co.
An integrated digital marketing strategy spanning discoverability, conversion, paid media, social, lifecycle and acquisition economics.
The strategy was developed for a live Vancouver beverage brand, but the recommendations, forecasts and financial scenarios are academic project work rather than claimed implementation results.
Team-based case study. This page presents the integrated strategy and the marketing thinking behind it rather than implying sole authorship or implemented client results.
Project snapshot
Team-project outputs are presented as collaborative work; the page summarizes the project rather than claiming sole authorship.
Digital diagnosis
A strong local product still needs a strong digital path to purchase.
The audit found community momentum and an existing tasting-room experience, but a thin digital acquisition and measurement foundation. Search visibility was concentrated in generic terms, paid search was inactive, and the site had no established SEO, analytics or A/B testing system.
267organic keywords in the audit snapshot
36monthly organic clicks
$0Google Ads spend in the snapshot
0SpyFu backlinks reported
Diagnose before spending
Start with discoverability, measurement and conversion gaps instead of defaulting immediately to more media.
Connect the channels
SEO, CRO, paid search, social, creators, email and retargeting were designed as one funnel rather than separate tactics.
Put limits around acquisition
Break-even thinking linked media recommendations back to order value, margin, conversion and repeat-purchase assumptions.
Strategy architecture
Build one connected digital system, not a list of channel tactics.
The sequence connected SEO, CRO, paid search, social, creators, email and retargeting. The goal was for each channel to improve the next one: get found, convert better, create demand, nurture the relationship and recover drop-off.
SEO
Improve high-intent discovery.
CRO
Test landing pages, CTAs, pricing and social proof.
Paid
Capture existing branded, product and event demand.
Lifecycle
Use social, email and retargeting to create and retain demand.
Acquisition guardrails
Put an economic guardrail around acquisition.
The team modeled break-even thresholds using average order value, margin, conversion and repeat-purchase assumptions. The point was not to produce a guaranteed forecast; it was to make paid-channel recommendations answer the question of whether acquisition could be profitable.
Academic projectionForecasts are decision tools, not claimed results.
Budgets, CPA thresholds and financial scenarios in this case were planning assumptions developed for coursework.
Takeaway
The strongest channel plan is the one where each part makes the next part work better.
This project reinforced full-funnel thinking: traffic generation, conversion, retention and economics need to be designed together.