Apr 20, 2010
Marketing team wins
by Taylor Overhultz
The team received a second place award and was honored with the U.S. Fund for UNICEF Achieving Zero Award for the best presentation that captured the ultimate goal of the UNICEF Tap Project—to eliminate deaths from lack of sanitary water conditions around the world. A cash prize of $2,500 was awarded to Liberty for the second place finish, according to marketing professor and staff adviser Ken Brunson.
The case competition is the top honor a school can receive at the AMA Collegiate Convention, according to Brunson.
“We may have gotten second place, but we won the client,” senior Mike Godsoe told his teammates after the awards ceremony. “At the end of the day, that is what’s important.”
The case was to create a marketing campaign that would raise awareness of the UNICEF Tap Project, increase monetary donations to $2 million a year and produce long-term donors.
“Our team took it a step further and created a plan for UNICEF to achieve their goal of cutting the water crisis in half by 2015 and eliminate the problem by 2020 or sooner, the umbrella goal of TAP Project,” presenter Kelly Detweiler said.
The four student presenters—Godsoe, Detweiler, Hoppe and Cole—one facilitator and three other students who worked on the research paper traveled to Louisiana to participate in the competition.
The competition marked the second year in a row that Liberty has placed in the finals at the AMA Collegiate Competition. Approximately 1,300 students from across the United States and around the world were present at the competition, according to Brunson.
The process began in the fall semester with hours of research, writing and formatting of the case submission, according to Detweiler. Spring semester for participants consisted of writing and memorizing individual presentations.
“This kind of project takes a vast amount of preparation and dedication,” Detweiler said. “Most school projects are in a controlled environment. We had to deal with and keep up with a declining economy, competitors, natural disasters and how they affected charitable donations and evolving donor trends.”
The team was formed in the fall semester as a class, according to Brunson. The top eight junior marketing students were chosen by Brunson and business professor Paul Young to propose a marketing plan.
“Three of the members from last year said they got jobs just because they were on the team,” Brunson said. “Already there are a couple on the team that are so in love with the project and with the organization that their thinking about going and talking to them.”
Team members described Brunson as the leading force in preparing them for the challenge of the competition.
“The team really has their ticket punched,” Brunson said. “Saying that you are representing a university on a competition team is one thing. Saying that you are in the finals is another thing. Coming back with a second place finish and only being beat out by one of the top business schools in the nation, there is nothing shabby about any of that stuff.”
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