Ball State students are helping Chevrolet rebuild its client base by creating a new marketing plan directed at a college-aged audience.
After being caught up in General Motors' Chapter 11 bankruptcy in June 2009, Chevrolet is reaching out to young adults as potential buyers of its 2011 models. Students in an immersive marketing class are lending a hand by creating plans and using social media to reach out to students.
"Many of the students walked in the first day not sure what to expect," said Sue Mantel, marketing professor who is leading the immersive class Marketing 420. "They've really seen the advantage of doing this."
Students from Mantel's class will be at Late Nite at 9 p.m. Saturday at the L.A. Pittenger Student Center to promote next year's newest cars with giveaways and a large game board full of trivia about Chevrolet.
Mantel said this is the biggest client she's ever worked with. Chevrolet actually contacted Ball State asking if the company could work with marketing students to promote four new cars — the 2011 Cruze, Malibu, Camaro and Equinox.
Mantel's class in split into two groups. One is working with Chevrolet, and the other is working to promote "My Name is Jerry." The first group has a budget of $3,000, and the bulk of the money will go toward a car show and other activities during tailgating at Ball State's Nov. 20 football game against Northern Illinois.
"Executing of details is sometimes harder than making the initial idea," Mantel said.
Tiffany Haupt, agency chief for the Chevrolet project, said she's learned a lot about making a business plan and carrying it out.
The group of 13 students has been working with an account coordinator, Katie Schoeppey, at Edventure Partners, a virtual company that works as a liaison between college students and their clients.
"They're a very professional group," Schoeppey said of the students. "I think they've done well."
However, Chevrolet will be the final judge of the group's success. Ball State's team is among 22 college marketing groups working with the company, and they're all vying for Milestone awards given out by Chevrolet.
Upcoming events
Saturday: Trivia game and giveaways during Late Nite Reality, 9 p.m. at the Student Center
Nov. 20: Display of four new Chevy cars at the final home football game, 9 a.m., Ball State vs. Northern Illinois
Four 2011 models the class is promoting:
Cruze, Malibu, Camaro, Equinox
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