UVU Students Get Experience Marketing Campaign For Xlear Case Competition
February 26, 2014
For Immediate Release
University Marketing & Communications: Melinda Colton
Written by: Patricia Monsoor
Utah Valley University American Marketing Association hosted the second annual digital marketing case competition, sponsored by Xlear, Inc. Friday, Feb. 21, awarding student winners $15,000 in cash prizes — one of the largest student case competitions in UVU’s history. The winners created, managed and executed advertising and digital marketing campaigns for Xlear’s flagship product, Xlear Nasal Spray.
Fifteen entries from UVU were judged in two rounds before the finalists walked away with the first place prize of $8,000. The judges’ based their rankings on overall market research, the advertising campaign and comprehensive digital strategy. The winning team recommended and developed an integrated publicity campaign around Asthma Awareness Month (May).
“The UVU teams researched the marketplace and brought cutting-edge ideas for how to market Xlear Nasal Spray through advertising and digital marketing,” said Nate Jones, owner of Xlear. “It was exciting to see these young, innovative minds market our products.”
In the spirit of UVU’s engaged learning mission, the competition partnered students with community businesses to provide real-world learning opportunities. “With 45 students involved and prize money worth $15,000, the UVU AMA’s second annual advertising and digital marketing case competition is evidence that the UVU’s Woodbury School of Business marketing program is making a huge impact on students,” said Paige Gardiner, marketing faculty member and UVU AMA club adviser.
“Marketing case competitions of this caliber gives students a chance to learn the professional way to market and promote products using theory from the classroom while engaging with real businesses in their local community,” she continued.
All participants are members of the UVU AMA club. Students take what they have learned in the club and in the classroom and apply it to the case competition. Preparation for the competition is rigorous and intense, including understanding the nasal spray market, researching the potential competitors, creating a marketing campaign, understanding SEO and engaging the target social media audiences. Additionally, students have been researching the complexities of advertising under the watchful eye of the Federal Drug Administration.
“Our team worked for over 350 hours preparing all aspects of our plan. We really wanted to win this competition, and we’re glad we did. The learning and relationships we’ve developed within our team and among other UVU students are a huge bonus,” said student winner Derek Cohen.
“I am incredibly grateful for the support of Xlear and the Woodbury School of Business for providing my students with this competition,” Gardiner said. “Although the competition between the teams is intense, at the end of the championship round, students emerged having learned about advertising, digital marketing, teamwork and the spirit of engaged learning. That is what UVU AMA is all about.”
The marketing department at the Woodbury School of Business educates students in the fields of marketing management, digital marketing and professional sales. With more than 400 UVU students majoring in marketing, the UVU Department of Marketing is producing the next generation of marketers and professional salespersons for companies in the Mountain West. For more information on the UVU AMA club, visit uvuama.com.
About the Woodbury School of Business
The Woodbury School of Business is the largest business school in the Utah System of Higher Education and is accredited by the Association to Advance Collegiate Schools of Business. The WSB supports a variety of engaged learning projects and programs, including the Entrepreneurship Institute, in which students start their own business. The school is distinguished for its focus on student development, entrepreneurship, global involvement and innovative teaching. In addition to traditional undergraduate courses of study in disciplines ranging from accounting to marketing, the WSB offers an MBA program that accommodates the schedule of working professionals through evening and weekend classes.