Illinois State University has been selected as one of 20 schools throughout the country to participate in the Honda Civic Marketing Challenge.

College of Business students in Dr. Aysen Bakir’s Advanced Integrated Marketing Communications class have created an in-class, working marketing agency, ILLINOIS STATEment Group, responsible for researching, implementing, and evaluating an integrated marketing campaign. The campaign is aimed at increasing purchase consideration for the 2013 Honda Civic Sedan among the Generation Y market. All 20 schools will be competing for the chance to present their creative ideas to Honda executives at the term’s conclusion.

As part of the challenge, students conducted research to find out more about the target market. After their research findings are analyzed, they designed a campaign aimed at reaching Gen Y and raising interest for the Civic Sedan positioning Honda as a cutting-edge brand. They then pitched their creative ideas to the client, received approval, and are now in the process of implementing the campaign.

ILLINOIS STATEment Group will bring its campaign plans to life using a $3,000 budget provided by Honda. At the end of the term, students will collect post-campaign research, and then conclude with a formal presentation summarizing the campaign results.

“Working on the Honda Civic challenge has given us a great opportunity to apply the concepts we learned in class to a real-world business scenario. It is very exciting to see our work around campus and on the Internet,” said Kevin Frieh.

The campaign will feature a mix of promotion, including print advertisements, social media, digital advertisements on campus, and viral pass-alongs delivered via social media.

On April 9, the agency will also conduct an event on the Quad from 9:30 a.m. to 3 p.m. The event will have interactive games for attendees that will both quiz them on vehicle attributes as well as inform them about the vehicle. There will also be giveaways for attendees that include reusable bags, bracelets, and sunglasses. To draw attention during the event the team is also recruiting members of the university’s Gamma Phi circus.

“Students gain a tremendous experience by working with a real client. This allows them to apply their knowledge to a real marketing situation. This project has been a great motivation to the students. They love to work on it,” Bakir said.

 

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