There is something special going on this semester in the College of Business and it feels like a challenge, the Honda Marketing Challenge that is! Those enrolled in the 2:00pm section of MKTG 4562, “Marketing Strategy”, have been selected to compete in a nationwide competition sponsored by American Honda Motor Company in conjunction with EdVenture Partners. The goal of the contest is to increase purchase consideration for the 2013 Honda Civic sedan among ECU students while simultaneously presenting Honda as a fun and youthful brand.
EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions, and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at http://www.edventurepartners.com. One of their most popular programs is the “Honda Marketing Challenge” and East Carolina is one of 20 schools being represented in this year’s competition, each of which is competing for the opportunity to present their campaigns to actual Honda executives at the end of the semester. Other competitors include teams from UConn, Michigan State, and Texas A&M, as well as various other universities across the nation. ECU is the only school from North Carolina that is competing, so let’s support our fellow Pirates in their efforts to win this competition!
The team of students, led by Dr. Christy Ashley, created the slogan “Don’t Label It. Experience It,” to portray the idea that the 2013 Honda Civic Sedan is something you have to personally experience to truly appreciate. It is also applicable to real-life because the slogan encourages individuals to rid themselves of preconceived notions and experience things for themselves instead of labeling the unfamiliar. The student leader of the team, Brittany Ingram, had this to say about the project, “The Honda Civic Marketing Challenge is an experience like no other. We are getting the chance to gain skills and valuable practice in our chosen field. Like the campaign slogan says, you can’t label this experience.”
As a member of the team I would have to wholeheartedly agree with Ms. Ingram’s sentiments. I have learned invaluable lessons that I will carry with me for the rest of my life. There are seven different departments that make up the larger group as a whole and each department has their own objectives and agendas. Communicating effectively between groups has been critical to the project’s success and I have learned that accurate, timely information is imperative to the success of a group project.
I have helped create an integrated and consistent marketing campaign that spans several mediums and platforms. The campaign will incorporate social media, viral videos, guerrilla marketing, and teaser events leading up to a main event on campus. In the weeks leading up to the event, the team will distribute balloons, cutie mandarin oranges and other swag.
All of these activities will lead up to the main event, titled The Honda Experience, onThursday, April 11 from 12:00 PM to 5:00 PM at the Bottom of College Hill. At this event, attendees will have the opportunity to sit inside the car, experience some of its signature features, receive giveaway items, listen to live music, eat free food, and simply unwind before the end of the semester. COME OUT AND SUPPORT YOUR FELLOW PIRATES!!!!
For more information, follow us on Twitter @HondaExperience
Thanks to Tobi Olofintuyi and Brittany Ingram for contributing to this post!