A team of students from the Marian University Clark H. Byrum School of Business were awarded with a second place finish in the regional round of the National Student Advertising Competition (NSAC) on April 12, 2013.
Their challenge was to develop a $10 million marketing communications campaign for Glidden Paint. Their campaign idea, “For Brighter Tomorrows,” was a hit with the judges, who loved their theme of using unexpected situations to catch the attention of the target market and demonstrated the transformative ability of paint. Marian University’s student-created television commercial built upon this theme, featuring students in a humorous spoof about Leonardo Da Vinci brightening up his living space.
Leading the Marian University Team were presenters TJ Witham, Ariana Murray, Joann Derbiszewski, Morgan Merrill, and Elizabeth Pinkerman, with support from creative director, Kyle Fox, who led his creative team to design and produce all print, advertising, and collateral materials required by the competition.
The NSAC is sponsored by the American Advertising Foundation, who contracts with a corporate sponsor each year to provide students with an actual marketing challenge to address through the competition.
“The corporation provides judges, so the students pitch their ideas to actual client executives, as a real advertising agency,” says Professor Lori Rumreich, assistant professor of marketing and faculty advisor for Marian University’s team.
“The competition requires students to apply what is learned in the classroom to real situations, which is exactly how our curriculum works in the Byrum Business School,” said Russ Kershaw, Ph.D., dean of the Clark H. Byrum School of Business.
Marian University is part of the very competitive District 6, which has more than twenty schools competing each year. First through fourth places are awarded and although Marian University is generally the smallest school in attendance, their powerful performances and creative marketing strategies have brought home a trophy each of the four years they have competed.
Competing this year were Augustana College, Ball State University, Butler University, Central Michigan University, Columbia College, Ferris State University, Grand Valley State University, Indiana University – Bloomington, Marian University, Michigan State University, Northwood University, University of Notre Dame, Purdue University Calumet, University of Southern Illinois Carbondale, University of Southern Indiana, University of Illinois, University of Michigan, Wayne State University, and Western Michigan University.
Nationally, more than 150 colleges and universities participate in this advertising competition each year.