integrated MARKETING COMMUNICATIONS LAB

Senior Capstone Course

Ithaca College, Spring 2026

The course is structured in an agency format, where students work with real clients from across the state to apply their accumulated knowledge and skills to solve real-world problems. It is intentionally hands-on and self-directed, built around the principle of learning by doing.

Account Manager

As account manager, I led a team of five working alongside Malaika Collective, a creative agency based in New York City.

Project management & leadership

Served as the primary point of contact between my team, client, and professor, managing the overall project process and ensuring all deadlines were met. Used project management skills to keep the project on track and coordinated team efforts throughout the experience.

research and strategy

Conducted both primary and secondary research to address the client’s core business challenge. Developed insights into the brands image, target audience, and marketing efforts — ultimately repositioning the brand for future success.

Client communication

Communicted with the client in a productive and professional manner, delivering project updates, organizing bi-weekly meetings and presenting weekly deliverables.

feedback & refinement

Refined deliverables based on feedback from both the professor and client. Analyzed critiqued peer work, while also applying peer feedback to strengthen my own work.

the client

Malaika Collective

A cultural agency & community ecosystem that aims to uplift and empower underrepresented creatives by providing resources, services, and opportunities.

SEMESTER long goal

Over a 15-week period, guided by the client's current needs our goal is to:

Gain an understanding of Malaika Collective’s target audience, competitive landscape, and market insights in order to identify strategic opportunities for differentiation and growth.

Increase visibility, engagement, and target high-impact growth areas.

RESEARCH

Market research through creating audience segmentations and target audience personas.

1.png
2.png
3.png
4.png
5.png
6.png
7.png
8.png
9.png
10.png
11.png
12.png
13.png
14.png
15.png
16.png
17.png
18.png
19.png
20.png
21.png
1.png
2.png
3.png
4.png
5.png
6.png
7.png
8.png
9.png
10.png
11.png
12.png
13.png
14.png

digital strategy

Created various digital strategies for the client like:

  • Digital presence analysis

  • Social media strategy

  • Sponsorship deck template

1.png
2.png
3.png
4.png
5.png
6.png
7.png
8.png
9.png
10.png
11.png
12.png
13.png
14.png
15.png
16.png
17.png
18.png
19.png
1.png
2.png
3.png
4.png
5.png
6.png
7.png
8.png
9.png
10.png
11.png
12.png
1.png
2.png
3.png
4.png
5.png
6.png
7.png
8.png
9.png
10.png
11.png
12.png
13.png

client feedback

“Ella’s team exceeded our expectations in several key ways. First, the professionalism and project management were exceptional. Ella ran this project with real agency-level discipline - clear communication, consistent weekly updates, thoughtful questions that showed they were truly listening, and realistic timelines. Her leadership kept the team organized and on track throughout the semester.”

“They asked smart questions about our business model, audience, and goals. The market research they conducted gave us actionable insights we're already using to refine our positioning and service offerings. The quality of deliverables was immediately usable.”

“What stood out most was their ability to balance structure with flexibility. They came in with a clear plan but adapted as our event schedule shifted and priorities evolved”

“That level of care and attention doesn't always come through in student projects, but it absolutely did here.”

Rita Bunatal

Award-Winning Creative Director & Consultant

professor feedback

“Excellent presentation! Your team was extremely well prepared. You did a great job connecting everything back to the objective and explaining the "why" behind everything you did. Your slides were very clear and polished, and everyone's part of the presentation was very polished as well. Very professional and great job.”

Lisa Farman

Associate Professor Strategic Communications

Previous

Moosewood Restaurant