At the end of the semester, most students are required to write papers, take exams or give presentations, but few are charged with creating and executing a marketing plan for the FBI or the Navy.
However, each spring, students in senior lecturer Leslie Kendrick's Advertising and Promotion are given just such an opportunity.
EdVenture Partners, a California-based marketing firm provided $2,500 for students to promote the Navy's Health Professions Scholarship Program (HPSP) to their target market?? - Johns Hopkins pre-medical students. The goal of the project, which is still ongoing at Homewood, is to generate awareness of and give information on the Navy's program.
"[This project] has ... taught me how to work with different people on a number of important issues that are crucial to maintaining a successful campaign. ... it has provided me with an insight into the working world that one does not always see as an intern," junior Amelia Vereb, head of the Public Relations Department, said.
The campaign included several events, such as two "study breaks" in the MSE library and presentations in both the freshman and sophomore pre-med meetings.
Junior Cassie Wilcox, co-manager of the research department heads said her favorite event has been the sophomore pre-med meeting, which attracted over 50 students.
"Since our research has concluded that students have many negative preconceived notions about the Navy, it is important for us to be able to speak with them directly and dispel any misconceptions," she said. "This event definitely offered us that opportunity, and we hope for more participation as the campaign continues."
Students also created a commercial and filmed an interview with a medical student who was enrolled in HPSP, both of which were then posted on YouTube.com. The videos were also used for "projection bombing," a marketing technique which uses public wall space as a screen for advertising material. Each event was also publicized using fliers, Facebook.com and print advertisements.
Members of Kendrick's course are competing with six advertising classes from other universities to create the most successful campaign for the Navy. They will be judged on the interest and results of this project. The winning class is given the opportunity to present their campaign to the Navy at the Pentagon.
Whether or not they win, students in the course have already gained valuable experience in various factors that go into the field of marketing. Kendrick said that by essentially turning the classroom into an advertising firm, students were able to get a real-life look at how different departments work in harmony. "Throughout the course, students gain first-hand experience in their department, but through updates during class, are exposed to the successes and challenges faced by other departments."
Senior Stephanie Carr, co-manager of the Strategy & Implementation Department, echoed Kendrick: "This is my first real experience with business and planning events. I've realized how much work and communication is involved in planning events and coordinating all the parts of an integrated marketing campaign."
The final event of the campaign will feature an address from a Navy physician and will provide students with the chance to speak with a recruiter and find out more about the program.
