Carmien Penny reports, UALR was chosen to participate in the AT&T Campus Brand Challenge, along with five other schools around the country. Students in Advertising IMC Development are working on the campaign, which is, according to their press release, “aimed at strengthening AT&T’s brand value proposition and promoting its career opportunities among the Generation Y market.” The students within the class have created a working marketing agency called Ad360.
Ad360 was given a $3,000 budget provided by AT&T. At the end of the semester, the students will have an opportunity to present their findings. If they are selected as one of the top teams, they will be headed to the AT&T headquarters in Dallas for a final presentation. If UALR wins the competition, the team will be granted a $3,000 scholarship.
Gary Geissler, who is a Professor of Marketing and Advertising at UALR, points out some of the key aspects of the campaign. He also discusses the demands of the work, and how involved his students have been.
“The AT&T Campaign is designed to increase awareness of AT&T’s career opportunities, products and services, and student and faculty discounts. The students have already conducted focus group research, a pretest with a sample of more than 400 students, and secondary research about the Millennial market. They have also created a slogan, “What’s Next For You?,” modified the AT&T logo, and designed an entire integrated marketing communication program, including a week of events (such as Career Day) on campus.”
The events were held around UALR, and started in front of the EIT building on Monday, Nov 14 and lasted throughout the week.
One of Geissler’s students, Senior Kassey Cline, who is a majoring in Professional and Technical Writing and minoring in Advertising, pointed out the importance of the events such as Career Day.
“We need to disprove the myth that all AT&T needs are salesmen. They need engineers, computer techs, and graphic designers …”
Geissler also emphasizes the impact the campaign has for students at UALR. “The campaign is very important for UALR students, mainly because AT&T offers some great career opportunities for many of our graduates. They have career opportunities for a variety of majors, especially Business, Engineering, Information Technology, Computer Science, and other STEM majors.”
You can read Carmien Penny’s original article at The Forum: http://ualr.edu/forum/index.php/2014/11/19/att-campaign-presents-opportunities-for-students/ .
For more information about UALR’s Marketing and Advertising Department, please visit: http://ualr.edu/marketing/ .