Academic Outreach December 15, 2011
Posted by Jack Macholl in Brand building, Brand personality, Branding, Corporate Social Responsibility, Donor Development, Marketing Planning, non-profit, Philanthropy.trackback
Graduate Students Giving and Learning
In these times of chronic bad news, cutbacks and political fighting a positive movement has begun with my graduate Integrated Marketing Communication students at Roosevelt University. In lieu of a Masters thesis, students in Roosevelt’s IMC program work on a complete marketing campaign for an actual company.
This year instead of working on an assignment with a corporate partner, we “adopted” a not-for-profit organization WINGS (Women In Need of Growing Stronger). This group located in the northwest suburbs of Chicago provides emergency services, sheltered living, legal help, employment training, child care and job search services for abused women and children.
WINGS creates a large percentage of its operating fund via three resale stores in suburban Chicagoland. Two student teams worked on integrated marketing campaigns designed to raise awareness of WINGS brand, its mission and the wide selection of quality, brand name merchandise available in their shops.
A formal client “pitch” that emulates a “real world” agency new business presentation was delivered to members of WINGS leadership team. An array of low-cost, high-impact creative concepts and “guerilla” tactics- events, advertising and social media approaches to build brand and drive store traffic were delivered for consideration.
In addition to creating a plan book and numerous cost-effective tactical ideas, the students delivered more. Many were so moved by the trials and cutbacks WINGS leadership has been required to make for survival, they opened their own wallets to help. Members of both teams donated bags of “wish list” items and donated clothing that will help meet the daily needs of the women and children served.
The talent and generosity shown renewed my faith and hope that better days are ahead in spite of the madness we see and hear on cable news each day.
The essence of guerilla marketing is action– these talented and generous leaders of the future did just that-they delivered.
To learn more about WINGS and the meaningful work they do, visit
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