The students in the Marketing Communications course taught by Laurel Schirr have created an in-class marketing agency to research, implement, and evaluate an integrated marketing campaign for the global auto manufacturer.
“Virginia Tech is part of a group of schools throughout the country selected by Chevrolet to promote its vehicles and college discount program to college students,” said Melissa Berdine of Fairfax, Va., a senior majoring in marketing. The students' marketing agency, ImADgination, will publicize Chevrolet's Spark, Sonic, Cruze, Camaro, and Equinox models.
ImADgination will hold an event called “Vote for Chevy” on Election Day, Nov. 6, from 10 a.m. to 4 p.m. on the Drillfield, in front of War Memorial Gym, Berdine said. “The theme is ‘Chevy Looks Good On You’. There will be corn hole, football toss, music, and a ‘Which Chevy Are You’ quiz.” Also present will be the five cars, available for students to sit and be photographed in.
“We received a $3,000 budget from Chevrolet to help bring our plans to life,” said Berdine. She and her classmates will use research surveys to find out more about the target market. “At the end of the term, we will measure our success and give a formal presentation to the client summarizing our campaign and results.”
She added that she and her classmates will be competing with students from the other schools for performance awards from the auto manufacturer.