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By Patrick Casey, Eller Marketing ’12

Student with Chevrolet Spark

At one point or another, most college students have uttered these nine words: “I’m never going to use this in the real world.”

But that isn’t the case for the students in Edward Ackerley’s Advertising Management class. The class is currently working with four real-world clients, the largest of which is Chevrolet. Each of these campaigns involves strategic business decisions, an actual budget, and creative freedom. While three of the campaigns are for local clients, the Chevrolet campaign is part of a national competition put on by EdVenture Partners.

Chevrolet has teamed up with EdVenture in order to give students the opportunity to work hands-on with an actual marketing campaign. Throughout the semester the students in the class are required to complete deliverables, meet with local Chevrolet partners, and plan one grand event on campus to promote Chevrolet. The company’s main goal is to increase brand awareness and improve the perception of the brand among consumers ages 18-24. While Chevrolet has a large line of commercial vehicles, there are five models they have asked to students to focus on, including the all-new Spark mini-car, Sonic, and Cruze.

The event is only weeks away, and the students have been hard at work to put on a successful campaign. On October 26, five Chevy cars will be displayed on the UA mall. While the details of the event are still in the works, the main goal is to have UA students to interact with the cars via personality surveys. Once they complete a short survey, they will be matched with one of the five cars based on their personality as indicated in their survey responses. There will also be food, games, and music.

So come support your fellow Eller students and check out some amazing cars October 26 on the UA mall. We will keep you updated with the progress of the campaign in the following weeks.

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Patrick CaseyPatrick Casey is a marketing major with a minor in global business. He works with an international nonprofit organization called Young Life. Patrick will be graduating in December of 2012.