Missouri State University Students Win The AT&T Campus Marketing Challenge
Student Campaign Helps Teach Effects of Texting and Driving
Dallas, Texas, May 30, 2013
Students at Missouri State University are sharing a $1,000 scholarship as winners of the first AT&T Campus Marketing Challenge, a program that gave them the opportunity to create and implement a research and marketing campaign for a leading global company. Missouri State University’s Ad Team, a student-run advertising agency, won the contest for their campaign, which blended events, social media, advertising and public relations to teach students about the effects of texting while driving.
“Missouri State University wowed us. We were impressed with their in-depth research, creativity and presentation,” said Chris Roy, AT&T Vice-President of Government and Education in the Western Region. “This challenge gave us the opportunity to tap into the energy and enthusiasm of young minds. Not only did they benefit, but we did as well by gaining deeper insight into the behaviors, beliefs and aspirations of our next-generation leaders and customers.”
As a part of the AT&T Campus Challenge, students at six universities created their own marketing and sales agencies for a semester, earning academic credit. The students were given $3,000 and equipped with mobile phones and other tools to implement a marketing plan for AT&T mobility services and It Can Wait, a campaign to end texting and driving. The students were responsible for sales, retail, public relations, sponsorship, talent recruiting/retention and marketing communications on their campuses.
“I am extremely proud of the work our Ad Team has done this year under the guidance of Dr. Burnett, the team’s advisor,” said Missouri State President Clifton M. Smart III. “It is a great example of how students in our College of Business excel both on and off campus.”
AT&T teamed with EdVenture Partners (EVP), a marketing education consultancy group that develops programs linking the marketing industry and education, to host the AT&T Campus Marketing Challenge. EVP programs provide students with full-time personnel support and a real budget to implement student-designed marketing, social media and experiential peer-to-peer campaigns. In addition, students are given the opportunity to advance their understanding of key research concepts such as interviewing, focus groups, surveys, reporting, presenting and methodology.