Marian University's team of student ad executives, Momentum, took third place
in the American Advertising Federation’s (AAF) National Student Advertising Competition
(District 6) on April 14-15, 2011. This year's challenge was to develop a $100 million proposal for a national, fully integrated marketing campaign for JCPenney. Last year, the university's team finished fourth in its first year of competition.
Cindy Muhlenkamp '12, Reid McDowell 11, BreAnna Nunez '12, Kelsey Uebelhor '12, and Bryan Davidson '11 (left to right in the picture) were the presentation team that traveled to Southfield, Michigan.
Marian University’s campaign used the tagline "Your moment, your store." The campaign’s theme, life’s moments, used text and visuals to create emotional connections through everyday moments experienced by the target market.
"In the Clark H. Byrum School of Business, we continually focus on the connection between what is learned in the classroom and how to apply it in a business situation,” says professor Lori Rumreich, faculty advisor for the university's team. “This competition does exactly that. Our team’s outstanding performance demonstrates the importance of experiential learning and its impact on students.”
Marian University’s team, consisting of business, graphic design and communications students, finished third out of the 11 teams in track A, one place higher than last year. Butler University took first place and Central Michigan University placed second, with the University of Illinois Urbana/Champaign finishing in fourth. It is only the second year Marian University has entered the competition, which is comprised mainly of teams that have been competing for fifteen years or more. The winning team in each district and one wild card team then advances to compete on the national level at the AAF National Conference in June.
Other team members who helped develop the proposal and presentation include:
Morgan Crutcher '12
Andre Ferguson '12
Megan Haney '12
Dana Harrell '12
Joseph Kukolla III '12
Mallory Ortwein '11
Dirk Ratcliff '11
Catherine White '11
Reid McDowell, Cindy Muhlenkamp, and Kelsey Uebelhor were inducted this year into Alpha Delta Sigma
, a national honor society sponsored by AAF which recognizes and encourages scholastic achievement in advertising studies. ADS is the only national, professional advertising honorary society in American higher education. A minimum 3.25 GPA is required.