Kelli R. Levey, April 25th, 2011
The 2011 advertising team from Mays Business School’s marketing department placed second in the AAF 10th District American Advertising Association advertising competition. In only its second year of participation, the team also won a special award for the best 360-degree integrated campaign.
To develop the campaign for this year’s client sponsor, JCPenney, students from Professor Lisa Troy’s marketing class in fall 2010 conducted secondary research into the target market, industry, product and competition as well as extensive primary research. Using the research from the fall class, students in Troy’s spring class developed objectives and strategy, created and implemented a fully integrated multimedia campaign including creative executions in traditional, digital, alternative and social media, and developed and implemented a $100 million, one-year media plan and schedule.
Members of the Texas A&M team were Vicky Alvarez, Brian Ambrose, Lauren Barre, Hannah Barrier, Macie Becker, Kelly Boyles, Cassidy Davis, Paige Dickerson, Christopher Flores, Stephanie Griffin, Cyndee Guerrero, Katie Hall, Gillian Harris, Heather Henry, Blake Hobson, Melissa Kibby, Briarley Kirk, Matt Knipe, Tyler Koeller, Roland Larino, Zhen Liu, Kristi Marshall, Rafik Massoud, Patrick Mauldin, Jenna Miller, Kelsye Mire, Derek Nido, Ashley Noack, Eric Nordt, Clara O’Brien, Matt Proctor, Derek Redlinski, Caleb Robinson, John Sargent, Chelsea Sauder, Keri Schneider, Nathan Schulman, Sophia Sissamis, Kelsey Smith, Savannah Smith, Brittney Stephenson, Rusty Sugg, Elisa Toscano and Julie Whiteside. The faculty adviser is Lisa Troy.
To market JCPenney to the 18 million 25- to 34-year-old females in the U.S., the Texas A&M advertising team developed the slogan, “Color Your Life with JCPenney.” With a water-color design theme underlying all executions as well as alternative and guerilla tactics relating to the theme, the campaign was rated by both JCPenney and advertising agency judges as best for full integration.
In addition to the campaign, the advertising team suggested ways to improve JCPenney’s store layout and website, making them less cluttered, more consistent and more navigable. The team further recommended new digital technologies such as a new smart phone application, using promotional QR codes and incorporating fingerprint recognition technology for easy access to the JCPenney rewards program, as well as new JCPenney partnerships including a two-year endorsement contract by Carrie Underwood, sponsorship and product placements in Project Runway and HGTV, in-store franchises and new designer clothing lines.
The American Advertising Federation (AAF) sponsors the annual National Student Advertising Competition (NSAC), which started in 1973. More than 100 universities compete annually Some local and peer institutions that also participate include University of Texas, Texas Christian University, University of Houston, Southern Methodist University, Texas State University-San Marcos, Florida State University, Penn State University, University of Virginia, University of Michigan, Michigan State University and University of Alabama.
The competition involves a case study outlined by the current year’s corporate sponsor. Judges for the competition are industry professionals or executives from the client firm. The competition is governed by an academic committee within the AAF. See www.aaf.org/default.asp?id=115 for more information.
For more information about the Mays team, contact Lisa Troy at email@example.com.