What's Up UA? - UA Marketing Students Win National AT&T Competition - The Explorer: University Of Arizona

What's Up UA? - UA Marketing Students Win National AT&T Competition

Print
Font Size:
Default font size
Larger font size

Posted: Thursday, May 29, 2014 12:59 pm

University of Arizona marketing students won a nationwide advertising competition in which they developed and executed an employment recruitment campaign for AT&T.

Students in the Marketing 425 course "Advertising Management" at the Eller College of Management– affectionately nicknamed "425 Catvertising" – spent the semester developing the campaign around AT&T's internships and full-time job opportunities in sales, technology and retail. Their motive was to entice students to pursue employment with the company.

The project was part of the AT&T Campus Marketing Challenge, in which university teams vied for a chance to present at a networking event held Tuesday and Wednesday at AT&T headquarters in Dallas.

"Being the first University of Arizona advertising team since 2009 to capture the win against several other schools feels special," said team memberDavis Bauer, a marketing senior.

"And the fact that AT&T executive directors are looking to implement our solutions following our presentation is what meant the most for me. It's obviously a big accomplishment, to be nationally recognized by a company like AT&T," he said. "I will be able to bring this victory into future interviews I have and look back on such a great experience I had with the rest of my advertising team."

 

In 2010, the UA's Catvertising 425 team was a finalist in a Public Service Announcements for International Disasters competition. Also, UA students won the 2009 Honda Insight marketing competition, taking the $5,000 prize, for a promotional plan that targeted university students.

"The students that presented in that case all have jobs in advertising - and they insist that this class is what launched their collective careers and speak about the importance of this type of hands-on learning," said Ed Ackerley, an adjunct instructor for the UADepartment of Marketing in the College of Management. "We are privileged as instructors to be able to offer our students opportunities that enhance their education."

This year's competition was sponsored through a partnership between AT&T and EdVenture Partners, which funds the student campaigns. Each team was given $3,000 to develop their ideas.

"Winning the EdVenture Partners AT&T Brand Challenge is an excellent experience for our Eller College marketing students and great preparation for career and life," Ackerley said. Five students presented on behalf of the 62-member class, meeting top executives in the company. 

All of the students in Ackerley's class worked on the AT&T campaign. One major component was peer-to-peer marketing to inform other students about possible careers with AT&T. Studies relied on social media, such as Pinterest, Twitter and Facebook, and also conducted surveys.

For the AT&T campaign, the UA team came up with the slogan "Unlock Your Future." As part of the campaign, students were divided into six different "departments," including the creative team and groups responsible for public relations, research and finance, among other tasks.

"Our students actually engaged just under 1,000 students who said they were interested in possible careers with AT&T.  From that, AT&T would like to find, train and employ dozens of students from the UA," Ackerley said, adding that two students in the class will be joining AT&T this summer, and several others are applying for jobs.

"It's like an agency, all hands on deck when needed," Ackerley said of the course, which is designed like a small advertising agency. "They are given real-life experience before they leave school so they get to put theory into practice."

Over the course of the semester, the campaign engaged UA students who signed up to receiving information about AT&T and different job opportunities.

Bauer, who would like to work with AT&T in account management or public relations, said he believes he and his team were not only effective, but highly creative, especially in targeting students via social media.

"I learned to never stop improving myself throughout the competition, and work closely with groups of people in a highly effective manner," he said. "I also learned different techniques in conducting a proper needs assessment for the client we had, and they were obviously impressed with our recommendations for them."

Michelle Orci, a UA marketing senior and director of the campaign, oversaw all six departments, acting as a liaison between the class and AT&T.

"All of these campaigns have been a great learning experience," Orci said. "We got a taste of the real world and learning how to apply real-world rules of advertising."

© 2014 The Explorer. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

More about

Welcome to the discussion.

Kino College

Kino CollegeEnroll today: http://www.kinocollege.com/

Thursday 09/18/2014

What's Up UA? - When Job Loss Equals Weight Gain

Monday 09/15/2014

What's Up UA? - Don’t Underestimate Your Mind’s Eye

Thursday 09/11/2014

What's Up UA? - 'What I Wish I Had Known as a Freshman'

Tuesday 09/09/2014

What's Up UA? - UA Undergraduate Researchers Take to the Radio

Thursday 09/04/2014

What's Up UA? - Send Your Tweet – and Your Name – to an Asteroid

Tuesday 09/02/2014

What's Up UA? - Brown Foundations' $2.5 Million Kicks Off Catapult Corp

Thursday 08/28/2014

What's Up UA? - New Veterinary Degree Program Made Possible by $9M Gift is Critical for State

Monday 08/25/2014

What's Up UA? - Laser 'Lightning Rods' Channel Electricity Through Thin Air

Thursday 08/21/2014

What's Up UA? - UA Fall Enrollment Sets Record for Diversity, Number of Freshmen

Tuesday 08/19/2014

What's Up UA? - Remarkable Résumé: UA Student Journalist's Career Includes CNN, NYT Phoenix

Friday 08/15/2014

What's Up UA? - Through Innovative Partnership, 'Hot Shot' Team Tackles Yuma Produce Perils

Wednesday 08/13/2014

What's Up UA? - The UA Named a Top College by The Princeton Review

Monday 08/11/2014

What's Up UA? - UA Researchers Study Increasing Lifespan and Immune Function What's Up UA? - UA Undergrads Conducting Microgravity Research Aboard NASA's G-Force One

Monday 06/09/2014

What's up UA? - UA to Host U.S. and Mexico Officials Exploring Collaborations in Education, Innovation, Research

Thursday 06/05/2014

What's Up UA? - New Wilderness Medicine Class Hones Patient Care Skills in Rugged Conditions

Tuesday 06/03/2014

Track Cats Send Eight Athletes to TrackTown USA

Monday 06/02/2014

What's Up UA? - Bringing a Spacecraft Back From the Dead

Friday 05/30/2014

What's Up UA? - Heart Attack Patient Defies Odds with Tailored Surgical Treatment at UA Medical Center

Thursday 05/29/2014

What's Up UA? - UA Marketing Students Win National AT&T Competition

Tuesday 05/27/2014

What's Up UA? - Scientists Discover Genetic Basis of Pest Resistance to Biotech Cotton

Friday 05/23/2014

What's up UA? - Four UA Students Picked for Pat Tillman Foundation Scholarships

Wednesday 05/21/2014

What's Up UA? - Scientists Discover Genetic Basis of Pest Resistance to Biotech Cotton

Monday 05/19/2014

What's Up UA? - UA Tunnels Get Carbon Fiber Makeover

Thursday 05/15/2014

What's Up UA? - Earning a UA Degree, in a Grandfather’s Memory

Tuesday 05/13/2014

What's Up UA? - UA's Phoenix Cancer Center is 'Topped Off,' Joins Award-Winning Medical School Building

Thursday 05/08/2014

What's Up UA? - University of Arizona to Offer Nation’s First Bachelor of Arts in Law

Monday 05/05/2014

What's Up UA? - UA Combating Health Disparities to Build Healthier Communities

Wednesday 04/30/2014

What's Up UA? - Scientists at the UA Make Critical End-Stage Liver Disease Discovery

Friday 04/25/2014

What's Up UA? - A Century-Long Track Record of Serving Arizona and Benefiting the State's Economy

Wednesday 04/23/2014

What's Up UA? - UA Opens Nation’s First Resource Center for Student Vets Studying Health Care UA Wildcat Instant Decision Days at PCC campuses April 29-May 2

Monday 04/21/2014

What's Up UA? - UA Scientists to Begin Construction on NASA Spacecraft that will Visit Asteroid in 2018

Thursday 04/10/2014

What's Up UA? - Spring Fling Celebrates 40th Anniversary With Return to UA Mall

Monday 04/07/2014

Mauga’s Walkoff Sweeps Stanford

Thursday 04/03/2014

What's Up UA? - 4-H Programs Bring Enrichment and Learning to Thousands in Arizona

Monday 03/31/2014

What's Up UA? - The Viruses You Don't Know About (Yet)

Tuesday 03/25/2014

What's Up UA? - Twice Torn Apart: A UA Alumna's Road to the Paralympic Games

Tuesday 03/18/2014

What's Up UA? - Tucson Village Farm Honored as Model Program for the Nation

Friday 03/14/2014

What's Up UA? - Several UA Graduate Programs Reach New Heights

Tuesday 03/11/2014

What's Up UA? - Olympics Interns Share Sochi Experiences

Friday 03/07/2014

What's Up UA? - Seeing Cancer Differently

Wednesday 03/05/2014

What's Up UA? - UA Offers Accelerated Bachelor's to Master’s Program in Environmental Health Sciences

Tuesday 03/04/2014

What's Up UA? - Third-Ranked Men's Basketball Heads to Corvallis to Face OSU

Friday 02/28/2014

What's Up UA? - UA College of Optical Sciences to Celebrate 50th Anniversary With Laser Fun Day

Thursday 02/27/2014

What's Up UA? - Obesity-Related Gut Bacteria Higher in People in Northern Climes

Monday 02/24/2014

Wildcats Sweep Sunday Doubleheader, Series From Alcorn State

Thursday 02/20/2014

What's Up UA? - First-Year UA Minority Student Retention Rate Highest Ever

Monday 02/17/2014

What's Up UA? - The Flu and You

Friday 02/14/2014

What's Up UA? - Miller to Add to Arizona’s USA Basketball Legacy
Spacer4px

Follow us on Facebook

Online poll

Loading…