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Columbia Missourian

FROM READERS: MU student marketing agency to present campaign to Honda

By SUSAN KESSLER/MISSOURIAN READER
April 18, 2012 | 7:47 p.m. CDT
This ad for the 2012 Honda Civic Coupe was created by MU student Taylor Smallwood for a marketing managing class project. On May 1, the class will present their campaign results to Honda and compete against 20 other universities nationwide for the opportunity to travel to California and meet the Honda America executives in person.

Susan Kessler is the Public Relations Co-Director of ZouVenture.

When I signed up for my Marketing Management class this semester, I expected just another class in which the students read case studies, analyze marketing campaigns and discuss, at length, the implications of the Boston Consulting Group’s Growth-share matrix, but I’m pleased to say that this particular class turned out to be all that and much more. 

On the first day of class, our professor told us that we would be forming our own marketing agency and controlling every aspect of a real-world marketing campaign. We named our agency ZouVenture, and as students, we filled every position in the process, all the way up to Agency Directors, Billiejo Aguilera and Alexandra Bock.  ZouVenture worked through EdVenture Partners, a nationwide organization, with Honda America to design, implement, and analyze a campaign to promote the 2012 Honda Civic Coupe. 

As a class, we worked together to create pre- and post-campaign research, design an advertising strategy, which we pitched to Honda, and organize an on-campus event to promote the Coupe.  On May 1, our class will be presenting our campaign results to Honda, and competing against 20 other universities nationwide for the opportunity to travel to California and meet the Honda America executives in person, and possibly even have our campaign picked up for national use.

It sounds cliche, but even if ZouVenture doesn’t get the chance to go to California, this has still been an incredible opportunity that showed our class what it’s really like to create a campaign for a major company; I don’t think I’ve ever put so much time and effort into a 3-hour class before, but this has also turned out to be the most rewarding class of my college career. 

After all the blood, sweat, and tears, ZouVenture based our campaign off of the Eco-Boost button, a major selling point of the 2012 Honda Civic Coupe, which allows the driver to maximize the gas-efficiency of the vehicle, and is appropriately titled “Going the Distance.”

At the risk of veering into the unbearably sappy, I can honestly say that I’m incredibly thankful for the opportunity to Go the Distance in this project with the other students in this class.

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