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Develop an Integrated Advertising Campaign at UNI

Matthew Wilson November 19, 2013 Advertising, IDS General, Imaging, Writing Comments Off on Develop an Integrated Advertising Campaign at UNI

Next semester, UNI students will have a unique opportunity to work in an interdisciplinary team on a large group project that requires digital integration.

Advertising Campaign Development is a course offered by the Marketing department at UNI that simulates a real-world advertising agency experience. Students respond to a marketing challenge from a major brand to create a single integrated advertising campaign that includes digital, social, and mobile elements.  Past clients have included Nissan and Glidden Paint.

Nissan iPhone app developed by UNI students in 2012.

Nissan iPhone app developed by UNI students in 2012.

This year, our client is Mary Kay Cosmetics and the budget is ten million dollars.  The challenge?  How does a 50 year old cosmetics giant known for its direct sales approach connect with the tech-savvy millennial women of today?

To help students ramp up to the challenge, Mary Kay has prepared a case study that includes proprietary market research and information about their brand.

Pages from the Mary Kay Case Study

Pages from the Mary Kay Case Study

In addition, they have provided a wealth of tools to help understand the cosmetics business, the Mary Kay consumer, and female millennials, including access to:

  • National Television Ratings data from Nielsen
  • Consumer data from Experian Simmons OneView and Hitwise
  • Market research from Ad-ology
  • Media data from SRDS
  • The Podio collaborative work environment

The course is taught by Marketing Instructor Matthew Wilson, who organizes the class like an ad agency.  Students apply to different departments (accounts, creative, interactive, media, and research) and work together to develop and build all of the campaign elements from start to finish.

The resulting campaign will be entered in the National Student Advertising Competition (NSAC) administered by the American Advertising Federation (AAF). The class then presents its campaign in a district competition in Kansas City to a panel of judges which include one representative from Mary Kay.

The UNI NSAC team in 2013, ready to pitch Glidden Paint.

The UNI NSAC team in 2013, ready to pitch Glidden Paint.

While many Marketing students take this advanced class, it is also open to non-majors in Interactive Digital Studies, Graphic Design, Graphic Technology, Electronic Media, Public Relations, and other relevant disciplines.  It is a unique chance for UNI students to have a truly interdisciplinary learning experience in a real-life professional environment.

If you are interested in learning more about this class, contact Matthew Wilson in Marketing (that’s me, by the way).

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About The Author

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Matthew Wilson is an Instructor in Marketing at the University of Northern Iowa. Matthew teaches courses in Digital Advertising, Advertising Campaign Development, and Experiential Marketing. He is passionate about the Interactive Digital Studies program at UNI and is also the faculty advisor for AAF-UNI, the college chapter of the American Advertising Federation. Matthew is a creative director with 18 years of experience working in advertising, interactive design, video production and experience design.