The program began with presentations from our three case winners. Those faculty who won the competition received their awards at the EDGE Summit luncheon on Sunday. Cases are given the opportunity to be published in the Racom IMC Handbook (3rd Edition coming soon!)
The faculty presentations and winners were:
- 1st Place: Brandco: Development and Marketing of a Social Media Index - Bela Florenthal, Chris Polakowski, William Paterson University
- 2nd Place: Scleroderma: Gaining Support for (What?) - Jan Owens, Carthage College; Anjala Krishen, University of Nevada, Las Vegas
- 3rd Place: Hablame Mobile: Predicting Churn and Customer Retention - Blodwen Tarter, Golden Gate University; Debra Zahay, Aurora University
Mia Fiorella, Marketing Director of the La Jolla Playhouse, (DPU Theatre,’98) discussed the challenges of marketing this cutting-edge theatre group. The faculty group was fortunate to have her presentation because they were in the midst of opening “Hunchback of Notre Dame” the very next day. La Jolla has had numerous original works play on Broadway after getting their start in La Jolla. Mia's team is able to see what the big budget Broadway marketing groups decide to change in terms of media and creative after these works leave their own theater. La Jolla Playhouse gains much of their support through subscription ticket holders who are comprised of a loyal following. Many of the issues facing La Jolla Playhouse are shared by theaters around the country as they see a growing generation of youth resistant to leaving the house for entertainment. Mia's team have engaged in many strategies to promote the theater to ages young and old while still maintaining their reputation as a center for art and culture.
We appreciate all of the professionals who came to present to our group. The timely topics, and local flare helped this group of presentations stand-out and resonate with our faculty who undoubtedly will look for the opportunity to develop these into cases for the classroom
Here's to another 19 years!
For faculty who are interested in submitting a case, you can contact Susan Jones for more information.
3rd Edition of The IMC Handbook Now Available!
The third edition of The IMC Handbook: Readings & Cases in Integrated Marketing Communications is now available! Cases from past winners and participants of the Jacobs & Clevenger Case Writers' Workshop are featured including:
....and 16 others!