A group of students from The NewHouse, a student-run advertising agency in Syracuse University's S.I. Newhouse School of Public Communications won first place in the General Motors GM&U Marketing Challenge. The team-one of three finalists from an original pool of 75 that advanced to the final round of the competition-traveled to Detroit to present an integrated marketing communications plan to a panel of GM executives.
Student teams were asked to develop a plan that resonates with college students and recent graduates, creates a "buzz" for GM's College Discount program (coined "GM&U") and gets college students excited about GM cars.
The Newhouse students developed a year-long campaign that includes advertising, promotions, PR events, interactive marketing and a branded micro site.
Members of the team include Candace Tracy, project director; Kate Overholt, creative director; Joe Misiewicz, The NewHouse president; Lauren Finn; Nicole Handler; and Courtney Taddonio. Assistant professor of advertising Ed Russell is faculty advisor to the team.
This is the second time in six months that Newhouse advertising students have shown well in a national competition. Last June, students developed "The Stupid Drink," an ad campaign targeting binge drinking among college students, which placed first in the 2009 National Student Advertising Competition.
For more info: newhouse.syr.edu/current/happenings/read_news.cfm?id=359 and intranet.edventurepartners.com/casestudies/GM09/.