A team comprised of UALR College of Business students has won the final round of the AT&T Campus Brand Challenge.
Seniors Vivien Fechner, Sara Massana, Brandi Glover, Leah Lauderdale, and Jamie Middleton entered the December 15th finals at AT&T World Headquarters in Dallas and won with their Integrated Marketing Communications Program presentation. This victory earned a $3,000 scholarship for the College of Business as well as a bevy of recognition from the AT&T executives and seniors in attendance.
“I am glad to go to a university that allows this type of experience & opportunity,” Jamie Middleton said, thanking her teammates and all who offered their support.
Professor Gary Geissler was responsible for mentoring the team and seeing them through the competition. Dr. Geissler expressed pride in his team for not only competing at such an impressive level, but for doing so against some staggeringly stiff competition, such as the University of Nebraska (runner-up), the University of Illinois, the University of Missouri, the University of Texas, and Texas A & M University.
The students perfected their skills this semester through a course called Advertising IMC (Integrated Marketing Campaign) Development, taught by Geissler. To prepare for competition, the students conducted focus group research, a pre-test and post-test survey each with a sample of more than 400 students, and secondary research about the Millennial market. They also created a slogan, “What’s Next For You?,” modified the AT&T logo, and designed an entire integrated marketing program, including a week of events on campus.
Their campaign focused on strengthening AT&T’s brand value proposition and promoting its career opportunities among the Generation Y market.
The Campus Brand Challenge is designed to provide students with real-world experience through designing and implementing an integrated marketing plan. The competition included tours of AT&T’s World Headquarters, interactions with high-level executives, and information about internships, management development programs, and other career opportunities for college graduates. The students were also able to meet several UALR graduates who now work at AT&T.
“I probably won’t be able to adequately express what an awesome experience the AT&T Campus Brand Challenge was,” Geissler added.
For more about UALR’s Marketing program, visit: https://ualr.edu/marketing/ .