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.

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.

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.




The JMU GOMC Class of 2016 Completes Their Journey

JMU students completed a ninth consecutive year participating in the Google Challenge (GOMC) at James Madison University.  There were some big changes to MKTG 477 in 2016.  As you can see from our traditional year-end class photo below, the most notable change was a larger class size compared to years past.  Another change was that every student in the Class of 2016 earned their AdWords certification by March 1.  Almost all of these students will be graduating from JMU this Friday. I wish them all the very best as they leave their roles as students and begin new phases of their lives as marketing professionals.  I hope in some way I have made a meaningful difference in how they choose to approach their new role.

JMU Google Challenge Class of 2016 with Dr. Theresa B. Clarke

On behalf of the 25 students from the JMU GOMC Class of 2016, we are grateful to the many supporters for the MKTG 477 course.

We owe a debt of gratitude to Google for running the Challenge each year.  There is no other educational experience quite like the GOMC.  Between the AdWords Business component and the optional Social Media Marketing component using Google+, students get eight weeks worth of planning, executing, and analyzing a digital marketing experience while working with actual clients and a real budget.  I have always said “they [Google] don’t call it a challenge for nothing” and this year was no exception.  All teams faced unique hurdles, but that is something I appreciate, expect, and respect about the GOMC.  I consistently hear from alums how they didn’t realize at that time how the JMU GOMC experience had a major role in starting their growth into the marketing professionals they are today.

Thank you to five non-profit organizations that served as clients for JMU.  Thank you for putting your trust in JMU students to take over your Google+ accounts for social media marketing and for giving them a chance to explore how AdWords can help to meet your organization’s goals.  In the end, we hope that your participation in the GOMC advanced your marketing goals a bit further.

Thank you to our agency partners from firms in Harrisonburg, Charlottesville, Richmond, Alexandria, Baltimore, and Philadelphia for providing guest speakers, career opportunities, scholarships, prizes, company swag, and networking opportunities.  We are grateful for your continuous and enthusiastic support of the educational mission at JMU.

2016 Guest Speakers at JMU in MKTG 477

Thank you to 25 dedicated JMU GOMC alumni who served as mentors for the Class of 2016.  I am confident that your friendship and support meant so much to the students while they were on their GOMC journey.

JMU GOMC Mentors for the Class of 2016

Finally, a belated thanks to the 16 mentors from our 2015 pilot test of the professional mentor program.  Because of your successful work, the professional mentor program is now a permanent part of all future MKTG 477 classes.

JMU GOMC Mentors for the Class of 2015

JMU Ad Club Wins 4th Place in District 3 of the AAF National Student Advertising Competition

Congratulations to the JMU Ad Club (Madison American Advertising Federation) for their highest placement ever in the American Advertising Federation’s District 3 National Student Advertising Competition (NSAC).  The JMU Ad Club competed against schools from Virginia, North Carolina, and South Carolina, ranking 4th overall with their “Caps Off to You” Campaign for Snapple.

nsac_slider_image_2016

Thank you to the AAF and Snapple for sponsoring the 2016 competition as it is such an enriching and educational experience.

To my JMU Ad Club students who worked so hard this year “Caps Off to YOU!”  I am extraordinarily proud of you for setting high goals and aiming towards them with such determination.

Thank you for giving me an opportunity to work with such talented, dedicated, motivated, and energetic students.  I had so much fun and look forward to another exciting year of advertising planning in 2017.

capsoff

Thank you to JMU Marketing Alum, Andrew Lux, Champion of “the adidas project”

If you were a student in my Integrated Marketing Communications class between the fall of 2003 and spring of 2009, then you probably recall the name Andrew Lux.  If you don’t recall his name, perhaps “the adidas project” rings a bell.

Andrew was a 2002 graduate of the JMU Department of Marketing and was recognized as the 2001 University Scholar-Athlete of the Year and the 2002 College of Business Outstanding Student in Marketing.  After graduation, he accepted a position at adidas headquarters in Herzogenaurach, Germany as the Communication Manager for Football (what we call soccer in the U.S.) and Rugby.  Andrew was promoted to Global Advertising Manager and worked in Amsterdam before returning to adidas headquarters as the Senior Football Communication Manager.

During Andrew’s tenure at adidas, we collaborated to create a highly beneficial and reciprocal learning partnership between adidas and JMU.  After drafting confidentiality agreements and figuring out how to assess course learning objectives, we crafted an experiential project for my course.  The project involved students developing integrated marketing communication plans for one of adidas’ real soccer products, the F50.  As students gained real-world experience, adidas gained fresh insights and new ideas about ways to market their products.

Donna Ragsdale Dunn (JMU ’94) wrote a feature story about our first semester working together, “Run with the Big Dogs: Marketing Students Get Real-world Toehold working with Adidas Exec on Top Secret Marketing Shoe“. The article showcased Andrew in the spring 2004 issue of JMU’s Montpelier Magazine as he juggled a soccer ball.

Each semester for the next seven years, Andrew and I tweaked the project so that it would be a different experience for each group of students.  Over the course of 12 semesters we reworked the project to help students experience different challenges as the products moved through introduction, growth, and maturity while facing intense competition from rivals such as PUMA, Nike, and Under Armour.

To this day, I receive emails and phone calls from alums who ask if Andrew and I are still running the adidas project.  My former students often comment on how much they learned, what a memorable project it was, and how it gave them such interesting things to talk about during job interviews.  Some even say that it was a marketing project that best prepared them for the jobs they now do today.  On behalf of my students who benefited from our collaboration and gained exposure to real-world marketing, I wish to thank Andrew for making this experience possible.

I was inspired to write this blog post when I spotted Andrew at a JMU football game recently.  Not only was I absolutely thrilled to see him, but I felt excited to personally share with him what kind of impact he made at JMU.  We owe a debt of gratitude to Andrew for truly making a difference for hundreds of JMU marketing students by collaborating, donating his time, and sharing his expertise.  Thank you Andrew!

Theresa_Clarke_Andrew_Lux_2015

The DMAW/EF Announces the 2015 Collegiate MAXI Oral Case Competition Challenge

I am seeking talented JMU students with an interest in participating in the 2015 DMAW/EF Collegiate MAXI Oral Case Competition Challenge.  Last year, I coached three JMU marketing students who won the first place gold award in the 2014 competition about the World Wildlife Fund.

This year, students have an opportunity to select from one of three nonprofit organizations and create a short IMC plan based on the stated focus of that selected organization.  The three non-profts are:

  • Central Park Conservancy (CPC) – a private, nonprofit that manages Central Park under a contract with the City of New York and NYC Parks.
  • Disabled American Veterans (DAV) – an organization chartered by Congress for disabled U.S. military veterans that helps them and their families through various means
  • Shriners Hospital for Children (SHC) – a network of 22 non-profit medical facilities across North America

The competition will be held in Washington, D.C. on Friday, November 13, 2015.  I can assist with transportation needs and talk to your professors about missing Friday classes.

In order to compete, student teams of 2-4 members must submit an intent to compete/attend form, by Friday, October 23, 2015, before 5:00 PM.

JMU can enter three teams and I would love to coach at least one team of highly motivated and hard-working JMU marketing students. If you have an interest in this engaging learning opportunity, review the Complete Case Competition Document to learn more about the three non-profits and the competition requirements.   If you are still up for the challenge, complete the sign-up sheet outside of 517 Showker Hall at your earliest convenience.  I would like to form teams no later than September 25 so you can start the project right away.

dmawef

Marketing EDGE Programs for Spring and Summer (2015)

Marketing EDGE logoMarketing EDGE (formerly known as the Direct Marketing Educational Foundation) provides a number of very helpful resources and programs designed specifically for students looking to prepare for a career in the marketing industry.

Check out the listing of job, internship, and scholarship opportunities below.  Note there are varying deadlines associated with their programs.  If you have questions or need additional information, please contact Terri Herschlag, Program Manager for Marketing EDGE Career Services, at therschlag@marketingEDGE.org.

  • Marketing Scholarship Awards – On average, $75,000 provided to students to help with tuition.  The application process closes on April 15, 2015.
  • Marketing EDGE Job Board
  • Next Generation Leaders Program – NY or SF; 1 year – 2 rotations; networking, learning, and challenging work.  The NextGen program is limited to new college graduates (2015). The next program will begin the first week of September, after Labor Day. 
  • Summer Internship Program – Multiple states and companies attend I-MIX program.  Applications will be accepted until all positions are filled.
  • *Interactive Marketing Analytics Xperience (I-MAX) – The application deadline is June 5, 2015.
  • *Interactive Marketing Immersion Xperience (I-MIX) – The application deadline is April 3, 2015.  This year’s Xperiences is co-sponsored by GoogleThis truly unique marketing intensive presents students with a chance to…
    • Visit Google’s main campus
    • Participate in company specific workshops and get insights into major marketing campaigns and strategies directly from top Google executives
    • Develop a better understanding of new and evolving marketing platforms: mobile, social, and search
    • Receive resume critique that will help prepare them for the tough job market ahead
    • Work on a practical marketing business case
    • Interact and network with marketing students and marketing professionals from across the country
    • For questions about this program, contact Rachel Fontana at  RFontana@marketingEDGE.org.

A Listing of Select Advertising, Digital, and Direct Marketing Agencies

Ad and Marketing Agenices

  • Where should I apply if I want to work at an agency?
  • What are some of the top agencies in the marketing industry?
  • What are the agencies located close to JMU?

These are some of the questions I often hear from my students at James Madison University.  To point my students in the right direction, I developed an alphabetical list of select advertising, digital, and direct marketing agencies.

For most agencies, this listing includes a link to the agency’s home page, about page, contact page, and careers page.  Because my students are often seeking internship opportunities nearby JMU, I included a red asterisk (*) next to the agencies with a location in Virginia or the DC area.

Please contact me if you know additional agencies that should be added to my list.  Thanks for your help and enjoy the list.

 

The 2015 Collegiate Effie Competition Sponsored by Target

For the 2015 Collegiate Effie competition, participants develop a multi-channel IMC plan aimed at engaging back-to-college millennials, 18-24, with the Target brand.

Download the Target Brand Challenge – Client Brief for further details and challenge requirements.

The competition deadline is April 2, 2015.

If you have questions please contact collegiate@effie.org.

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