2008 Woodie Awards
Marketing class creates ad campaign for Navy
Issue date: 4/10/08
At the end of the semester, most students are required to write papers, take exams or give presentations, but few are charged with creating and executing a marketing plan for the FBI or the Navy.
However, each spring, students in senior lecturer Leslie Kendrick's Advertising and Promotion are given just such an opportunity.
EdVenture Partners, a California-based marketing firm provided $2,500 for students to promote the Navy's Health Professions Scholarship Program (HPSP) to their target marketÂÂ - Johns Hopkins pre-medical students. The goal of the project, which is still ongoing at Homewood, is to generate awareness of and give information on the Navy's program.
"[This project] has … taught me how to work with different people on a number of important issues that are crucial to maintaining a successful campaign. … it has provided me with an insight into the working world that one does not always see as an intern," junior Amelia Vereb, head of the Public Relations Department, said.
The campaign included several events, such as two "study breaks" in the MSE library and presentations in both the freshman and sophomore pre-med meetings.
Junior Cassie Wilcox, co-manager of the research department heads said her favorite event has been the sophomore pre-med meeting, which attracted over 50 students.
"Since our research has concluded that students have many negative preconceived notions about the Navy, it is important for us to be able to speak with them directly and dispel any misconceptions," she said. "This event definitely offered us that opportunity, and we hope for more participation as the campaign continues."
Students also created a commercial and filmed an interview with a medical student who was enrolled in HPSP, both of which were then posted on YouTube.com. The videos were also used for "projection bombing," a marketing technique which uses public wall space as a screen for advertising material. Each event was also publicized using fliers, Facebook.com and print advertisements.
However, each spring, students in senior lecturer Leslie Kendrick's Advertising and Promotion are given just such an opportunity.
EdVenture Partners, a California-based marketing firm provided $2,500 for students to promote the Navy's Health Professions Scholarship Program (HPSP) to their target marketÂÂ - Johns Hopkins pre-medical students. The goal of the project, which is still ongoing at Homewood, is to generate awareness of and give information on the Navy's program.
"[This project] has … taught me how to work with different people on a number of important issues that are crucial to maintaining a successful campaign. … it has provided me with an insight into the working world that one does not always see as an intern," junior Amelia Vereb, head of the Public Relations Department, said.
The campaign included several events, such as two "study breaks" in the MSE library and presentations in both the freshman and sophomore pre-med meetings.
Junior Cassie Wilcox, co-manager of the research department heads said her favorite event has been the sophomore pre-med meeting, which attracted over 50 students.
"Since our research has concluded that students have many negative preconceived notions about the Navy, it is important for us to be able to speak with them directly and dispel any misconceptions," she said. "This event definitely offered us that opportunity, and we hope for more participation as the campaign continues."
Students also created a commercial and filmed an interview with a medical student who was enrolled in HPSP, both of which were then posted on YouTube.com. The videos were also used for "projection bombing," a marketing technique which uses public wall space as a screen for advertising material. Each event was also publicized using fliers, Facebook.com and print advertisements.
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ItsMoreThanAUniform
posted 4/11/08 @ 10:49 AM EST
Just wanted to let you know that the speaker event will be held on April 16th at 6 PM in Remsen 101. There will be food, a raffle, and Navy representatives to tell you more about this great scholarship opportunity. (Continued…)
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