If college is all about preparing young adults for the “real world,” why not bring the “real world” to them? That is exactly what three Introduction to Integrated Marketing Communications (MKT: 233) courses did during the fall 2023 semester.
The two professors for the courses, Dr. Hulda Black and Dr. Aditya Gupta, worked with DCC Marketing and partnered with the Illinois Department of Transportation (IDOT) as well as the Illinois Department of Human Services (IDHS). The students from each class had the privilege of working with DCC Marketing and either IDOT or IDHS to create a marketing campaign. Allowing students to gain practical experience beyond the textbook is crucial for preparing them for their future as they become the marketing professionals of tomorrow.
DCC Marketing is a certified Women’s Business Enterprise and a WBENC-certified agency located in Decatur. The company is a full-service marketing agency focusing on “all things brand, marketing, and communications” related. The agency’s team includes several Illinois State University alumni who had a full-circle moment as they worked with current Illinois State students for the IDOT and IDHS campaign projects.
The classes used as case studies the “It’s Not a Game” campaign by IDOT, and IDHS’s suicide prevention campaign known as “988.” As students worked through the project, they were able to connect with the DCC Marketing team and watch videos that aided them in the developmental and creative stages of their projects. Students on both campaigns worked in all aspects of the integrated marketing communications process from research to messaging to creative development.
Real client practice is critical for students to fully immerse themselves in the work they will be doing after college. Students who work with theoretical case studies can build a base of knowledge which translates into their real work, later. “The students gained valuable practical knowledge and insights by working on real campaigns with real clients,” said Gupta, an assistant professor of Marketing. Understanding the complexities of the dynamic world of marketing and the time it takes to create quality work, all while still in school, will help them become better marketers. The project spanned over the fall semester, and by its conclusion, students had honed their critical thinking, problem-solving, and campaign complexity comprehension skills.
Furthermore, DCC Marketing was happy to share their knowledge with students. “It’s exciting to partner with higher education institutions to help shape the future of marketing for good. Experiential learning programs bridge the gap between theory and practice, fostering a new generation of marketers who are equipped to navigate the ever-evolving landscape of the industry,” said Kara Demirjian Huss, president of DCC Marketing. At the end of the semester, the students presented their campaign projects to both the DCC Marketing Team and representatives from IDOT and IDHS, respectively.
Lauren Benduha, a student who worked with DCC Marketing on the IDHS campaign, is a junior marketing major with sequences in integrated marketing communications and advanced marketing analytics. Benduha reflected on the lasting impact this project: “Working on this project was an eye-opening and motivating experience for me. I have had many individuals close to me suffer with mental health, so I felt very connected to this opportunity. I was proud to be a part of a project to promote the 988 Suicide Crisis Lifeline, especially focusing on young adults in our age range. Our campaign ‘Stay Another Day’ focused on the positive, motivating individuals that they can get better and are truly irreplaceable. This project will always hold a close place in my heart and motivates me to promote mental health awareness in any way I can.”
Benduha’s experience was not an outlier, as another student who participated in the project stated, “This project reinforced that marketing is my passion, and I have so much to look forward to learning.”
Amanda Elliott, IDHS chief of staff, added her take on the projects: “Witnessing the ISU students immerse themselves in the project was really exciting. Their creativity and ideas for the 988 Suicide & Crisis Lifeline campaign surpassed our expectations. This partnership allowed us to engage with students, showcasing the range of career opportunities in marketing and inspiring them to use their talents for good.” For these students, the project offered a glimpse into what it feels like to be on the developmental end of a campaign. It instilled skills and appreciation that linger beyond the course completion.
Moreover, Black, a professor of Marketing, who taught the course that worked with DCC Marketing and IDOT, said: “Working alongside the DCC team has been an incredible experience for both the students and myself. The expertise and enthusiasm they brought to the project was really inspiring.” Needless to say, DCC Marketing was able to bring their expertise to students as they went about completing the IDOT campaign project and students were thrilled to bring their best ideas.
From a student perspective, Abby Sheley, a senior integrated marketing communications major, gave her thoughts on working on the IDOT case study: “I was able to see all of the different aspects and sides for a client pitch which ultimately helps to see what direction of marketing you want to take. I do believe that nothing has prepared me more than being given this opportunity and has taken so much from it to help me on my further endeavors upon graduation.” The consensus from students is that working on a client-based project like this one provided invaluable experience. “If any student is given this chance to take on a real-life agency to client project, my advice would be to absorb all the knowledge you can so that you will be able to use it postgraduation,”
DCC Marketing remains committed to working with higher education as they have seen remarkable outcomes from students. Their large portfolio of public sector clients made this partnership with IDOT and IDHS possible for these Illinois State students. DCC Marketing plans to continue its efforts with current Introduction to Integrated Marketing Communications students, as well as a class taught by Assistant Professor Mark Gibson. Investing in students’ education today ensures they emerge brighter and better young professionals as they enter the workforce postgraduation.
