So, when you think of New Orleans, is this the first thing that comes to mind?

Hurricane Katrina

Or this?

NOLA rebounds (Photos: New Orleans CVB)

If you chose the former, you’re not alone. Nearly three years after Hurricane Katrina, those images seem to be indelibly imprinted in the minds of many Americans, as well as international tourists. That is the challenge that the city of New Orleans (NOLA) is facing as it seeks to restore its position as a top tourist destination.

How, precisely, to do that is also the challenge that my colleagues and I are facing in IMC Campaigns this term. Gulp!

I’ve been gulping quite a bit this week, as I seek to get a grip on organizing myself for this course, which calls for a $100 million IMC campaign to bring visitors back to NOLA. The research load is fairly heavy. The good news is that information is abundant.

The secret will be drilling past the general information available on Google and tapping into a few sources of original—or, at least, fresh—information.

So I’m conducting some primary research rather than relying on all secondary research, as I develop strategies and tactics that are relevant to my target markets.

In short: come to the capstone course prepared to use all of the tools and knowledge you’ve acquired in the core and elective courses—surveys, focus groups, SWOT analysis, creative briefs, media buying and scheduling, direct marketing, sales promotion, creative design, measurement and evaluation. Bring it all!

Two weeks in, I find myself thinking a lot about the 610 foundation course, which actually foreshadows the capstone course. In fact, I’ve even pulled my trusty Principles of Advertising & IMC off the shelf. It’s comforting to have Duncan right beside me on the study couch.

Because I’m feeling a little overwhelmed this week, I thought I’d offer a few ideas to steady myself—and maybe reassure those of you out there who may be feeling the same (I’d love to hear your tips as well):

• Take it bird by bird (with full credit to Anne Lamott). That is to say, one thing at a time.
• Read the assignments carefully. Read them again later in the week, so you don’t overlook a key element in your haste to whip out the written work.
• Make your own notes of key points from the lesson, assignment, and readings.
• Use the WVU libraries to reach beyond Google searches[Snippet Error: Invalid ID. Try editing the snippet again.]
• Tap your local city or county library—your card PIN gives you online access to electronic databases from the comfort of home.
• Devote at least two lunch hours a week for catching up on reading or postings.
• Get out of the office, or the home office, on the other days as a treat. Even if it’s just picking up a salad and a bagel or window shopping.
• Remember to exercise (so guilty this week!). I need the endorphins that come from running or hitting the gym every couple of days.
• Read the movie reviews, even if you don’t find time to actually go.
• Give your S.O. a kiss for putting up with the whining.

P.S. I’m on the road starting Friday, as I head to Morgantown for IMC Weekend. I’m psyched, as I attended the event in 2006, right after I started the program, but missed last year. I’m looking forward to seeing old friends, like Todd, April, and Jim, and catching up with my professors. Plus, it’s always exciting to meet people in person for the first time after sharing classes. Honestly, they’re like dear, old friends.

It promises to be a terrific weekend with a reception, keynote speaker, student and faculty panels, and lots of time to network. I’m attending the special session on Green Marketing. Guess what you’ll hear about next week?!