See how EdVenture Partners and L.L. Bean are developing creative strategies to increase its brand relevance with younger consumers.
Springfield News Sun
"The results were stellar, FBI officials said. The campaigns, launched last fall, have generated more than 1200 new bureau applications for a variety of jobs..."
EdVenture Partners Congratulates Top Performers
Colleges and Universities Across the United States Win Big at Competitions
Orinda, Calif. – June 9, 2006 - EdVenture Partners, a leading marketing education consulting company, is proud to announce the winners of their clients’ spring semester student awards. There were eight (8) competitions that took place throughout the spring semester – Brand Morocco Research Program, Cadillac National Case Study Competition, Chevrolet Marketing Internship Program, U.S. Department of State National Case Study Competition, Ford Fusion College Marketing Program, Honda Fit Marketing Challenge, People Magazine Street Team Program and PROJECT ACCELERATION: Subaru Impreza Collegiate Challenge.
The focus of the Brand Morocco Research Program was to partner with colleges and universities throughout the United States and one in British Columbia to provide research data and results that measure how well Brand Morocco is positioned in the minds of Commercial Decision Makers and Consumers. Emphasis was placed on identification of strategic issues that impact consideration and purchase of Moroccan goods as well as issues effecting overseas investment decisions within key industry sectors. Two teams were selected to present to the Moroccan American Trade & Investment Council (MATIC) in Washington, D.C. on June 5, 2006. The competition was tight with San Diego State University winning first place and $1,000. George Washington University came in second place. The Brand Morocco Research Program is part of a two-semester initiative. Phase two of the initiative, the Brand Morocco National Case Study, will take place in the upcoming fall semester. Colleges and universities in the U.S. and Canada will compete in an Integrated Marketing Campaign (IMC) case study that gives students the opportunity to develop a strategic marketing campaign to encourage investments in Morocco and purchases of Moroccan products. The five industry sectors that will be the focus of the case study competition are Manufacturing, Information Technology (IT), Processed Foods, Textiles/Apparel, and Design Materials.
Cadillac National Case Study Competition celebrated its third year this spring with 41 teams competing nationwide at the undergraduate and MBA levels for a chance to win a top prize of $3,000. Each team was responsible for conducting their own primary and secondary research on one of three target segment options, then developed a marketing communications plan for Cadillac to consider for future regional and/or national campaigns. The top two teams at each level received an all expenses paid trip to Detroit, Michigan to present their case study recommendations to top executives from Cadillac and Leo Burnett, Cadillac's advertising agency. For the second year in a row, University of New Mexico took home the top prize in the MBA competition while Portland State University took home the top prize in the undergraduate competition. Runners up in each level were Indiana University Kelley Direct and Morningside College respectively. Each runner up received an award of $1,000. One student will be given the opportunity to intern at Leo Burnett.
Eleven (11) schools took part in this semester’s Chevrolet Marketing Internship Program for the Southeast Region. Each school was responsible for creating a grassroots marketing campaign to increase awareness and purchase consideration for the Chevrolet Cobalt and HHR. At the end of the semester, Chevrolet picked the campaigns from Florida Atlantic University and Georgia State University as the winners of the competition. Each school received an award of $1,500 and a visit to the General Motors Southeast Regional Office located in Alpharetta, GA to present their campaigns to regional executives.
Nine (9) teams participated in the second annual U.S. Department of State National Case Study Competition this spring to compete for the top prize of $3,000. Teams of five (5) students guided by a professor had the opportunity to develop strategic international management recommendations for U.S. embassies and consulates. The U.S. Department of State chose three (3) schools to receive an all-expenses paid trip to Washington D.C. to present their case study recommendations to officials from the State Department. Graduate level students from the Air Force Institute of Technology took home the coveted $3,000 prize by earning first place in the competition. Undergraduates from the University of Wisconsin, Madison finished in second place winning $2,000 while Master’s level students from Ohio State University (last year’s top placing school) won third place earning an award of $1,000.
Ford Fusion College Marketing Program was started to introduce Ford Fusion to the college youth market. Students were responsible for creating a marketing strategy for the Ford Fusion in order to measure vehicle interaction on five (5) college campuses in the New England area. The top two (2) schools had the opportunity to present their campaigns to the Board of Directors for the New England Ford Dealers as well as to executives from Ford and JWT (Ford’s Advertising Agency). University of Massachusetts, Amherst took first place and the University of New Hampshire took second place.
Honda Fit Marketing Challenge was geared towards increasing Gen Y awareness of the all-new, “metro-funky” Honda Fit. During the fall 2005 semester, students implemented research methodologies such as interviewing, focus groups, and surveys to collect data, analyze, report, and present their findings to Honda. Then, during this spring semester, a different group of students used that research and implemented their own creative marketing campaign to assist Honda in targeting the Gen Y market and introducing them to the new Honda Fit. At the end of the semester, three (3) schools presented their campaigns at Honda headquarters in Torrance, CA. The results of the competition are as follows: University of Pittsburgh (first place), Cal Poly, San Luis Obispo (second place) and New York University (third place). The campaigns and presentations were so impressive that Honda decided to give all three (3) groups an identical cash award of $5,000 with a fourth school, University of Texas, Arlington receiving an Honorable Mention and a $2,500 award.
The top performing team from the People Magazine Street Team Program, the University of Colorado- Boulder, won an all expenses paid weekend trip to New York City and an amazing opportunity to present to top executives at People Magazine. A total of 20 schools participated throughout the 2005-2006 academic year. Each team was responsible for meeting specific goals set forth by the client. As each goal was met, the student teams received points, which were totaled throughout the program. As points accumulated, students received cool incentives such as gift cards, iPods and cash with the top incentive being the trip to New York. The team of four (4) students from University of Colorado-Boulder will fly to New York, stay in a Times Square hotel, see a Broadway show and spend time at People Magazine Headquarters – a truly once in a lifetime experience.
Students at twelve (12) schools nationwide participated in PROJECT ACCELERATION: Subaru Impreza Collegiate Challenge to promote Subaru brands and products (specifically the Subaru Impreza line) within the Gen Y target market. Three (3) schools were invited to Subaru of America, Inc. headquarters to present their campaigns in front of over 30 Subaru executives, including President & CEO Kunio Ishigami. Taking home first place was the University of Southern California with Southern Methodist University finishing in second and Emory University finishing in third place. All of the students worked very hard during the semester and the Subaru executives were extremely impressed by their efforts.
Student award competitions add extra value and real world experience to the already rich experience gained by students participating in EdVenture Partners’ client sponsored programs. They allow students to develop excellent professional skills through meeting entry requirements; coping with tight deadlines; and submitting for judging creative, strategic and/or analytic material that exceeds their peers’. By knowing that they could win a prize and receive high profile client recognition for their efforts, students are motivated to develop the highest possible quality work product, and participation in such competitive projects has served as an inspiration for many students to pursue career paths they were unsure of their skill level in prior to this project. In the end, students have created an industry validated portfolio piece and a great addition to their resume, which prepares them for a strong future in the workplace.
Founded in 1990, Orinda, California based EdVenture Partners (EVP)
has already seen 40,000 students pass through one of their unique programs.
EVP is the only marketing education consultancy in the United States
that brings together educators, students, clients and their channel
partners for mutual collaboration, partnership and benefit. All EVP
designed programs provide the opportunity for students to apply academic
theory to real-world situations, thereby leveraging student minds in
addressing client goals and objectives.
For more information on EdVenture Partners, please visit http://www.edventurepartners.com.