CAPSTONE PROJECT
Contributors: Kiran, Naveen, Sagar, Tina
Course: Capstone
Duration: Sept – Dec 2024
As part of the Confederation College Capstone Project, our team collaborated on a digital marketing strategy for ReStore Thunder Bay, a nonprofit thrift store supporting Habitat for Humanity. Our campaign aimed to increase sales, donations, and volunteer participation by strengthening ReStore’s digital presence and aligning it with its social mission
Market Research | Consumer Profiling | Social Media Strategy | Paid Media | Website Optimization | Donor Engagement | Strategic Reporting
Project Overview:
Skills Applied:
Increase sales revenue by 15% within one year
Raise awareness of ReStore’s housing mission by 5% within six months
Expand the donor base by 20% within one year
Limited access to the client’s internal operational and inventory data
Budget restrictions affecting platform integration and automation
No real-time e-commerce due to technical constraints
As the team leader, I led the project planning, content strategy, digital framework design, and market research. I was primarily responsible for the ReStore market analysis, competitor profiling, and overall campaign direction. I also supported the design of the website wireframes and drafted key messaging for paid media and donor engagement.
This capstone project was an in-depth application of digital marketing theory in a real-world nonprofit context. We created a multi-touch digital strategy that aligned with ReStore’s community mission while introducing scalable tools and performance-driven marketing tactics.
Through this project, I refined my skills in market research, campaign architecture, audience segmentation, and analytics, while also learning how to align marketing decisions with social impact goals. The collaborative experience also helped me manage multiple workstreams, timelines, and stakeholder expectations, preparing me for real-world agency or client-side roles.
Goals
Challenges faced
My Role
Conclusion
mjjackq@gmail.com
