Susan Jones & Steve Kelly celebrate 19 years of Case Writing October 25, 2014 marked the 19th year that Steve Kelly (DePaul University) and Susan Jones (Ferris State University) have been conducting the Jacobs & Clevenger Case Writers' Workshop at the Marketing EDGE Research Summit during the DMA. This year in San Diego, faculty from across the country, and some international attendees, came to listen to local businesses and the winning cases from the case writing competition in Spring.
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:
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
The second part of the program is for local businesses to present marketing issues they have faced. Steve Kelly and Susan K. Jones invited San Diego area businesses to explain their marketing activities with the goal of letting the faculty attendees have first-hand experience of valuable cases that they can share with their students. Some faculty use these presentations to develop cases that they submit for the next competition, deadline May 1, 2015.
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.
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.
From the theater to another beloved landmark, Scott McGaugh, Director of Marketing for the USS Midway Aircraft Carrier presented ten years of history aboard the Midway and the marketing challenges there-in. The USS Midway became a museum after years of serving as a naval vessel in numerous global conflicts. Scott touched upon the challenges of marketing the museum as an attraction to both the veterans who have served on the Midway, and imparting a historical education to the new generation. The Midway has successfully developed into a tourist destination in San Diego despite other more well-known competitive attractions like the San Diego Zoo, and Sea World. Scott was able to describe how the Midway fills a niche for tourists looking for something additional and family friendly, but still central to the downtown area, and affordable. They depend on their rich historical heritage and a combination of creative programming and donors to keep the museum engaging and popular.
Conveniently, the third presenter for the program was the Torrey Pines Bank, a regional bank chain that actually sponsors La Jolla Playhouse and participates in events on the USS Midway. Crystal Sargent, SVP & Director of Marketing, gave a review of the banking crisis with an emphasis on how regional banks such as Torrey Pines have been able to find a niche. Torrey Pines Bank was able to emerge from the banking crisis thanks to a conservative investment strategy protecting them from high-risk investments that led to many banks demise. The once local bank has expanded beyond San Diego into other areas of California with a focus on supporting small and medium sized enterprises who have the need for more custom-made banking options. Crystal was able to explain to our group of marketers how a player in the financial industry benefits from crafting a clear and straight-forward brand message.
Finally, Ron Seaver from the National Sports Forum described how his organization has developed the only sports forum that brings together directors from all sports leagues, NFL, NHL, NBA, MBL to develop and discuss best practices and hear from sponsors. During this invite-only conference, there is an additional educational component that Ron presented on to the group of faculty. Students from nine universities are given the chance to participate in a Case Cup Challenge. After hearing about a particular "challenge", students develop a strategy and present to the group of judges who are comprised of director level professionals from major sports teams and leagues. Ron's challenge to the group was to help develop the case that would be used during the competition. It is a great opportunity for students to learn first-hand and hear from professionals in the sports field, one of the most competitive areas to break into.
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
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
Ron Jacobs is the sponsor of the Jacobs & Clevenger Case Writers' Workshop We also would like to thank the Marketing EDGE team for years of hosting the Jacobs & Clevenger Case Writers' Workshop. Finally, we are indebted to our sponsor of many years, Ron Jacobs of Jacobs & Clevenger for helping make this event possible. Your commitment to marketing education is admirable and very much appreciated.
Here's to another 19 years!
For faculty who are interested in submitting a case, you can contact Susan Jones for more information.
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! |
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