The International Chess Academy (ICA) has established itself as a reputable institution for chess education, catering to both novices and seasoned players. However, despite its strong foundation, ICA faces challenges in effectively reaching and engaging potential students, particularly in the competitive landscape of online and in-person chess programs. The primary gap lies in the lack of a cohesive marketing strategy that integrates both digital and in-person efforts, making it difficult for ICA to attract a diverse student base from Bergen County and beyond.The corporate partner for this project will be Diana Tulman, Founder of ICA. 

Key activities for this project will include, but are not limited to:1. Conduct market research through surveys and focus groups to gather insights on potential students' demographics and preferences. Students will analyze competitors and existing marketing efforts to identify strengths and weaknesses.2. Utilize digital marketing tools, and develop content strategies tailored for platforms like Instagram, Facebook, and YouTube, focusing on engagement and community building.3. Brainstorm innovative in-person marketing strategies, such as local workshops or partnerships with schools and community centers. The final deliverables will include a comprehensive marketing strategy document, a presentation for ICA stakeholders, and a content calendar for digital marketing efforts.

The expected outcomes of this project include a structured digital and in-person marketing strategy that aligns with ICA's objectives. Students will learn to conduct market research, analyze data, and develop actionable marketing plans, enhancing their skills in the areas of digital marketing and strategic communication. The business value lies in ICA's potential increase in student enrollment and enhanced brand awareness in both local and online markets. SMART goals will include increasing online engagement by 30%, growing in-person class enrollment by 20% within six months post-implementation.