Mostly Marketing by Theresa B. Clarke

Sharing my love of marketing. Helping marketing students, marketing practitioners, & marketing professors connect with one another. Passionate about nurturing new marketing talent. Enjoys sharing novel ideas about a wide variety of topics…but mostly marketing.

Four Teams Earn IMC Plan Awards for Spring 2017 in MKTG 384

My spring 2017 students in MKTG 384 demonstrated very thoughtful IMC plans that were full of creativity.  Every team truly did a wonderful job!

At the end of the semester, students vote for the “Best IMC Plan” after viewing all presentations.  I am pleased to announce that four teams are receiving recognition this semester based on the student votes.  Below each team’s photo are comments from their peers.

First Place:  KRYPTONITE SIX
Jami Adler, Keyanna Gibson, Savannah Kerchner, Alyson Kroll, Ornell Islam, Frans Nicholas

“Unique idea and they had promotional strategies that seemed to align with the target market.  Theirs was very easy to follow and had no major problems.  I loved it!”

“Very nice presentation overall as well as a great story using a lot of local facts.”

“Clean presentation throughout the slides.  Good integration between all media.  Loved the logos and creative name.  Clean ads.  Sold the product as a piece of the community.  Overall it was the best one that I didn’t have any issue with and I’ve seen a lot of creative plans.”

“I really enjoyed the the presentation.  They incorporated several topics and tips from class.  I enjoyed their advertisements and color scheme.  Really liked the self-mailer.”

“The dove idea was very unique and creative.  They highlighted the fact that you are doing something good by purchasing.  I like the doing good aspect of it.  Their advertisements were great as well.  They used a lot of things learned in class like the pop-up.”

“They had the best visuals and graphics in the class.  They had several promotional materials that they explained very well all throughout the presentation.  The “peaceful” idea with the dove was what sold me.”

“This team clearly did their research and seemed to understand what IMC is all about.”

“I think that they had a very universal concept that would really sell in stores.  Their visual plan was very  organized.”

“Their approach seems best for the area we were limited to.  I think it would appeal to most people in the area and also stay aligned with the client’s values.”

“This group had a great major selling idea.  Everyone wants peace.  They had great promotional mix strategies with all good designs.  The target markets were very relatable and realistic.  All their slides were organized and straight to the point.”

“They had a very creative product name and their packaging was very attractive.  Their advertising methods and the way they used their budget was good.”

Second Place Tie:  ORGANIZED CHAOS and LUCKY LEAPFROGS
 

Organized Chaos:  Blue Bowen Briana Cifelli, Nina Coffaro, Laine Hamilton, Haley Nininger, Joel Siliadin

“I enjoyed the creativity and design.  The angle of advertising the blemishes was cool.”

“I think this group had the best overall presentation.  They executed the best and all of their information worked well on its own.”

“I thought they had a really good campaign idea that was incorporated throughout all touchpoints.  I think it would get people’s attention.”

“I like the name, their ads were very bold and easy to read.  Their event in the Arboretum was creative.”

“I loved their idea of selling the blemish aspect of the product.  Very risky but a good idea.”

“This group had a very interesting approach as well as visually appealing presentation.  They had a unique selling idea as well as a budget and integration map.”

“Really  liked major selling idea – unique way to challenge society’s norms.  Graphics and visuals were by far the best.”

“The presentation overall is very clear.  The objectives are detailed and get the point across.  The graphic images were well done and very unique.”

“I think aspects of the plan were very eye-catching and just very well done.  The major selling idea relates to issues in society, which will entice people to buy it.  Overall the visual pieces were very well done.”

 

Lucky Leapfrogs:  Emilou Landas, Travis May, Katina Robinson, Brian Sweeter, Katie Winesett, Greta Wolking

“The packaging and labeling made the product seem more of a luxury; which was consistent with their product positioning.  Good promotional ideas.”

“I feel they offered the best integration throughout their plan.  The creative strategy made sense with the target they were trying to reach, and I thoroughly enjoyed their plan.  If I was shopping for this product, that is the one I would have purchased.”

“Very specific, organized, good ideas, split up nicely, overall understood their IMC plan the most as well as how they would carry out their plan.  They presented it in an organized and aesthetic manner.”

“I think that they had an integrated plan that was thought well-through.  I liked the ties into wineries, as there are so many around Harrisonburg. The labeling fit the theme of the sleek design.”

“Their ideas for advertising were the best I have seen out of everyone.  The sweepstakes and events went very well for their target markets and were just great ideas in general.  Very strong advertising plan for a local market.”

“Overall had one of the best presentations as well as product name.  Seemed to understand what the client was looking for and executed their marketing plan excellently.  They differentiated themselves with Crosskeys and overall had one of the best plans in the class!”

“They were extremely consistent with their creative strategy.  They also had a unique idea to partner with Cross Keys.  They also had a great brand image.”

“The group convinced me that the luxury product look and feel could really be successful.  The sleek black look along with their strategies could definitely work and be a successful campaign.”

“I thought this was the most thought-out and visually appealing visual summary.  I loved the contrast and imagery.  Overall, from the content of the IMC process to the attractiveness and appeal of the presentation, I truly thought that this was the best plan overall.”

Third Place:  PURPLE PASTA
Gianna Arango, Abigail Benchimol, Maureen Bradley, Kayla Rodrigues, Chris Ogunfowora, Matthew Wallace

“Very unique marketing strategy using individual cups as a form of distribution.  It allows the product to be versatile and appeal to multiple different target segments. Selling idea was creative and set a straight-forward message to who you wanted to appeal to.”

“Their product is very unique and original.  I really enjoyed the single serving approach.  The presentation was put together nicely and flowed very well.”

“I love the idea of on-the-go.  I think they’d get a lot of market share with it.  The “dip it, spread it, pour it, savor it” was a good promotional approach.  It’s a different idea and not on the market yet from what I know.”

“They were the only group to not market it simply as a jar.  They did single serving cups.  The slogan was very creative and stuck in my head.  Their overall presentation was clear and efficient.”

“This had the coolest design layout and concept to go along with it.  The “pour it, dip it…..” is really cool.  The visuals are flawless.  People are going towards not big jars, but single servings.”

“I think that this group had one of the most unique and creative approaches to creating the IMC plan.  I think that the single serving sized packets will really appeal to the target market and will stand out in grocery stores among all of the other pesto brands.  I really like their idea to add facts about homelessness awareness under the lids of the packets because it will keep consumers engaged with their brand, even post-purchase, and it also could help the community by making people want to help/donate in addition to the plan itself.  The visual summary was appealing to the eye and very professionally put together.”

AdWords Certifications from the JMU GOMC Class of 2017

I am pleased to announce that the names of JMU GOMC Class of 2017 students who have passed the exams necessary to become AdWords Certified.  The certification is a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords. According to Christopher S. Penn, professional marketing certifications provide value in two key areas:  a) signals of base knowledge, and b) heuristics we use to make judgments about others.

Certified students from my MBA 625 course include:

Join me in congratulating the ENTIRE class of students enrolled in MKTG 477!

  1. David Bruce – Display
  2. Annalise Calpabo – Search, Mobile, Video, Display, Shopping
  3. Nicole Carothers – Search
  4. Maddie Divita – Search
  5. Caroline Galiwango – Search, Mobile, Video, Display, Shopping
  6. Ashley Glennon – Search, Display
  7. Allie Hammond – Search
  8. Devin Hogue – Search, Shopping
  9. Riley Jamison – Search
  10. Lauren Jones – Search
  11. Jordan Kimball – Search
  12. Rachel Kirbabas – Search
  13. Katie McGee – Search
  14. Michelle Mullins – Search
  15. Brendan Reece – Search, Display
  16. Raquel Sheriff – Search
  17. George Shtern – Search
  18. Joey Scully – Search
  19. Emily Vaeth – Search, Mobile, Video, Display, Shopping, Analytics
  20. Amanda Zwerin – Search, Display, Analytics

The JMU GOMC Class of 2017

JMU Marketing Students Participate in 2nd Annual CoB MLK Jr. Day of Service to Help Local Non-Profit

On Martin Luther King Jr. Day the JMU College of Business (CoB) participated in its second MLK Day of Service inclusive of many CoB students, organizations, and faculty members. Students in my MKTG 477 class celebrated their MLK Jr. Day by making a difference for a local non-profit, the Explore More Discovery Museum (EMDM).  This service project was a continuation of the students’ task from the GOMC Class of 2016 when they generated creative and effective marketing ideas for birthday parties held at the museum. This year’s students focused on ideas for increasing party and membership sign-ups as well as branding the museum. EMDM’s birthday events are designed to alleviate parent’s stress while providing a stimulating experience for the children. The MKTG 477 class excelled in a fast paced environment with new group structures. I asked three of my students to write a guest blog post about their experience. Here is what Michelle Mullins, Amanda Zwerin, and Brendan Reece had to say…


The 2017 Google Online Marketing Challenge (GOMC) class was introduced to the MLK Jr. Day of Service during our first class in December. After group discussions during our first meeting, we decided that our skills would be best put to use by continuing the efforts of the GOMC 2016 class, especially since Dr. Clarke encouraged us to use our strengths to give back to the community.

“MLK worked tirelessly to make my life better so I love giving back in his memory” Raquel Sheriff, Blue Team

Dr. Clarke coaches Lauren Jones, Allie Hammond, Jordan Kimball, and Annalise Capalbo on the Green Team while they work to solidify their marketing proposal.

Last year’s students developed new ideas to promote birthday parties held at the museum. They successfully supplied The Explore More Discovery Museum (EMDM) in Downtown Harrisonburg with marketing plan ideas to increase birthday parties sales. The 2017 GOMC students were excited to pick up where the talented students before them had left off and brainstorm more ideas to help spread awareness of EMDM’s birthday events and increase memberships.

Students were given an opportunity to branch out from their GOMC groups and conceptualize innovative ideas with new teammates, each of which had a different team color assigned to them.

“It was really great getting to know and work with other students in the class that I otherwise wouldn’t have had the opportunity to interact with.” –Riley Jamison, Red Team.

David Bruce, Emily Vaeth, Riley Jamison, and Caroline Galiwango of the Red Team bonding and brainstorming for EMDM.

Dr. Clarke’s students are given one of four roles for her course:  Team Captains, Account Managers, Strategists, and Analysts.  Today, she had the “Strategists” step up to lead the teams for the day. All other class members were randomly divided into cross-functional groups to work together on our class goal: converting birthday party participants into members at EMDM, as well as further branding the museum. The 2017 GOMC students made it their mission to discover ways to make EMDM birthday parties more attractive to parents and children and spread the word about the great opportunities EMDM has to offer.  This project required each team to utilize their creative talents under strict time constraints.

“Thinking of ideas that are easy to implement and realistic to achieve was challenging but rewarding.” Devin Hogue, Yellow Team  

George Shtern, Devon Hogue, and Madeline Divita from the Yellow Team talking about new marketing ideas for the EMDM.

The Explore More Discovery Museum has basic party options and additional themes that can be added depending on the child’s interests. Other add-ons include Explore More souvenir cups, ice cream cups and more! The participating students wanted to emphasize that the hard-working staff at EMDM makes birthday parties easy and enjoyable for both parents and children. Continuing branding for the museum is important for museum foot traffic and potential membership opportunities for visitors.

“I really liked being able to utilize the marketing skills that we’ve learned in our classes to help out a local non-profit organization.” –David Bruce, Red Team

As a result of the GOMC MLK Day of Service, several great ideas emerged related to new party themes, coupons/discounts for parents, and small scientific projects to complete at home. Expanding informational materials throughout the facility can be helpful for showing parents and children what other opportunities EMDM offers. Our birthday party enhancement and branding recommendations are low cost and exciting for participants. One common idea that all students supported was a loyalty program to incentivize families returning after attending a birthday party.

“It was cool to see like-minded marketing students come together with similar ideas and build off each other.” Nicole Carothers, Yellow Team

Participating in service directly related to our skills created a unique experience for the GOMC students. Marketing is not only our area of study but has also become a way for us to give back to the local community. Collaborating with our classmates allowed us to develop great ideas for the EMDM. Students were able to collectively dedicate 50 hours with a clear purpose and goal in mind. It was an exciting and unique service experience that all students had fun participating in. We look forward to seeing this project continue with future GOMC classes!

The JMU Google Online Marketing Challenge Class of 2017 in Showker lobby–post brainstorming and pre-pizza–at the 2nd Annual College of Business Martin Luther King Jr. Day of Service!  #jmucob  #mlkday2017  #jmucobmlk  #jmumarketing  #jmugomc17

Fall 2016 “Best IMC Plan in Class” Awards

Best IMC Plan” awards are a tradition in my Integrated Marketing Communications class (MKTG 384) at JMU.  At the end of the semester, students vote for the “Best IMC Plan” after viewing all presentations in their section.  Based on the student votes, our fall 2016 runners-up and winners are presented below, along with excerpted quotes from some of the students who voted for the the top teams.

 

The Runners-up:

Tie for the Runner-up Team in the 11:00 Section:  CLUB 384 and ENTHUSIASTIC PESTO PEOPLE!

Congratulations to Christian Durrett, Allison Gill, Alyssa Greene, Brad Videon (Team Captain), and Nick Yore from Club 384.  Congratulations to Julie Craft, Kassie Gesuelli, Sonam Gurbaxani, Michelle Mullins (Team Captain), Christi Staufer, and Adam Tamny from Enthusiastic Pesto People.

The Runner-up Team in the 12:30 Section:  HARRY POTTER!

Congratulations to Josh Bolson, Like Brower, Kendall Reulein, Sebastian Salinas, and Julia Shaffer (Team Captain) from Harry Potter.

 

The Winners:

The Winning Team in the 11:00 Section:  DYNAMITE DUKES!

Congratulations to Rob Farrell (Team Leader), Margot Leibl, Kayla Rasmussen, Lindsay Davis, Allie Bunner, and Hayden Towler.

 

“They had really good visual content, and everything seemed to flow and connect well.”

“This group had every touchpoint well thought out, explained, and researched extensively.  Their marketing was completed and executed well, better than any other group.”

“Really good visuals and creativity in label/logo, and promotional pieces.”

“The stick figures were a great idea that carried all the way through.  Visual summary was very appealing and easy to follow.  Loved the ideas and felt like it was the most put together plan.”

“I just really liked the simplicity.  I feel like it really resonates with the valley.  As a valley local, it is cool to see how you worked to understand what will work and did research on local events.”

“I think that, more than anything, a good visual summary is key in a situation like this.  They definitely started strong with that.”

“Their entire presentation was extremely thorough.  I love the use of the stick figures throghout.  I liked that the colors and their design was different than all the others, which mostly used green.  The name and logo are neutral but intriguing.  I really enjoyed their presentation.”

“They had a very interesting slogan that brought a sense of bettering lives.  Great hourglass packaging to create a more differentiated product.”

“I love their use of stick figures as well as their justification that it represents.  Their slides had just the right amount of text to be informative, but not information overload.  Their use of media was effective and visually appealing, and also consistent across all platforms.  Also, I loved their package design!  It was unique and consistent with their overall image of the Shenandoah Valley.”

“The visuals and message were very clear.  The logo and package were very appealing.  Loved the entire project.”

“This group did a good job of creating a very cohesive and integrated plan.  They incorporated the skyline mountains in most, if not all, of their communications and matched well with their product name.  The package and logo were very well done.”

“I think that this group was great from their slogan to the ideas and visuals.  I think they had a lot of great ideas about the execution and the product post-launch.”

“Their major selling idea was much different than all the other groups.  We were told by our client that the main goal for this product was to better the lives of others and this campaign encompasses that.  The design of the package was classy and different from competitors.”

The Winning Team in the 12:30 Section:  INCREDIBLY INDECISIVE!

Congratulations to Ian Wood, Kendall Lutts, Ryan Peter (Team Captain), Gabrielle Paolone, and Colin O’Brien

“I think this group had the best creative and unique product name, and the best slogan and package design. I think they came up with the best plan based on the strength of their creative ideas.”

“Loved the small creative aspects they used.  Creative ideas were the best and were well thought-out.”

“They used consistent imagery throughout their campaign.  Their cooking class idea was unique and an interesting way to build awareness and trial.  Also their target market personas were very detailed and specific.”

“Overall selling idea was great.  I liked their brand name especially and how they incorporated it within most selling ideas.  Their promotional ideas looked great also.”

“The name, logo, and slogan really stood out to me.  They had a clear and concise IMC plan that seemed like it could be successful.  I liked the idea of cooking classes, especially with their target market.  Overall I thought this plan was the most professional and most likely to succeed.”

“I thought their presentation was well thought out.  It was visually appealing and strategies were descriptive and realistic.”

“They visually displayed a realistic look on all of their touchpoints and promotional materials.  They integrated all of their ideas together very well.”

“I really enjoyed watching their presentation.  I think they had some great ideas about choosing a name with a meaning and having a slogan that matches the name.  They had great advertising ideas and their presentation was organized and put together well.”

“Wonderful radio ad!  Great integration throughout plan.”

“I believe they were extremely consistent, everything seemed visually appealing.  Their social media really pulls the reader in and makes them want to learn more.  I also thought the way they claimed the product provided ‘hope’ was well done.”

“I believe that they did a great job of communicating their objectives and coming up with great ways to accomplish them.”

“Overall, a highly professional, cohesive, clear, and strategic plan.  I was highly impressed with this group’s creativity and differentiation from all of the other teams in the class.  They took risks and it paid off.”

I truly enjoyed working with ALL of my talented MKTG 384 students this semester as they created social-entrepreneurship focused IMC plans for a local non-profit.  I am confident that our client will benefit from their efforts and terrific ideas about the marketing of pesto.  Thank you to all of my IMC students for a wonderful fall 2016 semester at JMU.




JMU Dukes win Gold at Fall 2016 DMAW/EF Collegiate MAXI

Lynn Radocha (Team Captain), Nicole Carothers, Briana Cifelli, and Bryce Pangman won first place in the Fall 2016 Direct Marketing Association of Washington’s Educational Foundation (DMAW/EF) Collegiate MAXI competition.  I had the pleasure of working with this JMU team during the fall 2016 semester as they prepared for this five-state regional case competition about direct/interactive marketing.  Read more about how JMU won top honors at the 2016 DMAW/EF MAXI.

Lynn Radocha (Team Captain), Bryce Pangman, Briana Cifelli, and Nicole Carothers at the DMAW/EF Fall 2016 Collegiate MAXI.

Lynn Radocha (Team Captain), Bryce Pangman, Briana Cifelli, and Nicole Carothers at the DMAW/EF Fall 2016 Collegiate MAXI.

Mariam Bekele Reflects on the 2016 Diversity & Inclusion Mini-Conference at Advertising Week New York

Mariam Bekele, JMU COB Marketing Major attends the 2016 Diversity & Inclusion Conference

Mariam Bekele, JMU COB Marketing Major

Mariam Bekele was a student in my MKTG 384 class (Integrated Marketing Communications) and a member of the JMU College of Business winning team that captured the 3rd Place Bronze Award in the 2015-16 Marketing EDGE Collegiate ECHO Competition.

Mariam recently attended the 2016 Diversity & Inclusion Mini-Conference at Advertising Week New York.  In this interview-based guest post, she shares  reflections about her experience.

 

What is the Diversity & Inclusion Mini-Conference and why did you decide to attend?

    The Diversity & Inclusion Conference is a one day conference presented by the American Advertising Federation in partnership with ADCOLOR. The conference, held during Advertising Week in NY, discusses solutions to the diversity and inclusion issues that still plague the advertising and media industry.  I first heard about the conference from Dr. Theresa Clarke. She was the professor for my Integrated Marketing Communications (MKTG 384) course last semester at JMU. It was actually in her class that I realized my passion for advertising. I visited her office to thank her for a great semester and for helping me realize my passion.  During our conversations, she suggested I attend the Diversity & Inclusion Conference at Advertising Week, NY  and then connected me to the College of Business’ (CoB) Office of Experiential Learning at JMU to learn about financial support for the trip.  Thankfully, Ms. Molly Brown, CoB Associate Dean of Undergraduate Programs, offered financial aid through her office so I could attend the conference.

    I decided to attend because, as a soon-to-be marketing graduate I couldn’t have imagined a better opportunity. As a woman who comes from a multicultural background, I had a lot to take away from this conference. This was a wonderful opportunity for me to connect with individuals who have similar experiences and also learn from people who have succeeded in the industry despite the many obstacles they have faced.

What did you do at the conference, who did you meet, and what was your biggest takeaway?

The conference started out with a presentation by Norma and Hector Orcí. This husband and wife duo co-founded Orcí Advertising Agency and have been champions in understanding the Latino consumer demographic and helping companies in the US cater to their needs. I learned that firms can no longer afford to lag behind when it comes to the inclusion of minorities, especially since the US is on its way to becoming a “minority-majority” nation.  

Their talk was followed by a panel moderated by Renneta McCann, Chief Talent Officer at Leo Burnett. The panel focused on the experiences of different multiculturals at the workplace. Oftentimes, multicultural employees face micro-aggressions and stereotyping in the business world, especially since minorities only make up about 20% of business employees. That number drops down to 14% when it comes to minority business owners. Due to our small numbers, often times multicultural employees feel invisible in the workforce as a result of people’s unconscious biases. This panel discussed a variety of solutions to the issues faced in the workplace. I felt quite emotional during this part of the conference.  I identified with a lot of their experiences and it was nice to hear I was not alone. One of the biggest problems faced by multiculturals in the workplace is microaggressions from their peers. For the most part we ignore comments like “can I touch your hair” or “ do all black people love watermelon” but sometimes it can be more serious. ‘Idea hijacking’ is something that happens quite often. You are at a meeting, you suggest an idea and for the most part it gets ignored; a few minutes later another colleague will make the same point you did at the meeting but this time, everyone is listening and agrees that it is a great idea. Now this is enough to upset someone at the table, but of course you can’t say anything because if you do then you are perpetuating the stereotype of the “angry black woman” or the “aggressive black man”. A classic catch 22, it’s difficult to professionally react in such a situation. Nigel Adams Chief Talent Officer at Razorfish has an interesting solution to this problem, he calls it being ‘professionally obnoxious’. For example, when someone hijacks your idea at a meeting just be ‘professionally obnoxious’ and say “That’s a great idea, I think I’ve heard that somewhere….oh yeah, I just said the same thing five minutes ago”. Use your humor, be professional, but still get your point across.

Next, we had lunch and all the attendees got a chance to chat about our experiences. I met some great individuals that have been very successful in their fields, and who were kind enough to share their experiences and advice with me.

Following lunch, there was a panel that focused on the intersectionality issues women of color face in the workplace. This was probably my favorite part about the conference. The panel was led by Angela T. Rye, one of the realist and influential political strategists on-air. The panel also consisted of several other talented women who have shined despite the obstacles they have faced in the workplace. The panel didn’t resemble much of a panel, filled with humorous advice it was more like a conversation over lunch with my girlfriends. I could relate a lot to their experiences. It’s already challenging being a woman in such a male-dominated work environment, but being a woman of color comes with certain unique challenges that are different than those other women face.

One of the themes I heard at the conference, and personally experienced, was the feeling that they were treated as invisible and not heard in the workplace.  When feeling like you are treated as invisible, a lot of the panelists suggested speaking up in the workplace and reasserting your ideas and contributions. My plan is to always be prepared in the meeting room, and back up my business solutions with sound research. This is why these women have excelled and found their voice, in an environment that constantly tries to silence and ignore them. They have turned around and used their greatest weakness as their greatest strength.

The biggest thing I took away from this conference is to stay true to myself and stand by what I believe.  One belief that is really important to me is that if you are in a position where you are fortunate, you are obligated to help those who are not. And this conference made me realize that, no matter where I go in life and what I do, I need to always use my success to help others. I was really inspired by the solidarity among these women. I gained so much knowledge and insight from them. Some of them were kind enough to reach out to me personally and offer me advice and tips. In the future I hope to do more to support diversity and inclusion in our communities. For example, something I’m currently working on is  Fostering Abyssinia, which is a student-led organization that fundraises for the Kibebe Tsehay Orphanage in Ethiopia. As President of Fostering Abyssinia, I make sure that all of our fundraising efforts educate the JMU community about the diverse and rich culture of Ethiopia and Africa as a whole.

Do you have any tips for JMU students who want to attend the Diversity & Inclusion Mini Conference?

We are lucky enough to be a part of such a great institution that is always encouraging students to excel to their fullest potential. We are lucky enough to have amazing educators who are passionate about developing talent. Use it to your advantage and take on opportunities that will help you grow. The College of Business is very proactive when it comes to increasing diversity and inclusion. I also suggest you talk to Ms.Molly Brown in the CoB Office of Experiential learning at JMU as she may be able to share information about funding opportunities to help you attend the conference.

I also encourage everyone, regardless of their background, to attend this conference. Whether you are black, white, hispanic, asian, native American, I guarantee that this will be an eye opening experience for you, especially if you are considering a career in Marketing Communications/Advertising. Not only do you gain a lot of insight and knowledge but there are many individuals who are willing to share their experiences and help you in starting your career.  It’s also a great networking opportunity. In just one day, I gained so much knowledge that you don’t typically get in a traditional class. I connected with at least eight professionals who were interested in fostering new talent. A few of them requested I send them my resume and others wanted to keep in touch and give me personal career advice. I also met a few people that I will remain friends with throughout my career.

Last but not least, I want to express my extreme gratitude to the conference organizers, as well as Dean Mary Gowan, Associate Dean Molly Brown, and Administrative Assistant, Chris Shiflet for making this trip a possibility for me.

Photo Credit: Mariam Bekele

Photo Credit: Mariam Bekele

“The Invisible Ones: Women of Color” Panel from the 2016 Diversity & Inclusion Mini-Conference at Advertising Week New York

Left to right: Moderator Angela T. Rye Principal and CEO at Impact Strategies; panelists Shannon Washington of INVNT, Nita Song President at IW Group, Lucinda Martinez Senior Vice President, Multicultural Marketing at HBO, Ericka M. Pittman VP Chairman’s Office of Combs Enterprises, and organizer Tiffany R. Warner Founder and President at ADCOLOR.

Jordan Kimball’s Experience at the 2016 Marketing EDGE Collegiate Summit

Jordan Kimball from JMU at the 2016Marketing EDGE Collegiate Summit - Digital

Jordan Kimball was a student in my MKTG 384 course (Integrated Marketing Communications) at JMU during the spring 2016 semester.  After learning that Jordan was one of 40 students selected nationwide to participate in the Marketing EDGE Collegiate Summit, I wanted to hear all about her experience.  Jordan kindly shared her perspectives for an interview-based guest post on my blog.  Continue reading to learn more about the summit from a student participant’s perspective.

How did you hear about the Marketing EDGE Collegiate Summit – Digital?

I was first introduced to Marketing EDGE as a student in Dr. Clarke’s course in spring 2016. Our class participated in the Marketing EDGE Collegiate ECHO Challenge, which I really enjoyed being a part of. During that semester, I was browsing the JMU Recruit-a-Duke website and saw a link for the Marketing EDGE Collegiate Summit. I looked into it and thought “Wow this would be an awesome opportunity”, but did not apply to the summit right then and there. Shortly after, Dr. Clarke sent out an email to her students about the summit, which reiterated to me that it really was something I should consider, and I decided to apply.

Why did you decide to apply?

I decided to apply for various reasons. First, I have always been passionate about marketing and after taking Dr. Clarke’s class, I knew digital marketing was an area I definitely wanted to further pursue. The idea of learning about the industry from experts I wouldn’t usually have the opportunity to interact with sounded like a once in a lifetime experience.

Secondly, the location was ideal. I grew up in Central New Jersey, about 45 minutes outside of NYC, so I’ve had my fair share of visits. However, the city is limitless and I definitely have not seen it all. I was excited to discover that the summit would be held in the Financial District, meaning I would spend time in offices on Wall Street and in the World Trade Center (AKA the ultimate corporate dream). New York City is filled with endless opportunities when it comes to employment, especially in this area. I was very intrigued at the thought of experiencing what business life is actually like.

Lastly, just like any other JMU business student, I would really like a job. At the time I applied to the summit, I had already accepted an internship position with a company in Midtown Manhattan. Although this was a great opportunity, I was nervous that it was not related to marketing enough, and therefore wouldn’t help me transition into the field I aspire to work in as smoothly as I hoped. I felt that the summit was another chance to gain exposure to the digital aspect of the industry and that attending this conference and learning as much as I could would only help me in the future.

If I’ve learned anything from being a business student searching for internship and career positions, it’s the importance of NETWORKING. Attending a conference with undergraduates from all over the country and connecting with some of the most successful professionals in the field was the number one reason I knew I needed to do everything I could to be accepted.

What did you do at the summit, who did you meet, and what was your biggest takeaway? 

The summit was essentially a marketing “boot camp” because of everything attendees were able to take away from the experience in such a short time. Here is a synopsis of what exactly went on during my time in NYC broken down by each day:

Night 1- Sunday, June 5th: I arrived at the Holiday Inn in the Financial District of Manhattan in the afternoon and met my roommate who was an undergraduate from the University of Pittsburgh at Johnstown. Then, all of the attendees went to a kick off dinner at South West NY (courtesy of Marketing EDGE, lucky us!) followed by a double-decker bus tour of the entire city. It was a great opportunity to be able to get to know all of the students and our advisors.

Day 2- Monday, June 6th: Opening session took place in an awesome office on Wall Street and we had our first day of presentations given by five marketing professionals: Professor Leora Kornfeld of York University Schulich School of Business presented “How It’s Made: The Connection Between Chocolate and Data”.  “What’s So Great About Email Marketing” was presented by Laura Derr (Marketing Operations Manager) and Kimberly Oscarson (Associate Director of List Marketing) both from Hearst Magazine. “Social and Customer Marketing in a Mobile World” was presented by Megan Maguire (VP, Digital Customer Experience and Marketing Consumer Services) at American Express.  Yvonne Heyne (CEO of Next X) presented “Personalized Engagement: the Uncompromising Value of 1:1 Mobile Relationships”.  Finally, “The Search Marketing Landscape and its People” was delivered by Michael McVeigh who is the VP of Advisory Services Practices at PMX Digital.  The presenters were all very interesting, but the most memorable for me was Megan Maguire. She discussed how relevant mobile marketing is today and how it impacts the consumer in such a social world. She told us about how important partnerships are and mentioned some of the many partnership relationships American Express has, including its current one with Coachella.

Day 3- Tuesday, June 7th: We continued with presentations this day, but also took part in more hands-on workshops as well. My favorite workshop was led by Tim Carr, the Chief Lifter at LIFT Agency in California, (Chief Lifter is LIFT’s creative title for CEO). Mr. Carr taught us a list of important rules used to create successful campaigns. Then we broke up into small teams and were asked to improve two real campaigns from competing companies based on the rules we learned.

The biggest take away I had from Day 3’s presentations was the importance of Programmatic, which is the automation of digital media buying in real time. This presentation was given by Laura Rodriguez, the Senior Manager of Global Planning and Operations at the New Marketing Institute, which is a branch of Media Math. What made this presentation so special was that I learned it is possible to become certified in Programmatic, which is very beneficial for the next generation of marketers who will be looking for jobs in the near future.

That evening, we attended a reception with the Marketing EDGE Board of Trustees. This took place in the Media Math office located in the World Trade Center, which overlooked a beautiful portion of the city, including the Statue of Liberty and the Freedom Tour.  There were finger foods and drinks served and we were free to mingle with a wide variety of professionals. It was a great experience to network with a diverse group of successful marketers one-on-one. One interaction that stood out to me was with Jeff Nesler who is the Senior Program and Web Manager for Marketing EDGE. He told me that JMU students often do very well with Marketing EDGE competitions and that our College of Business has earned top awards in recent years. It felt great to hear that my university has such a positive reputation.

Day 4- Wednesday, June 8th- This was our final day of presentations and activities. I was lucky enough to meet a great recruiter, Ms. Meredith Trotta, who is currently a Principal at Polished Student Recruitment Consulting, and held past positions recruiting for Time Inc., the University of Connecticut, and the Penn State MBA Program. She put us through extensive workshops on how to be successful during interviews and networking events. Another really important portion was resume roulette, where we were able to sit with HR specialists one-on-one to review our resumes and receive helpful feedback. I learned a lot through these feedback sessions, but one piece of advice that stuck out to me especially was to always have a “you in a few” prepared. This is essentially an “elevator pitch” and entails telling someone about yourself in a concise manner that will help you stand out and be remembered.

During this session, we also sat in on panel discussions. The first was “Global Privacy in 2016: Strictly Compliance or Marketing Opportunity?” The speakers discussed how the privacy sector has changed over the years and how much more relevant mobile technology is becoming. This was interesting, because we learned about privacy laws and the differences between ours and other countries. For example, European websites need more consent before taking personal information from viewers than the U.S. does, and that information is taken through cookies.

The next panel discussion was “College-to-Career Panel: True Tales of Real Survivors”, which was very beneficial, because it consisted of real professionals telling their story of how they got to where they are today in the business world. It was relieving to hear that even though some people struggled finding the career they loved at first, it worked out for them in the end. After interacting with them, I felt motivated to work hard towards my career goals and to not get easily discouraged.

Lastly, I was thrilled  to be a part of the summit for the first ever EDGE Awards. This was a huge event held at Gustavino’s and was pretty much a giant party and perfect opportunity to network. There was great food, an open bar, a live band, and an endless amount of professionals to talk to. Most importantly, there was an awards ceremony for different businesses and professionals that have done a great deal to support Marketing EDGE’s mission.

Although there were so many presentations, activities and events throughout the day, we were also given a good amount of free time to explore the city and have fun with the new friends we met throughout the conference.

Do you have any tips for JMU students who want to apply to the Marketing EDGE Summit?

My number one piece of advice for students considering applying for the summit is… DO IT! If you think this field is something you are interested in,you should definitely  go for it. It is an awesome opportunity for upcoming seniors, but I encourage underclassmen to give it a shot as well. If not successful the first go around, don’t be discouraged! My roommate did not get accepted her junior year and applied again and said she was really happy she didn’t give up.  If I have one regret, it is that I did not know about the summit sooner.  I feel that being introduced to such a wide variety of companies before senior year could have helped broaden my search for internships. Overall, it was an amazing experience to learn so much about marketing and to go beyond your comfort zone. Being in a new place and meeting new people is always nerve wracking, but I promise it was more than worth it. I made friends from all over the country that I plan to stay in touch with, and gained professional contacts that are willing to help with future endeavors in any way they can.

Thank you once again to Jordan Kimball for providing such a detailed accounting of the 2016 summit experience.

Based on what she shared, I definitely will encourage more of my JMU students to apply for this exciting professional opportunity.

Learn more information about Marketing EDGE, marketing career opportunities, and the Marketing EDGE Collegiate Summit.

JMU Wins Bronze in 2015-16 Collegiate ECHO

On August 11, 2016, Marketing EDGE announced the winners of the 2015-16 Marketing EDGE Collegiate ECHO Challenge. I am pleased to report that the team of Dorothy Capasso (Team Leader), Allie Hammond, Joseph Scully, Mitchell Meyers, and Mariam Bekele captured the 3rd Place Bronze Award in the undergraduate division.  The team developed an integrated marketing communications plan for Facebook Custom Audiences.  Learn more about this team and their exciting experience in this year’s competition.

Dorothy Capasso (Team Leader), Mitchell Meyers, Allie Hammond, Joseph Scully, and Mariam Bekele - 3rd Place Bronze Winners in the Undergraduate Division of the 2015-16 Marketing EDGE Collegiate ECHO Challenge.

Dorothy Capasso (Team Leader), Mitchell Meyers, Allie Hammond, Joseph Scully, and Mariam Bekele – 3rd Place Bronze Winners in the Undergraduate Division of the 2015-16 Marketing EDGE Collegiate ECHO Challenge.

Sweet Sweep for JMU in the 2016 Google Online Marketing Challenge

After evaluating thousands of accounts and reports, Google announced the 2016 winners of the ninth running of the Google Online Marketing Challenge (GOMC). I am delighted to report that James Madison University students in the College of Business earned top placements in all three competitive categories of the GOMC:  AdWords Business, Social Impact, and Social Media Marketing.  According to the 2016 GOMC results, there were over 500 professors and 10,000 students from more than 60 countries in this year’s GOMC. 

 

The James Madison University Google Online Marketing Challenge Class of 2016 under the direction of Dr. Theresa B. Clarke.

The James Madison University Google Online Marketing Challenge Class of 2016 under the direction of Dr. Theresa B. Clarke, College of Business, Department of Marketing.

Lynn Radocha (Team Captain), Alex Adley, Maianh Phan, Cari Ross, and John Thompson were selected as the Americas Winner of the 2016 GOMC AdWords Business Award.  As the highest ranked team in the North, Central, and South American region, they earned a special two-night trip to Google headquarters in Mountain View, CA as part of a prize package which also includes computing devices from Google and other very cool awards.  Additionally, this team was a Google+ Social Media Marketing Finalist (top 5 in the Americas region) and was also named the 3rd Place Winner of the 2016 GOMC AdWords Social Impact Award through their work with a local animal shelter located near JMU. The team’s non-profit client, the Rockingham/Harrisonburg SPCA will receive a $5,000 donation from Google as a result of their global win in the social impact category. 

Kudos to Lynn, Alex, Maianh, Cari, and John for their hard work, desire to excel, perseverance, and keen sense of timing on so many different aspects of the GOMC.  When faced with challenges, they stuck together as a strong team and were prepared to do whatever was necessary to get the job done.

Emily Maynard (Team Captain), Jacob Brown, Amy Goffe, Christine Provino, and Jacob Shibley were named an AdWords Business Semi-Finalist (one of the top 15 teams in the Americas region) and the 1st Place Winner of the 2016 GOMC AdWords Social Impact Award. Their first place global win earned a $15,000 donation from Google for their client, the Children’s Science Center, a non-profit organization dedicated to filling the gap in Northern Virginia with a permanent, world-class interactive exploration center that incorporates traditional museum exhibits with cutting edge discovery experiences. These students will receive a computing device from Google as well as an exciting opportunity to participate in a Google+ Hangout with members of the Google Grants team.

Props to Emily, Jacob B., Amy, Christine, and Jacob S. for professionalism, positive attitudes, and for taking well-calculated risks in their online marketing strategy.  I will always remember this team for being so nimble and colorfully creative throughout their GOMC experience.

Google selected Matt Deters (Team Captain), Caitlin Fikac, Natalie Krewin, Molly McDevitt, and Claudia Schnorbus as the Americas Winner of the 2016 GOMC Google+ Social Media Marketing Award.  The Google+ Social Media Marketing Award represents an optional component of the Challenge that allows students to gain a more in-depth understanding of online marketing by developing and executing a five-week social media marketing campaign via Google+.  Their client was Poricy Park Conservancya New Jersey-based non-profit with 250 acres of open space, wildlife and their habitats, prehistoric fossil beds, and the Historic Murray Farmhouse.  The student team will receive a computing device from Google for winning the top social media marketing award in the Americas region.

Compliments to Matt, Caitlin, Natalie, Molly, and Claudia for strong performance in a highly competitive category…social media. This team was so thoughtful and patient, as well as adept at finding unique angles to solve various strategic online marketing challenges faced throughout the competition.  They created over 200 social media posts for their client and had the highest number of reshares and reshares-per-post in my class. 

The team of Alexandra Ender (Team Captain), Rachel Broudy, Annie Delafield, Elka Feinstein, and Laura Hart was among the top five teams in the Americas region in two categories.  The team was named a Google+ Social Media Marketing Finalist and an AdWords Social Impact Finalist.  Their client was The Campagna Center, the largest non-profit in Alexandria, VA that offers developmental programs for lower income residents in the community.

Congratulations to Alexandra, Rachel, Annie, Elka, and Laura for their two top five placements in the Americas region.  I appreciated this team’s eagerness to serve their client, learn from their mistakes, and focus their work into meaningful and productive efforts. 

JMU students on the winning teams will be awarded a personalized certificate of appreciation from Google noting their status in the 2016 competition.  I am incredibly proud of the phenomenal accomplishments from the Class of 2016 and the online marketing impact they made on their clients. The combined win of $20,000 in Google donations will go very far in assisting two non-profits, located in the Commonwealth of Virginia, that focus on the development of children and the welfare of animals.

I am indebted to the many individuals who supported the journey for the Class of 2016, especially my highly dedicated JMU GOMC alums. Thank you does not seem enough to express the deep gratitude I feel for all that they do to reinforce and enrich the educational mission in my class — or more appropriately, OUR CLASS.  Every year, we grow stronger because of loyal partners to the JMU College of Business who are prepared to make the difference! 

I look forward to seeing what JMU Dukes will do in our 10th year of the GOMC.  For information about applying for the JMU GOMC Class of 2017, visit http://theresabclarke.com/gomc.

Google Challenge 2016 at JMU with Dr. Theresa Clarke.




Privacy Policy | Disclosures