Collaborative Project: Real-World Experience

Jun. 20, 2013 - by Carol Best

Marketers and Designers Team Up

June 20, 2013
CampusIcon

Marketing and graphic design majors at MNU have the unique opportunity each year to collaborate much as they would in a real-life business setting. The promotions management (marketing) and corporate identity (graphic design) students team up and create an advertising campaign for a real client. Graphic design professor Brian Merriman uses his 22 years of experience in the graphic design industry to connect a business owner with the students.

“I’m rooted in the practical, day-to-day aspects of what we’re teaching in graphic design and all of that experience has been local, so I know the Kansas City market well – I have a lot of contacts in this market for internships and networking opportunities for students,” Merriman said.

This year his efforts brought Blue Springs Harley-Davidson dealership owner Lori Worth to MNU to discuss her business goals with students. Armed with Worth’s priorities and a budget, the 11 student teams began to create ad campaigns and planned media buys as if they were spending real dollars.

The promotion management students began the process with research on demographics and trends from Census data, Chamber of Commerce information, the MidAmerica Regional Council and other data sources. Some groups performed surveys and interacted with consumers at the dealership and around Blue Springs, Mo., where the dealership is located, about an hour from MNU.

Marketing professor Lisa Wallentine says the marketing students put together a marketing campaign to address the situation and about a month later, they collaborate with their assigned student designer from the corporate identity class.

“The process is realistic, just like what they’d be doing as part of an ad agency or marketing department,” Wallentine says. “The theme the marketer conceives has to be based on strategic plans from research findings. Then the designer takes that information and comes up with a creative strategy and implements designs. It’s a two-month project.”

Merriman agrees the process is valid.

“This is just like it happens in the real world – our designers get a creative brief and design within the scope of the particular problem to help bring the strategy to life.”

Wallentine and Merriman narrowed the field down to three projects to present to the client. The winning project, called “It’s more than just a fantasy,” was created by designer Mary Ribbing and, marketing students Sarah Newburg and Brittany Matthews. Targeted toward the female buyer, the campaign capitalized on the idea that many women dream about owning a motorcycle.

christmas mailer

Newburg says the experience was enlightening.

“I think the biggest takeaway was creating something for a real client,” she says. “Prior to this project, I have always come up with things that I liked. This time I had to create something not only I would like but that our client would like. We had to keep our budget in mind and it forced us to be creative and to see how expensive things can be.”

Whether or not Worth utilizes the students’ campaign she indicated to the professors that elements of all three projects will probably affect the dealership’s marketing decisions.

Merriman says results for the students are significant.

“The students learn how clients drive the graphic design business,” he said. “They need to know how to interact with clients and understand there is a business basis for a lot of graphic design decisions. They learn strategy, who the target market is, budget, campaigns already in process—all that must be integrated into the designs they do for a client.”

Wallentine and Merriman have been doing the joint project for about six years. In previous years students have created projects for The Kansas City Chiefs, Kansas Rush (formerly Olathe Youth Soccer), and New Horizon Ranch.

apply-banner-300

Fill out our free online application and advance your career!

Apply Nowinfo-banner-300
Enter your contact information and one of our experienced admissions representatives will contact you shortly!
 

MNU News

Tuesday, July 26
Recent News
List
Grid
Archives
IMG 8874
Nurtured Roots Grow Strong

Nurtured Roots Grow Strong

Pioneering freshmen come to MNU to pursue an education, anxious, brave and hopeful. Four particular students, never dreaming their paths would cross, came from near and far. Some paths seemed clear…

Read More
Kyle Ford
Pursuing God’s Call: Diving into Dentistry

Pursuing God’s Call: Diving into Dentistry

Would you ever think that a radio advertisement could lead someone to discovering their calling? That is exactly what led alum Kyle Ford (’13) to…

Read More
81427390F111
Second Career Choice Was Easy

Second Career Choice Was Easy

As a university, MNU is finally old enough to have alumni who are considering or have entered a second career. When Joe Ledbetter (’81) decided it was time recently to retire from a 25-year career…

Read More
Grittman Davis VBall
Coach Puts Communication Degree to Work

Coach Puts Communication Degree to Work

Though she played college volleyball, coaching a team wasn’t at the top of her list when Britney (Grittman ’14) Davis was deciding on a post-college career. However, after being admitted to the…

Read More
CY 3
Hard Work, Discipline and Confidence Pay Off

Hard Work, Discipline and Confidence Pay Off

“It’s funny how the game of football can make a difference in someone’s life,” says Corey Young ('14), an MNU sports management…

Read More
Mabee
Unique Partnership to Provide College Experience to Developmentally Disabled

Unique Partnership to Provide College Experience to Developmentally Disabled

Lakemary Center and MidAmerica Nazarene University are partnering to meet the needs of students diagnosed with certain developmental disabilities…

Read More
Brady Braatz
Braatz Named Chaplain

Braatz Named Chaplain

MNU President David Spittal announced the appointment today of Rev. Brady Braatz as MNU University Chaplain.  Braatz is a 2001 graduate of MNU with a bachelor’s degree in business…

Read More
300 Leaders Expected for PALCON

300 Leaders Expected for PALCON

MNU is one of three locations for the Church of the Nazarene’s Pastor and Leaders Conference (PALCON) this summer. The gathering for clergy “on the front lines of ministry” is an opportunity…

Read More
Relentless2016big
Summer SERVEteams

Summer SERVEteams

MNU SERVEteams are hitting the road this summer, traveling the MNU region to serve in churches, camps, District Assemblies and more. Together the groups will serve at 38 different events.The 19…

Read More
Sports
Jordan Eckley & Jason Jones Earn National Honors

Jordan Eckley & Jason Jones Earn National Honors

Two Pioneers were listed among the 2016 NAIA Baseball All-America selections, announced by the national office...(click title for more)

 
Lee Dobbins Named Head Softball Coach

Lee Dobbins Named Head Softball Coach

Director of Athletics Kevin Steele has announced Lee Dobbins as the next head softball coach at MNU...(click title for more)

 
Track & Field Speed & Power Camps

Track & Field Speed & Power Camps

The purpose of these camps is to give athletes from ALL SPORT BACKGOUNDS instruction on movements to develop speed and power within a track and field setting...(click title for more)

 
Latest Photos
MNU Commencement 2016 MidAmerica Nazarene University Undergraduate and School of Professional & Graduate Studies commencement ceremony 2016. Photos by Dan Videtich
MNU Commencement 2016 MidAmerica Nazarene University Undergraduate and School of Professional & Graduate Studies commencement ceremony 2016. Photos by Dan Videtich
MNU Commencement 2016 MidAmerica Nazarene University Undergraduate and School of Professional & Graduate Studies commencement ceremony 2016. Photos by Dan Videtich
MNU Commencement 2016 MidAmerica Nazarene University Undergraduate and School of Professional & Graduate Studies commencement ceremony 2016. Photos by Dan Videtich
MNU Commencement 2016 MidAmerica Nazarene University Undergraduate and School of Professional & Graduate Studies commencement ceremony 2016. Photos by Dan Videtich
MNU Commencement 2016 MidAmerica Nazarene University Undergraduate and School of Professional & Graduate Studies commencement ceremony 2016. Photos by Dan Videtich