Ad Class Delivers Client Project for Rawhide Boys Ranch

20 12 2012

By Sara Hansen (@sameplane)

Students in the Journalism Department’s Advertising Media class presented a media plan last week that served not only as a final class project, but as a real set of recommendations for a prominent Wisconsin non-profit organization.

Students spent the semester researching, touring and “getting to know” the marketing situation for Rawhide Boys Ranch. Since 1965, Rawhide has provided prevention-based programs to help at-risk youths and families. Many Wisconsinites have seen Rawhide TV advertisements about donating vehicles to the ranch to fund programs that have helped thousands of young people.

Doreen Wagner, social media and marketing assistant at Rawhide, worked with the class to develop new media strategies aimed at increasing vehicle donations. In recent years, these donations have decreased with the economic downturn and competing non-profit organizations.

“I was very impressed with the level of professionalism that the students displayed, in person, on the phone or in emails,” Wagner said. “Further, they presented well-thought-out media plans that I can take back to my manager for review and possible implementation.”

The advertising students interacted with Doreen throughout the semester, including in-class, on-site and phone communications. Working as teams, they presented two media plans along with presentations to the client. The plans show media objectives and strategies, based on marketing and media analyses, to help Rawhide improve its reach to key target audiences.

“Many of us knew about Rawhide,” Molly Guendert, a senior journalism major with an advertising emphasis, said. “However, touring the facility was impressive, and made us realize all the work this organization provides for communities. It inspired our class to want to help Rawhide meet its goals.”

Paige Wagner, a marketing major / journalism minor, said working with Rawhide was a challenging but beneficial experience.

“As a graduating senior, it was very exciting to work with a real client and have more of a hands-on project,” Wagner said.

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