An advertising campaign created by Johns Hopkins University students placed third last week in the 2017 Acura ILX Marketing Challenge, an industry-education partnership facilitated by EdVenture Partners and sponsored by Acura.
Image caption: JHU team members (from left to right) Aleexsan Adal, Marcia Zimmerman, Morgan Marc, Rachel Shavel, and Katie Chang
Johns Hopkins finished behind teams from the University of Rhode Island and the University of New Mexico. Because all three teams' final scores were so close, each earned the first-place prize of $5,000 and an all-expenses-paid trip to Los Angeles, where the student marketers presented their campaigns to Acura and advertising executives.
The campaign was designed and implemented as part of JHU's Advertising and Integrated Marketing Communication class—known by some students as "Ad Class"—an upper-level course offered by the Center for Leadership Education within the Whiting School of Engineering.
The team's "Making It" campaign included online advertisements, social media, and branded events, including one in which a sparkling new Acura ILX was parked on the plaza outside of Levering Hall. EdVenture Partners gave each of the 20 university teams competing in the challenge $2,000 to help underwrite the costs of creating and executing their campaigns.
Team leaders included Aleexsan Adal, Marcia Zimmerman, Morgan Marc, Rachel Shavel, and Katie Chang.
"Their task was to develop an integrated marketing plan for the Acura ILX that targeted Millennials," said Leslie Kendrick, CLE senior lecturer and course instructor. "Developing, implementing, and analyzing the impact of such an integrated marketing campaign in a 13-week semester is a tall order, but they executed it beautifully and successfully. I was very impressed with their hard work, dedication, creativity and professionalism."
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