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Aug. 20, 2008
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Morningside College students Andrea Thompson (left), Natasha Wittmaack, Rachel Kinney, Ashley McNabney and Kevin Alejo are shown working on an advertising campaign for Sue Bee Honey. They gained real-world experience and helped the local company see the perspective of college students, who are a target market for a new product. |
Students in the Creative Edge Advertising Club at Morningside College recently developed advertising campaigns for Sue Bee Honey. They gained real-world experience and helped the local company see the perspective of college students, who are a target market for the new product.
“We’re always listening to people in the ad business and grocery store industry and relying on their feedback on what works and how we can gain new audiences,” said Jim Powell, vice president of sales and marketing for Sioux Honey Association. “This project gave us a chance to get a fresh perspective, and we also wanted to learn what was new. We particularly cared to hear what college kids thought.”
The students were asked to develop advertising campaigns for Sue Bee Buzz, a new all-natural, low-calorie energized honey product. The students conducted research, developed a brand for the honey product and then, among other things, created promotional materials ranging from packaging and billboards to baseball caps and funny viral videos like those found on YouTube.
“I was impressed,” said Bob Waddell, director of digital strategy/account executive for SKAR Advertising, the agency that has been working on the promotion of Sue Bee Buzz. “We are comparing the research we have conducted to that of Creative Edge. We look forward to incorporating some of the creative grass-roots and interactive ideas to help roll out Sue Bee Buzz soon.”
Rachel Kinney said she learned a lot about being a leader while serving as co-president of Creative Edge Advertising Club.
“What I am most proud of is watching my team grow and pull together to deliver a top-of-the-line presentation to our client. My group worked at it, pulling late nights and literally pouring themselves into the project,” said the former Onawa, Iowa, resident, who graduated from Morningside and now works as an internal auditor for First Data in Omaha. “In my current job, each project is done by a team. Having that teamwork experience at Sue Bee has really been to my benefit for my job in the ‘real world.’”
This is the 10th year that advertising students have done work for Siouxland businesses. The project is directed by Pam Mickelson, professor of business administration. She said she really appreciates how Morningside College alumni, such as Powell and Waddell, are working to open doors for current students.
“The presentations were excellent and the students represented themselves well,” Powell said. “I really enjoyed the entire process.”
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